Digitalisation has disrupted our society. In the world of media, this has led to a wide variety of social channels, content and different forms of advertising. Digitalisation has led to a new form of audience engagement where they can challenge companies by new means, interacting with media and advertising.
Often, we generalise this audience under one umbrella: Digital Natives. It makes sense to a certain extent, as they are completely different from earlier generations, who did not grow up with smartphones in their hands. However, for companies and marketeers, it gets harder and harder to effectively address them.
The latest «Get relevant» study of jim & jim tackles this challenge and provides a handy toolbox to effectively market to Digital Natives:
1. Which Generation do they belong to?
Digital Natives can be divided by generations – Gen Y and Gen Z. Clarifying this difference is crucial as both generations have grown up with different media and use different methods to searching for information. The study’s results define this milestone as 1990, dividing the older Gen Y from the younger Gen Z.
Gen Y uses texts when searching for information alongside news sites, blogs and Facebook. In contrast, Gen Z relies on images and videos when searching for information. YouTube, Instagram and Snapchat are used extensively. By 2020, 75% of all mobile data will be video (eMarketer).
2. What stage of their life they are in?
Depending on their stage in life Digital Natives have different needs and interests which need to be addressed by companies and advertisers. We differentiate between pupils, apprentices, university students and young professionals. Depending on what stage in life they are in, their interests vary.
For instance, “Computer & Games” is the number one interest for school students and apprentices, however, this was last for university students. University students’ top 3 interests are “Environment & Nature”, “News” and “Traveling”. Young Professionals are mainly interested in “Nutrition”, “Movies & Series” and “Money & Finances”. If you know the topics of interest for your target market, you can cater for them.
3. How do Digital Natives react to different forms of advertising?
The empirical results of the «Get relevant» study can be grouped into 5 advertising types: The Euphoric, The Profiteer, The Passive, The Ignorant and The Sceptic.
Their perception changes with regards to advertising and use of adblockers. Each form of advertising needs to be addressed in a different way.
The Euphoric actively seeks advertising, but have a very short attention span and low involvement. Whereas, The Sceptic opposes advertising but become great brand ambassadors when they are convinced by strong arguments. More information about the different advertising types can be found in the study report, which is available here: http://www.jimjim.ch/studies/.
All in all, you need to avoid generalising Digital Natives and get to know the subgroups within your target audience. Only after doing so, can you produce relevant content and spread it over the right channels. And remember, video is on the fast track.
About the «Get relevant» study:
We asked more than 1’500 young people (14- 29 years) in the German part of Switzerland in April and Mai 2017 with a standardized online questionnaire.
About jim & jim:
jim & jim is the leading agency in the area of NextGen Marketing in Switzerland. The agency develops strategic marketing concepts, executes campaigns and positions brands and their products to optimally target the young ones (generation y and z). Feel free to check out: www.jimjim.ch
Written by Annina Schamberger, Strategy & Concept Manager at jim & jim
jim & jim are official YMS BLN Event Partners - make sure you’re there for the live run through of their case study!