Because Gen Y is quickly coming of (consumerist) age, the media and marketing community have recently focused more on the up-and-coming generation. It is well documented that the millenials are more media savvy than previous generations, and are weary of marketing efforts. Because they are both hard to market to, and your future (and possible current) customers, it is important to understand how to successfully target this unique generation. The following are four keys to remember when targeting Gen Y.
- Validity: Because Gen Y is extremely media savvy, they are more aware of scams and dishonest marketing tactics. Their mistrust in media and trust in each other is something that needs to be focused on when targeting them. Keeping marketing efforts genuine and truthful is key. This is a generation who actually subscribes to the idea of “if it sounds too good to be true, it probably is”. Target them with honest, benefit driven messaging and keep the smoke and mirrors to a minimum.
- Integration: Gen Y came of age during the popup ad craze and they also grew up during the heyday of television commercials. They appreciate successfully integrated ads. They hate marketing efforts which are eyesores and don’t work in the medium which they are presented. This is the case for any medium: TV, online, social media, mobile, print, etc. When creating ads, two questions businesses should ask themselves are:
- How well does the ad work in the medium which it is presented?
- How intrusive and bothersome is the ad in the medium?
Adjusting campaigns to correctly utilize their mediums, and not obnoxiously implementing messaging will increase the likelihood that Gen Y will pay attention to marketing efforts.
- Relation: Gen Y hates seeing ads for things they have no interest in. When targeting Gen Y, messaging must both successfully relate to the context in which it appears, and must successfully relate to their demographics. Showing Gen Yers information about life insurance on an entertainment blog, or high fashion during a sporting even doesn’t make much sense. As a company trying to connect with past, current and future customers, it is important to remember how your messaging is being delivered and why its users are there in the first place. Do the necessary research, understand the specific segment of Gen Y you are targeting, and link the marketing messaging and content in which it appears.
- Value: One of the best ways to truly connect with Gen Y is to create a functioning two way relationship. Although adverse to marketing, Gen Y will pay attention to marketing efforts if it is worth their while. This is why Facebook pages are so important to companies. Gen Yers will happily opt-in to a company’s Facebook page and receive marketing materials if the “price is right”. All they want in return is something of value. “Value” is defined differently by many people, but by providing: discounts, informative content, giveaways, contests, entertainment (various things of value) to Gen Y, they will return the favor and listen to your marketing. Just make sure that you create an even exchange.
Gen Y is different and feared by many in the business world. Every day they are becoming more important to the success of businesses and it is important to understand how to successfully target them. A focus on Validity, Integration, Relation, and Value will help target those in Generation Y, and are important to lasting success.
When have you had trouble targeting Generation Y in the past? Let us know in the comments- we’ll be happy to respond.
[...] give all you faithful wwwwY readers a heads up. Todd recently wrote an interesting piece on they 4 keys to marketing to Generation Y (Gen Y) on the TL Marketing blog. Head over there and let the TL Marketing gang know what you [...]