Platt Retail Institute: Reaching Generation Y through Digital Networks
By Christoph Harttung, Vice President,
Operations & Productions, Conextmedia
Through a special
arrangement, presented here for discussion is an excerpt of a current article
from the Platt Retail Institute’s Quarterly Retail Analytics report.
Online video usage has
exploded over the last few years, with more than 400 million people watching
internet video today, and some one billion predicted by 2012. In communicating
with Generation Ys, video content should be carefully
considered in retail digital signage environments.
Gen-Y’s members are
the first generation to have grown up on the internet. Hard to reach, yet
free-spending, Gen Y people are adapters of the latest technology and trends.
Civic-minded and socially responsible, they value open communication and
are socially networked. They resist reading and increasingly avoid television
in lieu of immediate access to digested information. They are constantly
percent use websites as their primary source of news.
percent own a blog and 44 percent read blogs.
percent download music using peer-to-peer file sharing.
percent of college students have a Facebook account.
percent own some type of portable music and/or video device such as an iPod.
It is therefore increasingly
difficult to market and advertise to this audience through traditional
models. Broadband provides fast load times, thus limiting messaging placement.
On-demand services facilitate skipping or fast-forwarding through commercials.
This is further complicated through an inherent desire of Gen Ys to
make purchase decisions on their own terms by getting information first
and making a decision later.
So how do we reach this
Marketers are exploring the use
of rich media and specifically in-store video as an effective way to draw
in this audience, and present messaging in a manner acceptable to Gen Y.
The principle at work is speaking “with” rather than “to” Gen Ys to
quickly establish trust. Once engaged, the marketer should attempt to build
on that trust in a way that respects the Gen Y value set and follows its
decision-making criteria. By “framing” a message within video
the idea is to draw Gen Ys in, and present entertaining and on-point information
Among the key considerations for
what truly differentiates your company, not just products.
- Providing real,
useful, relevant and up-to-date information.
- Considering multiple/alternative
media to share additional information.
an integrated plan that reinforces messaging across multiple media and
- Repurposing interesting marketing
for opportunities to show your company’s personality.
- Demonstrating social
Retailers considering the use of
in-store video are advised to invest in content tailored to Gen Y, as well
as provide a network to carefully target audiences with appropriate messaging
and frequency of updates.
How would you rate in-store video as a way to communicate with Gen-Y
consumers? What considerations do you think are critical when “framing” a
message within video to reach the Gen-Y generation?
- Second Quarter
2009 issue of Platt Retail Institute’s Quarterly Retail Analytics – Platt