The youth of today, the most connected generation these days. They consume more information on a daily basis than any other generation, they communicate and interact in multiple ways and at a rapid rate. They speak a totally different language and also prefer to be approached in a totally different way.
So how does one go about engaging the youth? Interacting with the youth? There are many ways to do so, both online and offline. Why is it even important to interact with the youth? The youth have grown up with advertising all around them, they have adapted to their environment and are able to block out the messages they do not wish to receive.
Traditional advertising is no longer as effective on the youth as it used to be in the past. Engaging the youth is essential for brand awareness, brand longevity and brand loyalty. The youth are your current or future customers.
Engaging The Youth:
- Quick, Easy and Cheap
If you plan on interacting with the youth, make sure that they can interact with you quickly, easily and cost effectively. The youth generally hate going out of their way to do things. They also have so many things on the go at any one time, it is important that the interaction be quick and easy. The youth might have a lot of influence to how money gets spent but it is their parents money, they don’t want to spend all their money on interacting with your brand. Make sure the process is cost effective. - Be A Friend
Don’t try and sell them something immediately. Let them experience your product or service, let them see how other people are using your product or service. Allow them to decide whether they want to be apart of it or not. Most importantly though, build a relationship. If you build a relationship with youngsters you are far more likely to achieve brand loyalty. - Engage On Multiple Levels
If you are going to engage the youth, do so on multiple levels. The youth are very versatile, they access information through different mediums and methods. Make sure they are able to engage or interact with your brand via the internet, via their mobile and the different environment in which they are most active in. - They’re Smart, Not Arrogant
The youth aren’t stupid at all. You can’t fool them by putting a brand label on cheap material. They want quality, they want the best and are willing to come up with the money for it. However, don’t rule out substitutes. If the substitute is decent enough and affordable the youth will not be scared to switch over. Don’t try and trick or deceive the youth, they’re quick to catch on.
I agree 100%. They whole advertising strategy MUST change in this country. I never watch TV anymore except during the football games on the weekend so that advertising never reaches me! The only advertisements I ever see are banners online on websites!