This is a headline of one of Guy Kawasakis http://blog.guykawasaki.com/ posts I liked in somehow. Is it because he strengthens my view on marketing and advertising? Yes, of course, this is one reason. But beware, one has to be careful not become blind for contrary notions.
He introduces the results of a panel he moderated (Churchill Club panel) called Next Generation Insights. It featured six Silicon Valley young adults whose ages ranged from fifteen to twenty four.
These are some factoids that he found interesting and I find worthwile to quote:
- The BubbleGeneration consumers will be harder to reach than any prior generation since the invention of language.
- They have taken technology to new places faster than traditional marketers (read:you) can cope.
- They don’t need the old intermediaries to establish their tastes and preferences.
- They send as many as 4,000 text messages per month from their phones.
- They watch one to two hours of TV per week. And they use Tivo or a recording device to fast-forward through commercials during that short timeframe!
- They all have iPods, and they are very loyal to Apple.
- They buy approximately forty songs a month on iTunes.
- Helio is the hot phone (though none of them had one). I had never heard of it before!
The bottom line message is that before you waste your marketing dollars, you should watch what the panelists had to say about these topics:
- Their fascination with MySpace and FaceBook.
- How they use their cell phones—and seldom use a landline.
- How they use computers—and Microsoft Office!
- The surprisingly high degree to which they resent being “marketed to.”
- The even more surprising degree to which “old media’ like magazines (specifically Wired for the males and US for the females) are effective.
- Their dislike of online advertising whether banner, pop-up, or an ad running before or after a free video clip.
GM, Dell and Nike: The Bubble Generation doesn’t want to buy from you. But if they discover you on their own terms, they may invite you into their lives.
I hope one night, one day or so they will discover biestmilch and its fascinating world.
When he asked how advertisers can get to them, there wasn’t a lot of
good news. Product placement may work if it’s subtle, but it sure
appears that most forms of digital/online advertising are dead in the
water for reaching young people. This is a whole new world…
What are some of the secrets to the way your new consumers do work?
- Instead of search and sell, they are into “discovery;”
- They rely more on “alpha consumers” for their buying cues–people they admire, celebrities;
- They want active interaction, not passive purchasing;
- They have set boundaries outside of which your pitch is a violation; and
- All they hear is noise–so quiet down.
- What can you do to reach this lucrative emerging market?
- They are into sharing. Referral is a form of sharing.
- They can be reached by “work of mouth,” so actively campaign
- Tap into their social capital fund, be a friend.
