Generation Ys are those people aged between seventeen and twenty eight years old, the baby boomer offspring. Made up of some sixty million, they are the largest influential group on the American scene since the baby boomers. While not quite as large as 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 medium no doubt initiated through primary and secondary teaching that demanded Internet access as a necessity. The group's tendency to use this medium as its principal communication method should encourage marketers to create ways and means to reach its users.
Generation Ys communicate via email, social networking and video, and they primarily like texting. Statistics show that large numbers of texts are sent by countless 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, especially as it is estimated that 75% of all text messages are transmitted 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 vast enough to impact on a boomer brand more significantly, simply by ignoring it. Competitive brands could also be launched to create a greater upheaval. For success in marketing 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 medium than their parents and react to advertising in a different way. 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, the Web, social networking centers, and cable TV.
When you think of the thousands of social networks online, just a few cater particularly 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 made up of. They don't expect older generations to acknowledge everything about their lifestyle. They simply seek understanding and respect.
To the online marketer, then, learn about what motivates Generation Y. 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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