Marketing to Generation Ys

The Generation Ys consist of those youngsters between 17 and 28 years old, the children of the baby boomers. At 60 million strong, they are the largest group to influence the American scene since the baby boomers. While not quite as large as the baby boomer group, they are nevertheless on target to increase in size and to soon compete with it in buying power.

About three-quarters of Generation Ys use the Internet regularly, the familiarity with this medium no doubt initiated through elementary and secondary schooling that demanded online access as a requirement. The group’s tendency to use this medium as its main communication method should encourage marketers to create ways and means to target its members.  

Y members communicate via email, social media and video, and they especially like texting. Studies indicate large numbers of texts are sent by many teenagers in any given month. Nearly all Generation Ys have cell phones. Text message campaigns, 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 failed in attempts to reach the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming large enough to affect a boomer brand more significantly, simply by ignoring it. Competitor brands could also be launched to cause a greater threat. To succeed in marketing to this group, then, you will need to learn to think as it does. 

Generation Y consumers have grown up in an even more technologically advanced media 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 marketers that do manage to grab the attention of Generator Y consumers are finding them in places they are known to visit, for example, the Internet, social networks, and cable TV. 

When you consider the thousands of social networks online, only a few cater specifically to 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 of these networks caters for a variety of Generation Y needs. 

Older generations as well as marketers can learn much from these networks, to better understand who Generation Ys are and what they’re about. They don’t expect older generations to know 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 Generation Y needs.