Why Brands Should Hook Up with Audience’s Passions

Digiday reporting:
Digital marketing today is all about sex, politics and passion. But for one customer segment, it’s all about hooking up. For the other traditionally unhooked — they’re catching up. For marketers, the opportunity lies in both places.
The case for this opportunity is the subject of media and marketing guru Jack Myers’ new book, “Hooked Up: A New Generation’s Surprising Take on Sex, Politics and Saving the World,” in which he states there is a new, more understated digital divide. Based on his research, Millennials are divided into three disparate groups. There are the older, more established Millennials and the younger, so-called Internet Natives who are redefining online behavior. Myers focuses on a newly identified subset of “Internet Pioneers,” who are a bridge generation and the first to cross the chasm between the pre- and post-Internet Ages. Myers claims they are poised to offer the first window into understanding future Internet-bred generations for marketers and all those with an interest in consumers of the future.
The role of these audiences in online marketing underscores the need for reaching affluent customers with different messaging in different environments. Today’s college students are the first to have been born and raised online. They don’t have qualms about sharing information. They’re using the Internet to be more connected and socially unified and to build a more stable future — stable economically, socially, politically and environmentally.
http://www.digiday.com/brands/why-brands-should-hook-up-with-audiences-passions/