The question before marketers and advertisers is how to reach youngsters like her. The mobile has become an integral part of their lives. It has become an appendage to their anatomy.

From a marketing point of view, the income at the disposal of today’s youngsters is a clear indication of their spending power. Most of them are strongly connected to tech devices — be it a wearable one, a mobile, a tab or a laptop and they have this strong urge to stay connected.

The rapid growth of digital has brought in a marked change in the way youngsters consume media. The younger generation is better exposed and the avenues to reach them are manifold. In fact there is an overload in the digital sphere.

The question that is leaving many marketing managers — as well as advertising planners — pondering is how to reach them in a cost-effective manner.

This takes us to the next question: How do we work out effective strategies that will enable us to come up with dynamic ways to engage an audience that is digitally overloaded. Consumer behaviour is undergoing change and consumers are evolving faster than we believe it to be the case.

To add to this, we find new digital channels that keep cropping up at regular intervals. While many marketers believe content is what matters, there are many who think the platform is more important.

While it is true that the advances in technology have made it possible for advertisers to reach their audience in a more relevant manner, youngsters are resorting to various means, including ad blockers.

The challenge is to overcome these obstacles. Marketers and advertisers should be flexible enough to meet the changing goalposts. Moreover they should be alert enough to spot trends and move forward in a nimble manner.

Adaptation to the changing market and consumer dynamics is vital. Only the agile can take the plunge into unchartered media platforms to stay one step ahead of consumers.

In the process it is important to understand that the younger generation has got their own ideas. They are highly opinionated and above all looking for instant gratification. Understanding them is understanding what the future is going to be.

They want to engage in dialogue rather than being told what to do. Marketers and advertisers should take their communication to this level and, if need be, brands should step down from their pedestal.

They should embrace the new trends. Let the communication be authentic, honest, creative engaging, and bubble with the feel-good factor. Unlike traditional media ad campaigns, here one size may not fit all.

Hence, micro-targeting may become the need of the hour. Let the communication rise above the clutter since there are more avenues for them to get engaged as well as distracted.

Once engaged, they will surely motivate their peers to follow the brand of their choice. As marketers we need them and it is not the other way around.