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Direct marketers interested in reaching the younger subset of Generation Y need to understand one thing about this generation: The way 18- to 24-year-olds cope with information overload on the Internet is simple—they compartmentalize it or ignore it.
So says Michael Della Penna, co-founder and executive chairman of the Participatory Marketing Network, a group that released a study in March to that effect. The study, researched in February in conjunction with the Lubin School of Business’ Interactive and Direct Marketing Lab at Pace University, points out that social media marketing often misses the mark.
Among the 220 Gen Y: Behaviors Within Social Networks study participants, 51 percent say they’d be happy to regularly engage with brands on a social network if companies were aggregated there so Gen Yers could manage their commercial interactions separately from their social ones.
“If brands … want their fan page to be the kind of destination where visitors can truly interact and participate with their brand, they need to rethink their approach,” says Della Penna, who is also president and co-founder of brand interaction and relationship marketing firm Aiti Solutions of New York. “That will require going beyond videos and photos and adding more robust functionality that helps facilitate conversations through the exchange of ideas and opinions.”
Learn more about the study at http://thepmn.org.
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