Media Life speaks with Simmons Co. CEO Bill Engel about how to market to Generation Y, outlining ways marketers need to adjust their approach to capture the attention of the easily
diverted next generation. Engel says the concept of time loses meaning with Gen Y, meaning that Gen Y-ers, through constant multitasking, can squeeze 31 hours out of a single day. Their facility with
multitasking has also enabled them to tune out marketing messages, putting a premium on marketing initiatives that actually engage them and force them to act. Engel says that while many marketers are
able to engage them, many more miss the mark. Companies can avoid using demographics and start relying more on demonstrated behaviors to be more relevant to consumers in general and especially Gen Y,
a segment that won't pay attention to anything that isn't appropriate for them. Because consumer choice is so much more important now, we live in a world where "demos aren't important anymore,
period," says Engel. "It's all about behaviors. I mean, can you describe an 18-34 consumer?"
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