Business-to-business (B2B) marketers would do well to ensure that the Generation Y demographic is one of their target audiences when performing search marketing campaigns, according to one expert.

Writing in a post on the Search Engine Land blog, Andrew Wheeler of iProspect said that Generation Y – 20-somethings who are highly tech-savvy – now account for a large proportion of the workforce.

To this end, B2B marketers should include Generation Y-specific keywords and messages in their search engine optimization and paid search strategies, particularly those relating to product comparison as user-generated reviews and ratings are important to this segment, Mr Wheeler explained.

"Take advantage of your landing pages and be sure to incorporate a clear call to action, along with specific product features and benefits. If you can include testimonials on the page as well, then great," he commented.

Generation Y web users tend to have been born between the late 1970s and early 1990s and are also known as the millennium generation, the iGeneration and the Google generation, according to the Oberlin Review.