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2
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<p>Since they're less likely than their older siblings and parents to be consuming media through traditional channels, marketers have increasingly followed them into the channels of <em>their</em> choice.</p>
<p>Online, this means social networks.</p>
<p>But according to a study conducted by the Participatory Marketing Network (PMN), going where Gen Y is and actually marketing to Gen Y effectively <a href="http://thepmn.org/BlogRetrieve.aspx?BlogID=1874&PostID=54641">are two very different things</a>.</p>
<p>A panel of 220 Gen Y'ers aged 18-24 were asked about their interactions with brands and advertising on social networks. The results highlight the challenges that marketers have reaching this elusive demographic:</p>
<ul>
<li>Of the panel, 62% had visited a brand or fan page on a social network. Only 48% have joined.</li>
<li>74% of the panel members stated that they rarely click on ad on social networks, even though 84% said they notice them. 36% say that they never click on these ads.</li>
<li>Only 19% felt that the ads they've seen on social networks were relevant.</li>
</ul>
<p>Interestingly, 51% of the panel members said that they'd prefer a separate social network for their brand relationships. I take this with a grain of salt given how unsuccessful many <a href="http://techdirt.com/articles/20061003/074614.shtml">brand-built social networks</a> have been.</p>
<p>When it comes to why these Gen Y members chose to interact with a brand on a social network, the reasons were:</p>
<ul>
<li>"<em>Get news or product updates</em>" (67%).</li>
<li>"<em>View promotions</em>" (64%).</li>
<li>"<em>View or download music or videos</em>" (41%).</li>
<li>"<em>Submit opinions</em>" (36%).</li>
<li>"<em>Connect with other customers</em>" (33%).</li>
</ul>
<p>This is very interesting to me since the clear winners ("<em>Get news or product updates</em>" and "<em>View promotions</em>") indicate that <strong>Gen Y'ers see brand interaction on social networks as being primarily informational and transactional, not social</strong>. Which one might take to mean that focusing too much on '<em>engagement</em>' could actually, contrary to popular belief, be a mistake.</p>
<p><em>Is it possible that when it comes to brands, social networks are an information delivery platform, not an engagement platform?</em></p>
<p>PMN's research seems to hint at that and is worth of follow-up study.</p>
<p>Since they're less likely than their older siblings and parents to be consuming media through traditional channels, marketers have increasingly followed them into the channels of <em>their</em> choice.</p>
<p>Online, this means social networks.</p>
<p>But according to a study conducted by the Participatory Marketing Network (PMN), going where Gen Y is and actually marketing to Gen Y effectively <a href="http://thepmn.org/BlogRetrieve.aspx?BlogID=1874&PostID=54641">are two very different things</a>.</p>
<p>A panel of 220 Gen Y'ers aged 18-24 were asked about their interactions with brands and advertising on social networks. The results highlight the challenges that marketers have reaching this elusive demographic:</p>
<ul>
<li>Of the panel, 62% had visited a brand or fan page on a social network. Only 48% have joined.</li>
<li>74% of the panel members stated that they rarely click on ad on social networks, even though 84% said they notice them. 36% say that they never click on these ads.</li>
<li>Only 19% felt that the ads they've seen on social networks were relevant.</li>
</ul>
<p>Interestingly, 51% of the panel members said that they'd prefer a separate social network for their brand relationships. I take this with a grain of salt given how unsuccessful many <a href="http://techdirt.com/articles/20061003/074614.shtml">brand-built social networks</a> have been.</p>
<p>When it comes to why these Gen Y members chose to interact with a brand on a social network, the reasons were:</p>
<ul>
<li>"<em>Get news or product updates</em>" (67%).</li>
<li>"<em>View promotions</em>" (64%).</li>
<li>"<em>View or download music or videos</em>" (41%).</li>
<li>"<em>Submit opinions</em>" (36%).</li>
<li>"<em>Connect with other customers</em>" (33%).</li>
</ul>
<p>This is very interesting to me since the clear winners ("<em>Get news or product updates</em>" and "<em>View promotions</em>") indicate that <strong>Gen Y'ers see brand interaction on social networks as being primarily informational and transactional, not social</strong>. Which one might take to mean that focusing too much on '<em>engagement</em>' could actually, contrary to popular belief, be a mistake.</p>
<p><em>Is it possible that when it comes to brands, social networks are an information delivery platform, not an engagement platform?</em></p>
<p>PMN's research seems to hint at that and is worth of follow-up study.</p>
2009-03-04T16:02:19+00:00
2
1
html
<p><strong><img alt="" height="100" src="http://farm3.static.flickr.com/2223/2169415281_3faf71eea3_t.jpg" style="margin-left: 5px; margin-right: 5px; float: left;" width="75" />Gen Y, the demographic group generally considered to be those born somewhere between 1977 and 2000, is a group that marketers pay a lot of attention to.</strong></p>
<p>They're the multi-platform generation, consuming media on a variety of devices (including mobile phones). They're also said to be fickle and hard to keep engaged. But above all else, they're elusive.</p>
<p><strong><img style="margin-left: 5px; margin-right: 5px; float: left;" src="http://farm3.static.flickr.com/2223/2169415281_3faf71eea3_t.jpg" alt="" width="75" height="100" />Gen Y, the demographic group generally considered to be those born somewhere between 1977 and 2000, is a group that marketers pay a lot of attention to.</strong></p>
<p>They're the multi-platform generation, consuming media on a variety of devices (including mobile phones). They're also said to be fickle and hard to keep engaged. But above all else, they're elusive.</p>
false
3397
<p>For background on online PR and social media more generally, It's worth reading our (free to registered users) <strong><a href="http://econsultancy.com/reports/online-pr-and-social-media-trends-briefing">Social Media Trends Briefing</a></strong> (June 2009). Econsultancy has also published <strong><a href="http://econsultancy.com/reports/social-media-and-online-pr-digital-marketing-template-files">Social Media and Online PR Template Files</a></strong>, which you can adapt and use for your own projects. For innovation in this space, download our <strong><a href="http://econsultancy.com/reports/innovation-report">Innovation Report</a></strong>.</p>
<p>For background on online PR and social media more generally, It's worth reading our (free to registered users) <strong><a href="http://econsultancy.com/reports/online-pr-and-social-media-trends-briefing">Social Media Trends Briefing</a></strong> (June 2009). Econsultancy has also published <strong><a href="http://econsultancy.com/reports/social-media-and-online-pr-digital-marketing-template-files">Social Media and Online PR Template Files</a></strong>, which you can adapt and use for your own projects. For innovation in this space, download our <strong><a href="http://econsultancy.com/reports/innovation-report">Innovation Report</a></strong>.</p>
Gen Y is hard to reach on social networks too
false
2009-03-04T16:29:00+00:00
gen-y-is-hard-to-reach-on-social-networks-too
2009-04-30T03:57:26+01:00
2009-10-13T10:04:10+01:00
2158