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14.4.06 klo 00:57
Hip, wired, cool, outgoing, active, insecure, constantly online - is this the image of the youngster or young-minded person marketers are chasing after? Why is this segment so important? What should modern marketers know about the digital channel and how should they use it? How can they reach this important market and how should they communicate with it?
Youth Marketing in the Broadband Era
When affiliating with subcultures (skateboarding / snowboarding / DJ-ing / graffiti) or artists (Pepsi and Britney Spears) brands need a deep, long term commitment to actually gain credibility amongst youth. This can be gained only by being positively credible among the peers and locations where the segment naturally moves and meets. A brand should never pretend to be a teenager when its not.
Insight #2: Youth Marketing (PDF, 6.8MB)
On aina mukavaa kuulla puhuttavan itsestään esineenä, rahanlähteenä ja potentiaalisena hyväksikäytön uhrina. Yritysblogithan ovatkin ihan kivoja.
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