Five Tips for Connecting With the Digital Millennial Market
Gen Y might be the term market researchers developed to identify the consumer cohort group that follows Gen X, but it’s not a term that consumers in this market segment would have picked for themselves, says Resource Interactive, a Columbus, Ohio-based interactive agency that focuses on helping companies develop rewarding digital experiences for customers and constituencies. After conducting some research of its own on this generation—born between 1982 and 2000—the agency determined that this consumer group is more upbeat and positive than its Gen X counterparts, and as such, wants nothing to do with the Gen Y label.
To more accurately reflect what this youth generation is about, Resource Interactive dubbed it “digital millennials.” The word “digital” refers to how wired this group is and “millennial” is a nod to the older segment of this group which graduated from high school in 2000. Growing up in a world that has always offered online media choices has shaped a very different consumer than that of prior generations, says the agency. To connect with this unique segment of consumers, it offers marketers five tips (published in the November 2006 issue of its newsletter, “Litmus”)”
1. Lose the hype. Trying to make your brand look and sound cool by mimicking the way this market speaks is a bad idea. It’s the equivalent of a business man in a suit slapping a baseball hat on sideways and thinking it gives him street cred. Resource Interactive points out that digital millennials “want to do business with authentic brands and want a continuous influx of new products because they process information and changes quickly.” An example of a site that is scoring points with this market, the agency says, is eBay; it’s got fresh product, a strong user community, self-polices and offers the perception of getting a deal.