Engaging young adults vital to internet marketing

Successfully targeting internet users aged between 18 and 24 could be vital for those firms looking to increase their online revenue, a new report reveals.

According to research by Avenue A | Razorfish, those in this age group "live and breathe the internet" and a result could be much more likely to be a source of income for companies via methods such as pay-per-click and search engine optimisation.

Editor of the report Jeff Lanctot said: "For marketers seeking to engage with the digital class, it’s critical to have a clear understanding of how this group uses the internet and other digital channels, as well as how they view marketing. The differences are stark."

He added: "Engaging consumers beyond the website by connecting with them in their world on their terms is the way to build a long-term relationship."

The study also indicated moves by traditional marketers to advertise via digital mediums throughout 2006 were beginning to prove effective.

Findings by JupiterResearch claimed marketers wishing to attract affluent users should look to use paid search advertising.

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