MERCADEO Versión en español
Alejandra Martin Carrion of Samy Alliance: Six keys for connecting with Generation Alpha
Cristian Vergara| 11 de abril de 2023
Generacion Alfa
The influence of Generation Alpha – born since the year 2010 – has its consumers breaking away from customary behavior and in so doing represents a great opportunity for brands. How can a brand impact this audience in the most strategic way? Alejandra Martin Camon, integrated brand & strategy director at Samy Alliance, shared six key points with PRODU. How do you win the attention of Generation Alpha, people born with a smartphone in their hands? It’s easy to understand why, for Generation Alpha, those born in 2010 and after, digital platforms are a basic part of their lives. They were born and grew up in a totally digitized world, for which reason they are immersed in information 24/7. And yes, it’s clear that this is an important demographic group. Though we see them as very young, exposure to the Internet has seen them consuming content since a very young age, more aware all the time of what they want in terms of goods and services, while knowing how to take advantage of sales prices in time, which in turn represents an opportunity for brands. This generation is known for its ability to use technology and to be influenced by advertising if it’s online but not traditional.While traditional advertising may still work among this generation, it’s important to adapt to their interests and behavior to make sure of having a strategic impact. We’re no longer just talking about a simple AD on YouTube or TikTok,, one must know how to talk in their own terms, if we don’t want to be seen as out-of-touch adults. At the end of the day, they are our consumers and those who now beg their parents to buy our brands will soon start buying them for themselves Being present in their lives is a seed that must be planted now so it grows and bears its fruit not too much later. Even so, in mid-2023, a real fight is being fought to win the attention of the youngest generations, so that even though we understand the why, the question is “how and what do brands have to do when they are competing against the thousands of stimuli the young are hit with every day?”At a professional level, we have the good luck to have a number of tools that allow us to understand the voice of consumers, and with that we plan strategies in response to their needs and interests. From my experience, I can bring together six key points to impact this Generation Alpha in the most strategic way. Using their digital platforms. Creating content that is relevant and attractive; Turning advertising into something educational and fun; Speaking through influencers and/or ambassadors; Being authentic and transparent and making the advertising accessible and inclusive.
