Article Contributed by Sarah Gordon
Generation Y is a term which is often used to describe those born between 1980 and 1991. This group are the generation of the digital age or the first ‘digital natives’. Generation Y are seen as a powerhouse of potential for the workforce as well as an essential group of consumers. This mobile generation are shaping the future. Following Generation Y is not Generation Z, but Generation C.
Who is Generation C?
Generation C gets its namesake as this generation flourishes on Connection, Community, Creation and Curation. Generation C is not traditional in the sense it is not defined by their age, though are often found to be under 35. Generation C covers all who have embraced technology, shape opinion and lead on thought.
Google describes this generation:
- They are motivated by honesty and integrity.
- They are empowered by technology, living in the moment, always on.
- And they’re proud to give back more than they take on.
Why bother with Generation C?
Generation C are shaping the way we communicate and find information. This audience is highly influential therefore it makes sense for brands to engage with them. Generation C are the ones likely to share your content and engage with your brand. The internet is second nature to this generation and it’s well-known that it’s a powerful marketing tool.
How to market to Generation C
- Allow creativity
Involve them in your campaign; this could be in the form of a competition, social campaign, review or simply asking what they think. This generation are socially active, trendsetters not only will they help to spread your campaign but will revel in the opportunity to get involved and create.
- Go mobile
This generation are the pioneers of the smart phone. It’s not just a means of communication; it’s become a tool for shopping, sharing and finding information. In order to keep them interested it’s important you’ve fully embraced mobile technology. Websites need to be responsive to several devices and provide on-the-go information.
- Get personal
Think beyond using the customer’s name to be more ‘personal’. Generation C are wise to marketing and if you want them to take notice of your e-mail or campaign it needs to be appealing to them. Allow room for customisation and find out what they want. If you miss the mark it’s likely they’ll never notice your campaign.
- Be Social
Social Media can make or break a campaign. To be successful time needs to be dedicated to engaging with your customer base. Generation C aren’t interested in seeing a static page with sales type information. Get creative and involve popular culture to keep them enthused with the brand.
Ultimately to engage with this generation, research is crucial. Dedicated time needs to be set aside to research the latest trends, news stories and viral content. This way you can react and involve the audience in something they want to engage with. Always consider the user first.
Author Bio: Sarah Gordon of BT Business provide advice, business insights, news, case studies and more for small to medium enterprises and start-ups at: insights.bt.com