Industry news

Gartner: Generation virtual needs separate marketing strategies

Consumers who prefer digital mediums as their channels for building knowledge can best be contacted via unique marketing tactics, an IT research firm has said.

"Generation Virtual" is not defined by age, unlike previous generations, meaning new tools are needed, according to Gartner.

The firm has identified four levels of engagement within the generation, including creators, contributors, opportunists, and lurkers.

Adam Sarner, principal research analyst at Gartner, said: "Companies should plan to segment all four levels in the community - each has significant business value."

Certain industries draw certain engagement levels which make up Generation Virtual, he added.

Around three per cent of people are creators, providing original content which can act as advocates for products, according to the firm.

Contributors add to conversations but don't initiate them, opportunists further contributions on purchase decisions and lurkers are "essentially spectators".

Earlier this month Gartner said the business potential of social networking sites remained "largely untapped" in the current climate.