몇년 지나긴 했지만 여전히 진행형인 넷세대에 대한 최초의 통찰... 너무 긍정적인 찬가라는 것과 최종 근거가 저자의 두 자녀라는 점은 조금 아쉬움... 그리고 여전히 규정하기 어려운 소비자라는...
통제의 문화에서 실행의 문화로
세대 차이(Generation Gap)에서 세대 덮기(Generation Lap)로
이들의 특징 8가지.
1. 최고의 가치는 선택의 자유다
2. 내 개성에 맞게 맞춤 제작한다
3. 철저하게 조사, 분석한다
4. 약속을 지키고 성실함을 중시한다
5. 협업에 익숙하다
6. 일도 놀이처럼 즐거워야 한다
7. 매사에 스피드를 추구한다
8. 혁신을 사랑한다
이들을 고객으로 하는 마케팅 전문가들을 위한 지침
1. 고객에게 집중하지 말라. 고객을 참여시켜라 - Engagement
2. 제품과 서비스를 창조하지 말라. 소비자의 기대치를 창조하라 - 공감과 Experience
3. 일방적인 전달 매체에 내보내는 광고를 극단적으로 줄여라 - 디지털 미디어, SNS
4. N플루언스 네트워크에 접속할 수 있는 전략을 개발하라 - 입소문
5. 브랜드를 다시 정의하라 - 이미지가 아닌 관계
6. 기업의 DNA와 마케팅 활동에 성실성이 묻어나게 하라 - 정직, 배려, 책임감, 투명성
7. 넷세대를 마케팅 운동의 중심에 세워라 - 4P에서 ABCDE (any place, brand, communication, discovery, experience)로
작년 AdAge에 실린 5 tips for marketing to millennials는 위 7 가지 지침의 최신판.
1. Be fast
For millennials, there's nothing worth saying that can't be said in 140 characters or less. It's not that they can't handle long-form pitches, they just know you can do better. So do better.
2. Be clever
As Nick Shore, head of research for MTV, said, "Smart and funny is the new rock 'n' roll." Millennials are set to be the most-educated generation on record, with the largest social-media platform (Facebook) having been famously born on a college campus. "With their roots in college culture, it's no wonder eloquence and timing are more prized than ever for this generation. Err on the side of overestimating the millennial -- as the Old Spice campaign shows -- and sometimes they'll surprise you.
3. Be transparent
Millennials may be arrogant and entitled, but they're not stupid, and they know media exists to sell them things. So rather than pretending your branded beverage isn't conspicuously placed in a TV character's hand to entice them, look for new ways to make it funny. It will ring true with them, and they'll appreciate the honesty. (Need a cue? Look no further than the deliciously self-referential "30 Rock.")
4. Don't "technologize" everything
By their own definition, millennials are in part defined by their use of and reliance on technology. But marketers should resist the urge to attempt to "speak their language" -- Gen Yers can smell those ploys a mile away. Remember, millennials are digital natives -- they don't use technology; they live it, and they do so subconsciously.
5. Give them a reason to talk about you
Millennials don't like ads, but they don't mind marketing that's non-invasive, non-interruptive and that adds something to their experience, either online or off. Whether it's a fun and timely iPhone app, a targeted high-profile event or a personalized viral-video campaign, if you want your message to resonate with millennials, give them something to talk about. And if we know the first thing about millennials, talk they will.