MediaPost, one of my favorite sources. launched a new blog recently, Engage: Gen Y, and the first few posts are already capturing my attention. Today's post suggested five simple rules for "snagging consumer 2.0" and they are well worth pondering even in the rarified air of high-end B2B solutions, where Gen Yers are still mostly consigned to support roles outside the orbits of purchase decision makers.
The rules are these:
- Authenticity Trumps Celebrity
- Niche is the New Norm
- Bite-Size Communications Dominate
- Personal Utility Drives Adoption
- Consumers Own Brands
As the title says, this is consumer-oriented, but the application to B2B and solutions marketing should be clear immediately, and not just in thinking about Gen Yers. Consider the perspective of the buyers you're trying to reach in B2B:
- Authenticity: Let me speak with and learn from real experts, and get the real story. No hype allowed.
- Niche: Know my industry and my business; don't bother with your generic pitches and solutions.
- Bite-Sized Communications: Don't waste my time! I will eventually dig into the details, but you've got to pique my interest pretty damm quick.
- Personal Utility: What's in it for me? You've got to pay attention to my personal-professional agenda as well as my company's.
- Brands: Personal and peer experience is what matters; I could care less about your carefully crafted messages and materials.
What do you think?
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