Forrester Research, Inc. (Nasdaq: FORR) today announced “The Net-Powered Generation,” a Technographics Summit, to be held Friday, May 5, 2000, at the Hyatt Regency San Francisco in San Francisco, Calif. This one-day Summit will enable marketers to understand the Net-powered generation as well as to provide the tools for targeting this dynamic consumer group.
Summit speakers will explore how young consumers’ technology attitudes and behavior put them at the forefront of digital innovation, raising the bar for marketers. The presentations will focus on achieving online success by targeting the right young consumer with the right product or service. Marketers will also learn how to provide compelling Web content and deliver valuable online experiences, as well as how to satisfy consumers’ needs through multiple media or distribution channels.
“Sixteen- to 22-year-olds are the first consumers to have been raised with the Internet — they know the channel better than any other demographic group,” said James L. McQuivey, research director at Forrester. “Given that young consumers are expected to spend $4.5 billion on the Web in 2000, the time has come for marketers to consider them as viable and mature an audience as they would adults.”
In addition to addressing the Net-generation’s attitudes and behaviors, Forrester will examine leading technologies that capture their attention and fulfill entertainment expectations. Mass marketers will also learn how to build brand loyalty and increase customer retention. Finally, Forrester’s Summit will explore the future of online retail, how to address young consumers’ price sensitivity, and how to sell to sophisticated young consumers across multiple channels.
Rich Sutton, senior vice president, Sales and Client Marketing, Entertaindom.com (a Time Warner Entertainment Company), is the featured speaker in San Francisco. Sutton will demonstrate how young consumers’ media tastes are changing rapidly and how media companies can create an online brand experience that satisfies these fickle tastes. Featured Forrester speakers will include: James L. McQuivey, research director; Ekaterina O. Walsh, Ph.D., analyst; and Carrie A. Johnson, associate analyst.
The Forrester Technographics Summit is the second in a series of four Summits taking place in 2000. Forrester Summits are designed to provide an interactive arena for senior-level business executives to understand how today’s technology is impacting consumers.