A new generation is born called Generation C, short for the “connected” generation. Assumptions may have business owners thinking this is a generation outside of the target audience traditionally 25 to 54-years-old, but according to Nielsen and NM Incite’s U.S. Digital Consumer Report released in February, Generation C is the primary digital consumer audience.
Between the ages of 18 and 34, Generation C, formerly known as Generation Y, is connecting with brands and products in new and unique ways. More than 58 percent of Generation C members use mobile phones to access social media accounts compared to 36.3 percent of users between the ages of 35 and 54.
This spend-happy audience makes decisions on wants not necessarily needs, and frankly their needs are defined a lot looser than those of us planning for retirement soon. Although Generation C may appear to have less buying power than Baby Boomers, they are now the primary target audience, because of their diverse media habits making them an impossible captive audience.
Businesses in all industries will have to garner the attention of Generation C members, because without their attention and money, businesses will begin to slide down a slippery, profitless slope.
The challenge is to captivate this audience within your budget, and we have some tips to help you connect. Generation C individuals visit blogs to learn and read news more than they visit valid news websites. By the end of 2011, NM Incite’s reports there were 181 million active blogs across the globe online.
Nielsen’s research also shows this audience trusts advertising more when it appears on a brand-connected website as opposed to receiving an ad on their mobile device seeming to view mobile ads more like spam until mobile ads build momentum.
Study participants gave more weight to ads with products placed in television programs than they did to social media website ads providing real insight for building trust with Generation C. Tablet users are twice as likely to click online ads than mobile users in this age group.
Quick tips to connect with Generation C include creating an ongoing blog to attract Generation C visitors, post articles as a guest blogger on sites such as WordPress and to target online advertising on valid, well-known websites rather than paying for a more expensive, blanket ad campaign. A reasonably priced way to boost your ranking online with all consumers is to pay to be listed as a sponsored, local business link in Google’s search results.
Learning how to target your marketing successfully to Generation C, a group whose attention is so diversified, it can be tough to capture. Download the free U.S. Digital Consumer Report at goo.gl/XlaZp.
Camden Smith, owner of DREAMFly Marketing LLC, has more than eight years expertise in branding and marketing strategy and 13 years experience in public relations. Formerly a WINK-TV reporter, Smith is an award-winning PR strategist and lives in Naples with her husband. Visit Smith at dreamflymarketing.com