Gen Y
Gen Y Poised to Change B2B Marketing
Our recent national study conducted with Bart Zehren and PeanutLabs finds that Gen Y’s propensity for social and interactive communication is changing the B2B buying process. We encourage you to join us at the International DMA09 Conference and Exhibition October 20th where we will unveil detailed insights from the research.
Until then, there are a few interesting outcomes to keep in mind. For example, we found that only 4 of the 13 tools younger professionals are using to research business products and services fall within traditional media categories. The research further demonstrates that while these traditional methods have a place in an integrated marketing strategy, their use is declining. In anticipation of the changing behavior of these up-and-coming buyers, marketers need to move now to increase their digital proficiency and re-allocate their marketing mix.
Insights into how to incorporate emerging marketing technologies and channels will be further demonstrated during our DMA presentation by panelist Pam Evans, Senior Marketing Manager, Web Marketing, Worldwide Software Group, IBM. She will speak to how Gen Y and early adopters are driving a transformation in the way marketers must reach prospects by identifying how their influence is re-defining the landscape.
One big difference is that Gen Y engages online to harnesses the value of conversation as media and trying to control the conversation will be counterproductive and potentially harmful. Other large lessons learned from this discussion will be which rational brand web elements truly support this new customer’s choice.
Dick Strassburger, Integrated Media Director at Colman Brohan Davis will round out the conversation with revealing details on consumption, including facts on how social network usage among these professionals has increased 152% year over year, and that video is emerging with the largest potential to connect with this audience.
