Social media marketing: new effective tool to reach young adults of Generation Y

Young adults of Generation Y are extremely savvy. They are also cynical in a way that they run away from traditional marketing and forced information. Marketer realizes that, to effectively reach this very powerful target audience, they have to figure out a way to penetrate through their wall and be invited into their communities. Once successful, members of Gen Y will act as brand ambassadors/fanatics and the work of marketers will be done by Gen Y themselves through word-of-mouth in cyberspace. The research question of this study is "is Social Media marketing a key to unlock Generation Y?" Research data acquired through extensive secondary research from articles, literatures, seminars, real life case studies formed an understanding of Gen Y's characteristics and helped answer the research question that it is necessary for marketers to include social media marketing strategies as part of their overall marketing plan in order to attract and retain Gen Y audience.