'Generation Virtual' Creates Challenges for Online Marketing

In the Gen V world, argues Sarner, the lines of age, gender and geography dissolve in the relatively non-hierarchical world where multiple online persona are commonplace. Given the range of interests and activities presented by the social web, I can be everything from online marketing expert to author to wine aficionado, or movie reviewer on Hulu to dad in parenting group, and so on.

This fundamental change in the way individuals view -- and present -- themselves makes it difficult for companies to reach the customer without understanding these personae. It also has implications on how (and what kind of) data is collected. Sarner says that data gatherers will have to transfer resources into understanding "psychographic" factors to gain insight into behavior and attitudes rather than resting on the more traditional demographic markers alone.

One of the implications for the business world could be the need to offer more participative interaction with both products/services and other like-minded customers. Mashups, YouTube contests and/or other online environments which ask customers to suggest novel uses for a product -- or help create new products altogether -- seem to be one aspect of how Generation V "outreach" might shape marketing efforts.

All in all it will take an ability to understand the attitudes and motivations of Generation Virtual ("open source" comes to mind here) and creativity to create tools and experiences which will appeal to them.

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