Generation Y Marketing: Tips From Leading Higher Education Advertising & Interactive Agency
Holmes Publications
August 06, 2009
www.austin-williams.com
Defined as those born after 1982, Generation Y – also known as Millennials – now rank among one of the fastest growing population segments. With numbers estimated as high as 70 million – and disposable income to spend (even if it´s sometimes their parents´) – this target market is an attractive, albeit often-elusive one.
So how do you reach this vast generation? First, you have to understand them, according to leading marketing, advertising and interactive agency Austin & Williams. Based on Long Island, the agency does extensive research on how people – including GenY-ers – make important personal and business decisions. According to the latest marketing research:
• The Internet is taking over as a leading source of advice to young adults making critical life decisions. Research shows that while parents remain a strong influence, web sites and blogs are moving up the ranks for such major decisions as higher education, healthcare, home purchases and finances.
• Advertising still "somewhat" influences big purchase decisions. A recent AdWeek/Harris poll found that nearly half (45%) of those in the 18 – 34-year-old consumer group that includes GenY said that advertising was "somewhat influential in guiding their most recent big purchases." Furthermore, a good majority of those (66%) also said that most of the advertising out there is, at the very least, "somewhat interesting." Want to really grab them? Use humor and irony and stay away from the "aspirational" and "ad speak".
• It´s still more about what their friends think, not what your ad says. Not surprisingly, peer influence is incredibly powerful with this segment, making social media strategies as well as grass roots events – where Gen Y-ers can hang together – an integral part of any marketing effort to this group.
• Gen Y has an insatiable appetite for texting. Texting is the preferred form of communication; e-mail is a thing of the past. These short, fast bursts of information travel through a maze of humanity. They are read, absorbed and forwarded onto other friends, relatives and peers. The information must be fun, entertaining and enlightening to help guarantee a viral pass-on.
See how these insights have helped our higher education clients reach Generation Y-ers – and inspire them to act. To find out how we can do the same for you, contact Austin & Williams.
Defined as those born after 1982, Generation Y – also known as Millennials – now rank among one of the fastest growing population segments. With numbers estimated as high as 70 million – and disposable income to spend (even if it´s sometimes their parents´) – this target market is an attractive, albeit often-elusive one.
So how do you reach this vast generation? First, you have to understand them, according to leading marketing, advertising and interactive agency Austin & Williams. Based on Long Island, the agency does extensive research on how people – including GenY-ers – make important personal and business decisions. According to the latest marketing research:
• The Internet is taking over as a leading source of advice to young adults making critical life decisions. Research shows that while parents remain a strong influence, web sites and blogs are moving up the ranks for such major decisions as higher education, healthcare, home purchases and finances.
• Advertising still "somewhat" influences big purchase decisions. A recent AdWeek/Harris poll found that nearly half (45%) of those in the 18 – 34-year-old consumer group that includes GenY said that advertising was "somewhat influential in guiding their most recent big purchases." Furthermore, a good majority of those (66%) also said that most of the advertising out there is, at the very least, "somewhat interesting." Want to really grab them? Use humor and irony and stay away from the "aspirational" and "ad speak".
• It´s still more about what their friends think, not what your ad says. Not surprisingly, peer influence is incredibly powerful with this segment, making social media strategies as well as grass roots events – where Gen Y-ers can hang together – an integral part of any marketing effort to this group.
• Gen Y has an insatiable appetite for texting. Texting is the preferred form of communication; e-mail is a thing of the past. These short, fast bursts of information travel through a maze of humanity. They are read, absorbed and forwarded onto other friends, relatives and peers. The information must be fun, entertaining and enlightening to help guarantee a viral pass-on.
See how these insights have helped our higher education clients reach Generation Y-ers – and inspire them to act. To find out how we can do the same for you, contact Austin & Williams.
Print
Email
