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Strategies If Advertising To Generation Ys
Generation Ys are those young people aged between 17 and 28 years old, the baby boomer offspring. Made up of some sixty million, they are the biggest group to impact on the American scene since the baby boomers. While not quite as large as the baby boomer group, they are ready to grow considerably and to soon rival it in buying power.
Some three-quarters of Generation Y go online regularly, the familiarity with this medium no doubt initiated through elementary and secondary education that demanded Internet access as a necessity. The group's tendency to use this medium as its central communication method should encourage marketers to create ways and means to reach its members.
Generation Ys communicate via email, social media and video, and they especially like to send texts. Statistics show that large numbers of texts are sent by countless teenagers in any given month. Almost all 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 be difficult. Boomer brands were not successful in attempts to target the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming big enough to impact on a boomer brand more significantly, simply by ignoring it. Rival brands could also be launched to cause a bigger upheaval. To achieve success in marketing to this group, then, you will need to learn what makes it tick.
Generation Ys have grown up in an even more technologically advanced medium than their parents and respond to advertising differently. In a lot of 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, the Web, social networks, 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, 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 a lot from these networks, to better understand who Generation Ys are and what they're about. 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 advertise to the needs of Generation Y.
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