Getting to Know the Generation Y Consumer

With so many differing demo- and psycho-graphics marketers are attempting to reach, plus new target audiences emerging all the time, it is essential to discover new and innovative ways to learn about them. The article Portrait of the New Media Consumer discusses how consumers are keeping up with and using all the latest technologies. . . all at once. The introduction of the iPhone itself just goes to show that we are multi-tasking more than ever. Who would have ever thought that you could check your e-mail, send photos to Grandma, download the latest pop song, and call your boss with one device small enough to fit into your pocket? These tech-savvy consumers certainly know about us, so we should absolutely know about them, and with all this technology, we certainly have the means to go beyond the traditional mall-intercepts and focus groups that we have all grown so accustomed to.

"Americans spend 9.5 hours in a day with media. . . the most time spent on any daily activity." Not surprising considering the billions of dollars spent on the latest ways of consuming this media every year, but we should be able to infiltrate that media on all fronts in order to saturate the audience with our brand image. This simultaneous consumption of various types of media bodes well for advertisers because they can solidify their messages without the public even realizing it, therefore not seeming too pushy. Also, the messages are more likely to be absorbed due to the switching back and forth that keeps the "exposee" actively involved rather than sitting in front of the tube like a vegetable.

Beyond the advertising edge this constant media exposure provides, we can use this new media to find out more about our target audiences. The "Portrait of the New Media Consumer" article claims that it is more difficult to find people with all of the media options, but I disagree. With the widespread popularity of social-networking sites like Facebook and MySpace, programs and hardware where personal information information is registered (ipods, itunes, etc.), and the rampant use of all-in-one devices like blackberrys and pdas, it is much easier for advertisers to track the preferences and habits of the consumer.

The trick is getting to know your target and providing things that fit into their lifestyle. For instance, in the article Targeting Young Males, it is highlighted that young males are into video games and not so much television. Therefore this should tell us that if advertising to young men, TV is out, advertainment is in. In-game ads such as product placement and interactive ads would be the correct route. In addition, young males like to feel as if they have discovered something, which is why Scion's approach worked. They learned what the young males were interested in and then attracted their attention rather than bombarding them with ads full of scantily clad women, which it seems is the favorite approach of marketing toward men.

All in all, the new age of technology should be seen as an opportunity rather than a threat to connecting with the consumer.

Podcasts as a source of industry news

I had never before thought of podcasts as a medium to turn to for industry information until I was asked to listen as a class assignment. After listening to each of the podcasts Across the Sound by Joe Jaffe and Marketing Edge by Albert Maruggi, I have decided that I was right in not thinking of them as must have sources. The audio only format, while it is ideal for people on the run who only have time to listen on i-pods in order to get the latest news, is unappealing in many more ways than it is beneficial.

Firstly, there is no visual stimulation, therefore making it difficult to keep one's interest for long. And maybe I'm just being nit-picky here, but people generally have a difficult time trusting or taking advice from someone whom they cannot or never have seen. In addition, many of the speakers, try as they might, have nothing but the most monotone of dialogues to offer. Personally I found myself zoning in and out of consciousness straining to hang on every word, which makes me think listening would be especially difficult if I happened to be multi-tasking at the time.

Secondly, though the 'pod-caster' may think that everything he or she has to say is nothing short of philosophical or at the very least valuable information, much of it is unnecessary clutter when trying to pick out the highlights. I would much rather have a printout of the cast so that I can skim through and select the pieces I find to be of most value. Additionally it would give one unlimited time in which to process the new information without missing important bits. I know, I know, we are in the age of technology and everything is digital these days, but I guess I am old-fashioned in believing that nothing beats a hard copy.

Thirdly, the comments incorporated into the pod-casts seem to be pretty subjective. Don't get me wrong, I certainly value the opinions of others who may have a different take on the field, but if I want someone's opinion, I will seek it. If I am seeking industry information however, I want just the facts. Aside from the other issues I mentioned, these podcasts would be a good source for some news annotated with personal opinion, but other than that, I wouldn't bother.

So are podcasts really the way of the future for getting information in the marketing industry? I certainly hope not because I will most likely be tuning out.