“One thing that all of the Millennials have in
common is their utter fluency and comfort with digital technology. They don’t just
embrace technology, it’s a way of life. The Millennials were the first
generation to grow up in a world filled with computers, cellphones, satellite
TV, iPods, and online social networks. A recent study found that 91 percent of
Millennials are on the Web, making up 32 percent of all U.S. Internet users.
According to another study, 77 percent of Millennials frequent social
networking sites and 71 percent use instant messaging. “All generations are
comfortable with technology, but this is the generation that’s been formed by
technology,” says a Yahoo! executive. For them, “it’s not something separate.
It’s just something they do.” - Marketing: An Introduction Armstrong/Kotler
I feel quite strongly that I agree with what the
textbook says for my generation. It fits me very well. The description of the
people born between 1977 and 2000 matches really well with the people I know.
We are lost without our cell phones and have problems when we are away from our
social networking or our games.
“However, the Millennials are bombarded with marketing messages
coming at them from all directions. And rather than having mass marketing
messages pushed at them, they prefer to seek out information and engage in
two-way brand conversations. Thus, reaching these message-saturated consumers
effectively requires creative marketing approaches.” - Marketing:
An Introduction Armstrong/Kotler
Due to the fact that so much advertising is pushed
at us, we tend to focus our attentions on what appeals to us and what we are
interested in, what we like.
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