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Generation Ys are those young people aged between 17 and 28 years old, the children of the baby boomers. Some sixty million strong, they are the largest group to influence the American scene since the baby boomers. While not quite the size of the baby boomer group, they are ready to grow considerably and to soon compete with it in buying power.

Some three-quarters of Generation Y go online regularly, the familiarity with this media no doubt initiated through primary and secondary schooling that demanded online access as a prerequisite. The group's tendency to use this medium as its main communication method should encourage marketers to create ways and means to reach its members.

Generation Ys make contact via email, social networking and video, and they especially like texting. Studies indicate large numbers of texts are sent by countless teenagers in any given month. Nearly all Generation Ys have cell phones. Campaigns involving the sending of text messages, therefore, are something for marketers to include in their marketing plan, particularly as it is estimated that 75% of all text messages are sent by Generation Ys.

Marketing to the children of the baby boomers will not be easy. Boomer brands failed in attempts to target the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming large enough to impact on a boomer brand more significantly, simply by not taking any notice of it. Rival brands could also be launched to cause a greater threat. To succeed in promoting to this group, then, you will need to learn what makes it tick.

Generation Y consumers have grown up in an even more technologically advanced medium than the baby boomers and react to advertising differently. In many cases they are resistant to the traditional marketing channels that appealed to older generations. The marketers that do manage to grab the attention of Generator Y consumers are finding them in places they are known to visit, for example, the Net, social networks, and cable TV.

When you think of the multitude of social networks online, just a few cater specifically for the Generation Y group. Facebook and Twitter are very popular, even though their popularity is associated with a number of groups. Others include: BrazenCareerist.com, 20somethings.ning.com, Unigo.com, myYearbook.com. Each of these networks caters for a variety of Generation Y needs.

Older generations as well as marketers can learn a lot from these networks, to better understand who Generation Ys are and what they're about. They don't expect older generations to acknowledge everything about their lifestyle. They simply want understanding and respect.

To the online marketer, then, learn about the Generation Y motivators. Visit their social networks and get to know them through reading what they are writing about. Your experience there will give you some knowledge on how to market to the Generation Y needs.

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