A HIPPO Internet Marketing Training blog by Corey Creed

The Jungle Map, your guide through internet marketing

Generation V – What is it?

August 4th, 2008

Heard of Generation X?  Generation Y?  What’s next?

Not Generation Z, but Generation V.  Why?

According to research by Gartner (the world’s leading information technology research and advisory company located in CT)…

Gen V stands for “Generation Virtual”.

“Organizations can target this group by providing socialization tools to customers and prospects depending on their purpose and the level of customer engagement.

“This group is not defined by age, gender, social demographic, or geography.  They are based on an increasing preference for the use of digital media channels to discover information, build knowledge and share insights.”

The newly coined Gen V has four levels of engagement…

CREATORS (0% to 3%) – These provide original content (like me).

CONTRIBUTORS (3% to 10%) – These are regular followers of the creators that add to the conversation.

OPPORTUNISTS (10% to 20%) – These add value to the conversation only while they are looking for something.

LURKERS (about 80%) – These are the spectators.  They don’t provide input.  But they benefit by what all the others are doing.

Gen V

Personally, I think the information is pretty insightful.  Marketing agencies in particular are constantly trying to analyze their target demographic, psycho-graphic, and other “graphics” in order to know where to advertise.

But those silos tend to not work as well on the web.  Google has tried to work with it through tools such as the Google Ad Planner, but Internet marketing doesn’t quite work that way.

The web savvy group tends to be very undefinable.  But one thing is for sure…  They are in charge.  Unlike radio, tv, magazines and other forms of “old media”, you cannot force your message onto this Generation V.  They will look for it when they are ready.

As I’ve stated before, it’s like the difference between hunting and farming.  The skilled online marketer works hard on what he can create and grow.  Then, those that are attracted to it will naturally come.