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Suggestions If Advertising To Generation Y
Generation Ys are those youngsters between 17 and 28 years old, the children of the baby boomers. Comprising some 60 million, they are the biggest group to impact on the American scene since the baby boomers. While not quite the size of the baby boomer group, they are nonetheless ready to multiply and to soon have as great an impact in buying power.
Some three-quarters of Generation Y go online regularly, the familiarity with this media no doubt initiated through elementary and secondary education that demanded online access as a necessity. The group's tendency to use this medium as its principal communication method should encourage marketers to establish ways and means to target its users.
Members of the Y Generation make contact via email, social media and video, and they especially like texting. Statistics show that many texts are sent by many teenagers in any given month. The majority of Generation Ys have cell phones. Campaigns involving the sending of text messages, therefore, are something for marketers to include in their marketing plan, particularly as it is estimated that three-quarters of all text messages are sent by Generation Ys.
Marketing to the children of the baby boomers will be difficult. Boomer brands were not successful in attempting to reach the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming vast enough to have an effect on a boomer brand more significantly, simply by not taking any notice of it. Competitor brands could also be launched to cause a greater upheaval. To achieve success in promoting to this group, then, you will need to learn to think as it does.
Members of Generation Y have grown up in an even more technologically advanced medium than the baby boomers and respond to advertising differently. In many instances they are resistant to the traditional marketing channels that appealed to older generations. The entrepreneurs that do manage to grab the attention of Generator Y consumers are finding them in places they are known to visit, for example, online, social networking centers, and cable TV.
When you think of the multitude of social networks online, only a few cater specifically for the Generation Y group. Facebook and Twitter are very popular, although their popularity is associated with a number of groups. Others include: BrazenCareerist.com, 20somethings.ning.com, Unigo.com, myYearbook.com. Each network caters for a variety of Generation Y needs.
Older generations as well as marketers can learn much from these networks, to better understand who Generation Ys are and what they're made up of. They don't expect older generations to acknowledge everything about their lifestyle. They simply want understanding and respect.
To the Internet marketer, then, learn about the Generation Y motivators. Visit their social networks and get to know them through reading what they are writing about. Your experience there will give you some knowledge on how to advertise to the needs of Generation Y.
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