Youth, Women and Netizens (YWN)

 

Have you heard about the three angles that are the jewel of all marketers, simply they are Youth, Women and Netizens (YWN).

It is important for any marketer or market  to have an idea about these three elements Youth, Women and Netizens.

When it comes to brand advocacy in the digital world, not all customers are created equal.

For increased probability of getting advocacy, marketers should place their bets on youth, women, and netizens (YWN).

There is a common thread that connects them: YWN are the most influential segments in the digital era.

It is perhaps not surprising that most subcultures—groups that have sets of norms and beliefs outside of the mainstream culture (e.g., cosplayers, homeschoolers, and hackers)—come predominantly from either youth, women, or netizens. Over time, the importance and influence of YWN has increased significantly. In fact, the subcultures that YWN represent have begun to influence the mainstream culture. 

Younger-generation consumers often the first to try new products, thus often becoming the primary target market for marketers. When youth accept new products, those products usually reach the mainstream market successfully. In many countries the women in the household act as the chief financial officer of the family.   This is because most women have the patience and interest to go through a comprehensive process of researching for the best choice, something that most men consider useless or even painful.  Netizens—or citizens of the internet—are also highly influential. As digital natives, they are very savvy in connecting with others online while sharing information.  Representing what they see as a true model of boundary-less democracy, they freely express their opinions and feelings about brands, often anonymously. They create ratings, post comments, and even create content that other citizens pay attention to.

 

Reference: Marketing 4.0_ Moving from Traditional to Digital