AACRAO - SEM Newsletter - Transparency: The Millennial Mindset's Effect on Your Web 2.0... - 0 views
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Doris Reeves-Lipscomb on 13 Feb 14Article on web 2.0 marketing to millennials by Strategic Enrollment Management February 2009. "Although we are not going to dedicate our article to a recap of millennial marketing, we do want to reinforce the importance of understanding the millennial mindset before you begin to build your Web 2.0 plan. Consider that 64 percent of your audience (teens 12 to 17 years old) are reported to engage in at least one type of online content creation, up from 57 percent just four years ago. Understanding what they are doing online allows our plans to be more comprehensive and effective and fully integrated into a successful enrollment plan. There is even an emerging classification of teenagers using a host of technology options for dealing with family and friends, including traditional landline phones, cell phones, texting, social network sites, instant messaging and e-mail. These "super communicators" represent about 28 percent of the entire teen population (Guess 2008). And possibly the most interesting statistic to watch comes out of Noel-Levitz's "E-Expectations: The Class of 2007" report, which claims that 43 percent of high school juniors have a profile page designed for use in researching colleges (Lenhart & Madden 2007). This all means that if you are not already participating in an active use of online marketing you are overlooking a large group of your audience. Frankly, they are keenly aware of marketing, and as marketers we need to understand their mindset to build effective plans to reach and educate them. We cannot expect that they will conform to marketing as it has been done in a traditional way. Tools of the Trade: Components to Consider The goal of any Web 2.0 is to inform and connect. Simply stated, the tools you choose should work to reinforce that goal and integrate with the other tools of the trade you are using. Enrollment managers who know their audience understand the need to consider a variety of marketing options, from traditional adve