Generation Y Next Target for MB
October 1, 2009 - Marketing Breakthroughs sent two proud members of Generation Y to the most recent Canadian Marketing Assocation Ottawa luncheon to learn more about this still-emerging and somewhat elusive market.
Ben Myers and Melissa Ray made their way to the Hampton Inn on
September 29 with the hopes of gaining more insight into this
influential group. According to research presented by Jeff Walker,
of public research firm Harris Decima, Gen Y is
unique in some ways, but very much like its predecessors in
others.
Jeff described Gen Y as materialistic, civic-minded and
individualistic. When it comes to purchases, Gen Y does what most
generations before have done: they trust word of mouth. However,
this "word" can (and will most likely) be from friends or
acquaintances online. With large social networks to draw from, this
is a great opportunity for marketers to reach out to Gen Y, and
convince them of their products' superiority.
"The discussion helped me solidify some ideas I've been thinking
of for a while now," said Ben Myers, New Media Writer. "Gen Y is a
great group to market to because word spreads so quickly through
their online social networks."
Some recommendations were made during the ensuing discussion at
the luncheon, including how to facilitate better two-way dialogue
with Gen Y, and online crisis management.
This event revealed some great insight for the MB team to use in
future projects. Marketing to Gen Y is both a challenge and an
opportunity-and Marketing Breakthroughs is now better prepared to
take it on.
