1. Gen Y Rising: Preparing for the New BtoB Buyer
Dick Strassburger
VP, Integrated Media Strategies
June 2010

2. meet Gen Y
75 million

• born 1980 - 2000
• 3. children of baby boomers
• 4. younger siblings of gen Xers
• 5. call me millennial

Source: US Census Bureau
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6. meet Gen Y
higher expectations
feels special, optimistic
adult-busy childhoods
connected 24/7, interdependent
techno-savvy
serves the community
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7. what are they like in the workforce?
game changing

• feels indispensible
• 8. loves a challenge
• 9. works best with friends
• 10. good with finances
• 11. sets work/life balance
• 12. goal oriented
• 13. recognition hungry

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14. Millennialsare the first digital generation
Impact on todays interactive media landscape
Google
social networking
widgets
gaming
technology
I dont use Twitter.

15. media consumption
Immediacy. Personal.

• cell phone
• 16. text
• 17. social networking
• 18. internet
• 19. photo sharing
• 20. instant messaging
• 21. radio/TV/print (online)

Talk to me on my terms.

22. media consumption
Digital reach
Get in my
world.

23. Media: its not the channel, its the delivery
Mobile is not TEXT.
Mobile is how you receive
email, text, internet, social media, apps. whats next?
I get it when I want it.

24. digital preference
Mobile Vs PC

25. Mobile: how business gets conducted
Whats in your hand?
M-commerce
Opinion-seeking
Product searches
Local Search
How does B2B apply?

• location-based search
• 26. mobile web site
• 27. Yelp for B2B products and services
• 28. customer chat service