As I was saying about media consumption habits….
15Jan09

A few weeks ago I posted Why My Kids Will be the Death of Traditional Media. Only today we were explaining why to a few clients so they could understand our enthusiasm for new media options and alternative marketing thinking.

Seems that the funeral march may have already started with Gen Y consumers according to uber Gen Y blogger and media observer Zac Martin.

This week Zac has rather eloquently posted his Gen Y media  consumption habits. Media producers and advertisers take note.

Zac’s post has generated plenty of comments and discussion. Not all agree with him. Nor do I advocate abandoning traditional media channels when trying to reach Gen Y or their kid sisters and brothers. But the point is, where there’s smoke there’s fire. A massive transition has commenced from the dominance of Boomer media to the imminent predominance of Gen Y (and beyond) media.

Your marketing mix must start including alternatives to the traditional media channels because they are loosing relevance.

16 Jan: Follow-up

I asked Zac how we advertisers and marketers should reach Gen Y consumers who don’t use traditional media. He didn’t have an immediate answer to this obviously crucial dilemna but he did point me to a light-hearted set of potential online business models to consider. Zac also said he has some more suggestions coming. Stay tuned.

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Posted under Advertising, Media Mix, Web/Tech

3 Responses to “As I was saying about media consumption habits….”

As Gavin tweeted yesterday, “the only certainty is uncertainty”.

Sure there are characteristics that pertain to particular generations, but it’s not always helpful to lump everyone under the one banner.

I heard Rebecca Huntley from the McKay report talk one afternoon and she said the interesting thing about generational change is that it’s very difficult to predict. In other words, you can’t make assumptions about the next generation by looking at the one before. Interesting thought.

Comment by Kate Richardson on January 16th, 2009

Very true Kate, very true. I think what Zac is saying, and I was saying regarding my kids, is that media consumption habits are changing with the generations and we all need to be aware of that when we plan our marketing.

Of course, one 19 year marketing student with a social media addiction, or two sons of a digital agency owner may not be entirely representative of the larger population, but they still have plenty of friends with similar habits.

Comment by Craig Wilson on January 16th, 2009

[...] As I was saying about media consumption habits… [...]

Comment by Ad industry leader declares major shift to digital age has occurred | Sticky Advertising | Australian Advertising Agency | Newcastle Advertising Agency on January 23rd, 2009

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