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How Marketers Attract Generation Y

Generation Y, youths born after 1978 and were under 26 in 2004, represents a staggering $211 billion market. With this kind of spending power, marketers have taken notice and are now seeking to attract Generation Y. Marketing efforts have gone past the traditional media outlets of TV, print and radio and are now seeking a new frontier, Internet. So how do marketers attract Generation Y?

Through gaining a better understanding on Generation Y and using that knowledge to leverage corporate Internet branding to court this viable market.

Understanding What Makes Generation Y Spend

Before you can start Generation Y marketing, you have to understand what makes them spend their money. This digital generation are marketing savvy and don’t subscribe to marketing loyalty, rather Generation Y seeks to be challenged and Generation Y marketers need to acknowledge this when approaching a branding campaign.

Corporate internet branding is an excellent method of approaching this elusive generation. It appeals to their value of “connectivity” – the importance of staying connected in order to grow. In addition to the idea of building your corporate brand with Generation Y’s help rather than building a brand for them. This digital generation doesn’t want you to tell them what to do, rather to engage them and interact, much like their favorite media outlet, the Internet.

Getting Generation Y’s Perspective

Consumer Perspective (www.consumer-perspective.com) is a consumer research marketing consulting firm that has done extensive research on how marketers can attract Generation Y. In their newsletter article, “Generation Y – The Largest Teen Population in the History of the US (How to Sell to and Manage This $211 Billion Market), they explore what motives Generation Y’s spending habits and how to approach this valuable market through media outlets, such as the Internet. Corporate branding is possible with this generation, but it requires a bigger understanding of the consumer’s perspective.

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