Generation-Y is the first generation that grew up with the internet, and so marketing and speaking to those whippersnappers can be a challenge. We found when we worked on our My Smoking and Feeling Good campaigns with Queensland Health that Gen-Y doesn’t like being preached at – they prefer being spoken to, sharing stories, and honest marketing experiences.

Keeping in mind that half of the NWO team fits into that pesky generation, we’ve taken a good look at global researcher Joeri Van den Bergh <a href="http://www.marketingprofs.com/articles/2013/10599/five-steps-to-improve-your-marketing-to-generation-y">interviews with 21 global marketing executives</a> from big brands, like Converse, Heineken and BBC about improving their marketing to Gen-Y customers. Here’s what he - and we - learned.

<strong>1. Make it relevant</strong>

For Gen-Y, it’s all about price/quality: Are you offering something valuable? Are you only selling product, or facilitating and endorsing their life? Being true to who you are is also key. Van den Bergh found storytelling, authenticity, and uniqueness add more than you would expect: They reflect Gen-Y's core values and sustain your corporate identity.

He also says that creating an actual experience around your product, online and offline, elevates your brand experience. To stay relevant for Millennials, Van den Bergh says marketers should endorse inclusive brands with exclusive experiences.

<strong>2. Be where they are</strong>

Van den Bergh says that above-the-line campaigns still create awareness, but integration with social media and interaction is vital to connect with Gen-Y.

He recommends that websites be used to engage with Gen-Y customers on a deeper level, with contests, games, or ads. Van den Bergh says your website should be a portal where everything your consumer needs to know is presented in an intuitive and engaging way.

Of course, he considers social media a must. Facebook, for example, enables interaction and inspiration and is a great platform for trying new things. Van den Bergh recommends going mobile to connect with your consumers, and to connect them with each other.

He also says events are the way to go when you want to create an ultimate customer experience. The result is word-of-mouth—sharing stories online and long-lasting memories.

<strong>3. Activate conversations</strong>

Surprising your consumers is the best way to shake them awake and make sure they stay focused. Van den Bergh says a surprise can be anything and as long it’s relevant and you don't stalk them, Gen-Y will love it.

He also says not to underestimate the power of stories. Tell a story about yourself, let your consumers share stories about their personal life, or combine both.

<strong>4. Enhance loyalty, be FAIR</strong>

You have to keep your Gen-Y consumers involved. Van den Bergh says to follow the FAIR model: FAst, Innovative, and Rewarding.

The faster you react to your consumers, the more likely you are to have a bond with them. By innovating, you are showing interest, creativity, and initiative. Showing Gen-Y consumers your appreciation for having chosen you is key.

<strong>5. Have guts</strong>

Go out there and create a daring but relevant appeal.

How have you marketed to Gen-Y? What’s worked, and what hasn’t? We’d love to hear from you! Let us know and join the conversation in the comments below.