Generation Y where and how to market
Posted by Rikki-Lee Schmitt on March 5th, 2007 at 5:44pm
Generation Y – children of Baby Boomers – are extremely marketing savvy, given that they have been marketed to their whole lives. These cynical youths are highly resistant to brand loyalty. With the clutter of traditional mediums, such as TV and now the Internet, message retention among young people seems almost impossible. Interactivity is key when targeting this generation. Marketers need to build brands with them rather than for them.
Those who have grown up in the digital age habitually stay interconnected via instant communication technology. Word-of-mouth is unbelievably effective among these “Connexity Kids”. With a higher usage of SMS technology and reliance on friendship groups than any other generation, interactive communication is essential.
Opt-in communication such as SMS and MySpace allow consumers to elect to receive information about a brand and at the same time provide valuable feedback. This means that the consumer already has vested interest in the brand, therefore making it much easier to communicate with the target market.
Guerilla initiatives are another innovative way to target Generation Y consumers in their comfort zone. An increasingly popular technique in marketing to youths involves surprising them in their own territory, on the way to school, work or at hangout spots, and allowing them to experience the tangibility of the product and interact with the brand. Youths no longer need to be spoon fed, as they now control their media consumption.
Read more about SMS and guerilla initiatives at motivationstrategies.
Posted in Insight
