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The digerati: Generation Y finds its voice. Why cannot brands do the same?

  • Stone M
  • Stanton H
  • Kirkham J
  • et al.
Journal of Targeting, Measurement and Analysis for Marketing (2001) 10(2) 158-167
DOI: 10.1057/palgrave.jt.5740042
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Abstract

This paper investigates the requirements for success in targeting young people. It examines the impact that digital marketing techniques have had upon youth marketing. It explains why digital techniques match the requirements for successful youth marketing in a way in which other media cannot. It concludes with a checklist of do's and don'ts for digital marketing to young people.

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Stone, M., Stanton, H., Kirkham, J., & Pyne, W. (2001). The digerati: Generation Y finds its voice. Why cannot brands do the same? Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 158–167. https://doi.org/10.1057/palgrave.jt.5740042

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