Don Tapscott’s book “Grown Up Digital” is a must read for any marketer who wants to stay in business more than five years from today.  In it, he identifies a generation that is larger and perhaps more world changing than the Baby Boomers…the Net Generation.

The Net Generation represents 27% of the population of the United States.  They are 12 to 30 years old and they are a hyper-demanding bunch from a marketing perspective.  Tapscott identifies eight norms for the Net Generation that have already revolutionized marketing:

1. Freedom of choice and lots of it.  The more the better.
2. Customization.  The ability to make it their own.
3. Scrutiny.  They want to check your product out before buying it.
4. Integrity.  You’ll need to earn their respect.
5. Collaboration.  They want to make a product or service better.
6. Entertainment.  Be fun.
7. Speed.  They want it all and they want it now.
8. Innovation.  The newest is the best.

Any one of the above eight norms is challenging, combined they may well revolutionize our economy and lives.  In the coming days, I’m going to take each one and discuss how it changes how business does business.  So be sure to check back.

Stop and think.  How many ways do you get information?  If we documented every method, it might surprize us just how much of an information junkie we have become.  And the same exists for the audiences to whom we market.

Here’s a hypothetical information half day in the life of a business executive.

1. Morning newspaper, or web site over coffee.  Good Morning America in the background.

2.  Check email on iPhone.

3. Satellite radio on the way to the office switching back and forth between CNN, FOX, Bloomberg, a local sports talk station, CNBC and POTUS.

4.  Checking email on iPhone while driving, also stock updates, Twitter and weather.

5.  Arrive at work, check email.  Scan Google alerts about clients, industries, social network marketing.  RSS feeds from bloggers you read. Visit ten sites that the alerts and briefs have highlighted.  Check news aggregator sites like Drudge Report, AAF Smart Briefs, Politico, Bloomberg.com, ESPN, CNN, Fox. Check on investments online, just in case something changed overnight.

6.  Visit Wall Street Journal’s web site, along with the New York Times.

7.  Check Facebook page, Summize and any message boards followed.

8.  Access Google Analytics to check web visits, where they’re from and who their from.

9.  Check snail mail.  Breeze any magazine received.

10.  Go to an association lunch to listen to a speaker. Check email, stocks prices, Twitter and Facebook from your phone during the talk.  Listen to ESPN on the drive to and from the office.

It’s now 1:00 p.m.

We have stopped thinking about mass media audiences and now think about our audience’s media finger print.  That is the revolution.