When we talk about demographics in terms of marketing, we begin to think about where we fall in the scheme of things as well. For me, many questions are raised to find out what it means to be part of Generation Y, or a Millenial baby. My generation, babies born between the years of 1977-2000 have "utter fluency and comfort with digital technology. They just don't embrace technology. It's a way of life" (Armstrong/Kotler, p.74).
For marketers, this has a huge impact on the methods they will use to get through to their audience. It seems to be the most challenging demographic because of this internet immersion. "A study found that 91 percent of millenials are on the web making up 32 percent of all U.S. Internet users" (Armstrong/Kotler, p. 74). It would seem that Internet shines as one of the best methods of marketing in today's world. However, it can also be one of the most overlooked methods because of the absoulte immersion of today's world. We are constantly bombarded with these hidden messages and marketing schemes. Do they work, and penetrate our subconscious? Or are we turned off completely to the acknowledgment of such ads.
Our generation has been raised with technology. It's a part of our upbringing. "All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! executive. For them, “it’s not something separate. It’s just something they do” (Armstrong/Kotler, p. 74). For marketers, it seems technology is the best way to get their messages across to our generation. It seems that it may be an embedded part of our humanity, maybe even far beyond our conscious knowledge and things that may seem to go unnoticed could actually have a greater affect than may be credited for having.
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