{"id":11243,"date":"2014-03-11T03:00:20","date_gmt":"2014-03-11T03:00:20","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/br\/blog\/como-atrair-a-atencao-da-geracao-y\/"},"modified":"2020-10-14T14:49:33","modified_gmt":"2020-10-14T14:49:33","slug":"como-atrair-a-atencao-da-geracao-y","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/como-atrair-a-atencao-da-geracao-y\/","title":{"rendered":"Como atrair a aten\u00e7\u00e3o da Gera\u00e7\u00e3o Y"},"content":{"rendered":"

Como estou sempre a procura de me manter antenada \u00e0s tend\u00eancias do mercado, n\u00e3o pude deixar de perceber uma significante mudan\u00e7a em algumas das grandes marcas em favor da Gera\u00e7\u00e3o Y, ou a Gera\u00e7\u00e3o do Mil\u00eanio, jovens de 18 a 30 anos com boa educa\u00e7\u00e3o e ligados nas \u00faltimas tend\u00eancias mundiais. Seja com an\u00fancios, ou com not\u00edcias espec\u00edficas para esse grupo em quest\u00e3o ou at\u00e9 mesmo s\u00e9ries de tv feitas para um p\u00fablico mais jovem \u2013 as principais li\u00e7\u00f5es que consegui tirar disso foram: A Gera\u00e7\u00e3o Y gosta de hist\u00f3rias e eles amam tecnologia. Nenhuma dessas caracter\u00edsticas se encaixam nos estere\u00f3tipos dessa gera\u00e7\u00e3o, que eles s\u00e3o \u2018pregui\u00e7osos\u2019 ou \u201ccheios de atitude\u201d que at\u00e9 eu mesma j\u00e1 cansei de chama-los assim de vez em quando. Ent\u00e3o acabei pensando nisto: Quem \u00e9 essa Gera\u00e7\u00e3o Y e como fazemos an\u00fancios para eles?<\/p>\n

Primeiro, diferente do resto da sociedade, a Gera\u00e7\u00e3o Y n\u00e3o sai compartilhando e curtindo aleatoriamente o que veem no Facebook. Eles preferem uma comunica\u00e7\u00e3o com conte\u00fado e imagens interessantes nas suas linhas do tempo. Eles n\u00e3o gostam de sugest\u00f5es sobre o que devem gostar, de quem devem ser amigos ou de p\u00e1ginas a seguir. Eles tamb\u00e9m querem mais criatividade, o que ainda n\u00e3o combina bem com o Facebook.<\/p>\n

O Snapchat, aplicativo de mensagens a base de imagens, entendeu isso e por isso seu trafego chega a ser de 350 milh\u00f5es de mensagens por dia. E \u00e9 onde n\u00f3s encontraremos a Gera\u00e7\u00e3o Y. Essa foi uma das raz\u00f5es que levou o Facebook de Zuckeberg a ver o aplicativo com outros olhos, mas sem sucesso. A oferta de compra de 3 bilh\u00f5es de d\u00f3lares foi recusada.<\/p>\n

Zuckerberg ent\u00e3o se voltou para o WhatsApp, uma startup de troca de mensagens de texto e recentemente, mensagens de voz que, de acordo com o artigo da Forbes escrito por Shel Israel \u201cFacebook compra o WhatsApp: Idiotice ou Brilhantismo?\u201d est\u00e1 \u201caproveitando um sucesso mete\u00f3rico em pa\u00edses em desenvolvimento\u201d. De acordo com Shel, \u201cO Facebook est\u00e1 enxergando mais longe que empresas como Google, Apple, Amazon, Microsoft e Yahoo! e outras, que podem n\u00e3o estar vendo. Muitas dessas empresas est\u00e3o indo bem, mesmo com sua vis\u00e3o voltada para o Primeiro Mundo. O Facebook parece estar desbravando as florestas e desertos ainda inexplorados pelos rivais\u201d.<\/p>\n

A inten\u00e7\u00e3o do Facebook em conquistar aplicativos populares \u00e9 justificada pela perspectiva vision\u00e1ria da empresa. A Gera\u00e7\u00e3o Y n\u00e3o quer saber apenas do que \u00e9 popular hoje, mas tamb\u00e9m o que far\u00e1 sucesso amanh\u00e3. E \u00e9 ai onde entra o WhatsApp, o Facebook reconhece que esse tipo de tecnologia est\u00e1 ficando cada vez mais popular, numa gera\u00e7\u00e3o onde as pessoas tem mais celulares que \u00e1gua corrente ou eletricidade. Essa \u00e9 a realidade de hoje e parte da Gera\u00e7\u00e3o Y de amanh\u00e3.<\/p>\n

