How effective is Social Media Advertising on ‘Generation Y’?

Posted: Tuesday, June 29th, 2010 at 1:45 PM | By: Jonny Rose

As Social Media becomes an increasingly integral marketing arm for businesses across the globe, its effectiveness on ‘Generation Y’ is becoming a pressing question for those trying to advertise to this technologically-savvy group.

Using research conducted by Colette Lucas, Aaron and Gould have produced a paper that documents Colette’s findings.

To read the results, please go here and here.

Published in Blog
  • Interesting study but I think it falls into the same trap that PRs fall in to - you are viewing advertising as something quite open and conscious, jamming old media ways into new media platforms.

    The most successful advertising today is subconscious or incidental advertising - be it a product placement within a game or a subtly produced fanletter that, on the face of it, has nothing to do with the brand (but is sent by them).

    GenY is very savvy when it comes to conscious advertising and, along with their older counterparts, is wary, even dismissive of traditional adverts shoe-horned into the social world - rightly so. However, they are regular consumers of subconscious advertising and they do not even realise it. The only problem is that, if it works properly, you will never be able to measure their views on good subconscious advertising - because they will not realise it is there even as it worms its way into their psyche.

    Anyway, I'm off to have a nice refreshing iced Coke now and consider some other social media matters.

    ;)
blog comments powered by Disqus

Facebook

Twitter »

"Let us show you how smart Social Media can take your business' online presence to a whole new level."