Execs point to Web 2.0 as best way of marketing to millenials
Web 2.0 technologies are the best way to target young consumers when it comes to marketing, a survey of senior business executives has suggested.
Four in ten of those responding to the poll by the Economist Intelligence Unit (EIU) for Genesys said they believed strategies incorporating Web 2.0 elements such as online forums and webcasts were the best tactics for marketing to those born between 1982 and 2001 - the millennial generation.
Despite this, the survey suggested that not enough firms are actually meeting this need for a new form of marketing, with the top three methods used by young consumers to research and interact with firms being phone, email and physical storefronts.
"The Four Cs - convenience, customisation, community and cool - drive millennial purchasing behaviour," remarked Shaun Young of the EIU.
"And while companies recognise these characteristics, the survey finds they lack the wherewithal to capitalise on them."
Almost two-thirds of US organisations use Web 2.0 as part of their brand-building strategies, according to a recent survey by enterprise social media firm Awareness.
