Nov 2, 2006 6:03 AM, PROMO Xtra, By Kathleen M. Joyce

They may have just learned to tie their shoelaces in the last year, but they are already veterans of digital technology—and marketers are utterly rethinking their branding efforts in order to successfully communicate with the "networked generation."

According to research from New Paradigm, conducted in the U.S. and Canada for OglivyOne Worldwide, the Net Gen (born between 1978 and 1997) is an aftershock of the Baby Boomer generational earthquake, with aspects that are "unexpected and, in some ways, more powerful than the original quake."

"We're on the verge of a marketing revolution. Will companies be ready?" asked Don Tapscott, CEO of Toronto-based think tank New Paradigm. Tapscott co-presented the research findings with Brian Fetherstonhaugh, chairman and CEO of OgilvyOne Worldwide at yesterday's Verge Digital Summit in New York City.

"Many of marketing's fundamental tenets must change." Fetherstonhaugh said. "This new generation of consumers is leading marketers into the digital revolution." He and Tapscott cited several factors that will impact the way marketers and employers approach this cohort. Among the characteristics the study identified with the Net Gen are:

1. Freedom: "Choice is like oxygen to this group," according to the published research. Far from overwhelmed by a multitude of choices in the online world, the Net Gen relishes the proliferation of sales channels and brand extensions, and it navigates technology to make these options manageable.
2. Scrutiny: This generation does its homework, and thoroughly researches its options before making purchase or alliance commitments. Expect them to dig in to the details on products, promotional offers and corporate background before deciding.
3. Integrity: Whether from a manufacturer an employer or a public official, this group tends to apply high ethical standards and demand openness.
4. Relationship/Collaboration: This is the MySpace and Friendster cohort, and both virtual and live relationships are a high priority.
5. Entertainment: Whether working, socializing, shopping or learning, this "video game generation" wants the process to be fun.
6. Customization: Whether its ringtones on their cell phones or a personal mix on their MP3 players, the Net Gen has grown up using technology to personalize their world. They expect brands to extend that to products and messaging that treats them as individuals.
7. Speed: Real-time chat with a global network of contacts has led this group to expect rapid communication and information. This is definitely not a cohort that will hold the phone and listen to "muzak" with any patience.

While the study encompassed nearly two thousand young people, the findings are applicable to nearly one-quarter of the U.S. population, Tapscott said. OgilyOne and New Paradigm plan to extend their study beyond North America to 10 countries in coming months, Fetherstonhaugh said.

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