Rob Reed, fundador do MomentFeed, concordaria que essa gera\u00e7\u00e3o s\u00e3o grandes usu\u00e1rios de plataformas de imagens \u2013 sendo o Instagram uma delas. Rob diz que o Instagram oferece um visual chamativo para comunica\u00e7\u00e3o de marcas e engajamento de clientes leais. Aaron Strout da Marketing Land <\/i>diz que \u201ccom 65% das pessoas que aprendem melhor atrav\u00e9s de imagens, redes sociais com foco em fotos ou v\u00eddeos curtos v\u00e3o tomar a frente num futuro n\u00e3o muito n\u00e3o distante.\u201d Isso quer dizer, como eu j\u00e1 falei uns 2 anos atr\u00e1s que o trunfo seriam as imagens. Gr\u00e1ficos, v\u00eddeos, imagens e at\u00e9 mesmo retratos s\u00e3o o que despertam o interesse da Gera\u00e7\u00e3o Y. Ent\u00e3o, o que o marketing pode fazer nesse caso?<\/p>\n

Com todo esse papo de WhatsApp, Snapchat e Instagram, \u00e9 bem obvio que a Gera\u00e7\u00e3o Y s\u00e3o usu\u00e1rios m\u00f3veis vorazes. Como o artigo da Benchmark Email<\/a> escrito pela Katrina Killer resumiu bem, \u201cos nascidos entre 1982 e 2000, cerca de 78 milh\u00f5es de pessoas, a Gera\u00e7\u00e3o Y cresceu com a internet e celulares. A tecnologia n\u00e3o \u00e9 nenhum desafio para eles e \u00e9 mais ben\u00e9fico do que um componente frustrante para fazer as coisas ou para se divertir.\u201d Tecnologia \u00e9 a chave. A Gera\u00e7\u00e3o Y parece um n\u00famero meio frustrante para marqueteiros, mas Jeff Bezos, da Amazon diz: \u2018Todos os neg\u00f3cios precisam se manter jovens. Se os seus clientes envelhecem com voc\u00ea \u00e9 a Woolworth\u2019s (empresa americana fundada em 1878 e em funcionamento at\u00e9 hoje)\u201d, O que significa fazer o marketing voltado para a Gera\u00e7\u00e3o Y.<\/p>\n

Katrina entende isso, explicando que o grupo que mais entende de plataformas m\u00f3veis, tem 72% de utiliza\u00e7\u00e3o de smartphones e o maior uso de aplicativos em dispositivos m\u00f3veis do que qualquer outra faixa demogr\u00e1fica. Quando se fala de marketing m\u00f3vel, Katrina explica que \u201cA experi\u00eancia m\u00f3vel da sua marca n\u00e3o \u00e9 s\u00f3 mais um a experi\u00eancia para a Gera\u00e7\u00e3o Y. \u00c9 A experi\u00eancia.\u201d<\/p>\n

Fique ligado nas novidades e dicas da Benchmark Email<\/a> sobreEmail Marketing<\/a> e outras ferramentas de marketing online. No e-mail marketing<\/a> h\u00e1 sempre novidades. N\u00e3o perca!<\/p>\n","protected":false},"excerpt":{"rendered":"

Como estou sempre a procura de me manter antenada \u00e0s tend\u00eancias do mercado, n\u00e3o pude deixar de perceber uma significante mudan\u00e7a em algumas das grandes marcas em favor da Gera\u00e7\u00e3o Y, ou a Gera\u00e7\u00e3o do Mil\u00eanio, jovens de 18 a 30 anos com boa educa\u00e7\u00e3o e ligados nas \u00faltimas tend\u00eancias mundiais. Seja com an\u00fancios, ou…<\/p>\n","protected":false},"author":309,"featured_media":11244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nComo atrair a aten\u00e7\u00e3o da Gera\u00e7\u00e3o Y - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/como-atrair-a-atencao-da-geracao-y\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Como atrair a aten\u00e7\u00e3o da Gera\u00e7\u00e3o Y - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Como estou sempre a procura de me manter antenada \u00e0s tend\u00eancias do mercado, n\u00e3o pude deixar de perceber uma significante mudan\u00e7a em algumas das grandes marcas em favor da Gera\u00e7\u00e3o Y, ou a Gera\u00e7\u00e3o do Mil\u00eanio, jovens de 18 a 30 anos com boa educa\u00e7\u00e3o e ligados nas \u00faltimas tend\u00eancias mundiais. 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An Orange County based writer, Shireen specializes in online marketing and public relations. She has written for over 75 publications and has launched nine successful new media campaigns to date. 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