At about the same time the iGen (a phrase coined by Jean Twenge) will be graduating from college and entering the workforce. The iGen generation is all digital all the time and most have not even seen let alone use a corded telephone. Combined the iGen, Millennials and GenX all are predominately digital. If you can’t be found on their favorite digital channels you will be invisible to them.
The digital generations all use digital channels that have value to them to solve problems and improve the quality of their lives or the life of someone they love. Not having patience for unsolicited emails, digital ads and pop-up windows is putting it mildly. They are downright hostile to anything that gets in their way when they are searching or having a conversation online. They will switch to another site rather than navigate their way through interruptions such as pop-up windows.
Further the digital ad business is in crisis. Exhibit-A is ad blocking software increasingly being deployed by the digital generations. You can search for anything and get an answer back from a search engine in seconds, all for free but people hate ads so much they are blocking them. Ad blocking software is so popular Google has built their own version. Think about it, fully 90% of Google’s revenue comes from digital advertising and Google has their own digital ad blocking software. Ostensibly to be able to display the ads they want you to see (read: profit from).
So how can small and medium sized business (SMB’s), professional firms and non-profits profit from Demographic Disruption? Find the channels your Next New Customer is using and get on them so they can find you. Publish compelling content that helps them solve problems or improve the quality of their lives or the life of someone they love so they can like you. Engage with them ideally on a site you own and control so they can trust you.
So when they are ready to buy or make a referral you will be top of mind and have an opportunity to serve.
The next article will cover how to grow your business during the disruption being caused by massive behavior changes of your Next New Customers.
Keep those calls and emails coming, I look forward to hearing from you.