If you follow idfive, you probably know that we do a ton of marketing, communication, advertising, web design and development in the higher-ed space. A large chunk of our success is due to our deep understanding of the college decision-making process. Several layers below that is the understanding of the audience, their peers, and the generation as a whole.
Personally, I find generalization offensive, but when they work… they work! I also am fascinated by some of the attributes shared by certain generations. For example, show me a millennial that trusts authority and rejects authenticity and will show you an imposter.
Our higher-ed clients are getting more and more sophisticated about who, when and how they want to market. Recently, we were asked to reach kids in middle school, or Generation Z (aka, Generation @, Generation I and Generation Internet). So, now we are taking a deep dive and the findings are astonishing.
So, of course, I start wondering about what name will be assigned to my four-month-old son’s generation. Will it be “Generation Touch” since he will probably have some sort of touch device in the next six months and be able to perform complex computing tasks before he can walk, speak, or use a toilet?
In all seriousness, I am anxious and excited about the fundamental shift in computing input/output popularized by touch devices and the cognitive, emotional, and ergonomic impact it will have on our kids.
I wonder how future higher-ed marketers will target and engage Generation Touch.