Instant messaging someone just a few feet away from you in your office? Today’s culture does not lend itself to face-to-face communication – digital communication, either through e-mail, instant message, text-message, twitter, or even Facebook Wall post, is sometimes easier to deal with; we can take time to construct our messages, process responses, and continue the conversation with greater purpose and clarity than we can off-line. Take a look as one member of Gen-Y graphs out his communication habits, showing us that, for Gen-Y, only the most urgent situations require a face-to-face discussion.
More and more, brands are beginning to target young people while keeping the generation’s unique communication strategies in mind. By asking consumers to “become a fan,” “share” and “post,” brands like Dentyne are tapping into everyday channels of communication while reaching consumers in a way that was never possible when the Boomers were stuck with landlines and snail mail. While Dentyne may use the web to communicate its marketing agenda, their message is different – ”Make Face Time”. What are they saying? Get out of your chair, away from your computer, and go talk to your friends. Their website even “shuts down” after 3 minutes – the time they feel is needed for viewing. ”Face Time” may seem counter-intuitive to the average Gen-Yer, but Dentyne realizes who they are talking to; providing tools for this group to request face time with another person by filling out a request form – online.
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