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Strategies If Selling To The Generation Y
Generation Ys are those young people aged between 17 and 28 years old, the baby boomer offspring. Some sixty million strong, they are the largest influential group on the American scene since the baby boomers. While not quite as immense as the baby boomer group, they are nevertheless on target to increase in size and to soon rival it in purchasing power.
Some three-quarters of Generation Y go online regularly, the familiarity with this medium no doubt initiated through elementary and secondary schooling that demanded Internet access as a requirement. The group's tendency to use this medium as its principal communication method should encourage marketers to devise ways and means to target its users.
Generation Ys communicate via email, social media and video, and they especially like texting. Studies show that huge numbers of texts are sent by many teenagers in any given month. Most Generation Ys have cell phones. Campaigns involving the sending of text messages, therefore, are something for marketers to include in their marketing plan, especially 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 not be easy. Boomer brands were not successful in trying to reach the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming great enough to impact on a boomer brand more significantly, simply by ignoring it. Rival brands could also be launched to cause a greater threat. For success in selling to this group, then, you will need to learn to think as it does.
Generation Ys have grown up in an even more technologically advanced medium than their parents and respond to advertising differently. In many 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 think of the thousands of social networks online, only a few cater specifically for the Generation Y group. 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 acknowledge everything about their lifestyle. They simply seek 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 market to the needs of Generation Y.
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