About three-quarters of Generation Ys use the Internet regularly, the familiarity with this media no doubt initiated through primary and secondary education that demanded Web access as a prerequisite. 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.
Y members make contact via email, social networking and video, and they particularly like to send each other texts. Studies show that many texts are sent by many teenagers in any given month. Most Generation Ys have cell phones. Text message campaigns, therefore, are something for marketers to include in their marketing plan, particularly as it is estimated that 75% of all text messages are sent by the Y Generation.
Marketing to the children of the baby boomers will not be easy. Boomer brands were not successful in attempting to reach the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming great enough to affect a boomer brand more significantly, simply by not taking any notice of it. Rival brands could also be launched to cause a more significant threat. For success in advertising 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 media than the baby boomers and react to advertising differently. In numerous cases 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 locating them in places they are known to visit, for example, the Internet, social networking centers, and cable TV.
When you consider the multitude of social networks online, just a few cater specifically for Generation Ys. Facebook and Twitter are very popular, even though 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.
Previous 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 know everything about their lifestyle. They simply want understanding and respect.
To the online marketer, then, learn about the Generation Y motivators. Visit their social networks and acquaint yourself with them through reading what they are writing about. Your experience there will give you some knowledge on how to market to the needs of Generation Y.
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