Strategies When Selling To The Generation Ys
Generation Ys are those people aged between seventeen and twenty eight years old, the progeny of the baby boomers. Some sixty million strong, they are the largest influential group on the American scene since the baby boomers. While not quite as big as the baby boomer group, they are ready to grow considerably and to soon rival it in purchasing power.
Around 75% of Generation Ys use the Internet on a regular basis, the familiarity with this media no doubt initiated through primary and secondary teaching that demanded Web access as a prerequisite. The group's tendency to use this medium as its principal communication method should encourage marketers to devise ways and means to reach its users.
Generation Ys connect via email, social networking and video, and they primarily like to send texts. Studies show that huge numbers of texts are sent by countless 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 transmitted by the Y Generation.
Marketing to the children of the baby boomers will not be easy. Boomer brands were not successful in trying to target 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 not taking any notice of it. Competitive brands could also be launched to create a bigger threat. For success in advertising to this group, then, you will need to learn what makes it tick.
Members of Generation Y have grown up in an even more technologically advanced media than the baby boomers and react to advertising in a different way. In a lot of 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 Net, social networking centers, and cable TV.
When you consider the multitude of social networks online, just a few cater particularly 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 a lot from these networks, to better understand who Generation Ys are and what they're made up of. They don't expect older generations to understand everything about their lifestyle. They simply yearn for understanding and respect.
To the online marketer, then, learn about what motivates Generation Y. 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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