Youth Marketing Concepts!• Two key drivers: the need to belong and the need to be significant• Content vs. Context: The king is dead: content | product | technology Long live the king: context | social | packaging | mobility• The new consumer (youth) don’t buy things, they buy what things can do for them. Apply this same concept to your marketing. ME! (and my friends) The Ptolemaic Center of the Universe
Making Brand Marketing Relevant to Youth!More than ever, perception is reality. BUT ALSO, REALITY IS REALITY.In youth parlance, keep it real.• You can’t fake cool. Don’t be the “awkward dad trying to be hip”. Don’t look desperate in your social & new media efforts. Be real, “act your age” and play to your strengths.• Brands need to think creatively and artistically, youth are attracted to quality communication that is smart and creative.• Offer real innovation. They relate to and see themselves as innovators, and aspire in life to do great things. They relate to innovative brands and marketing (Apple/Google).• Ease off pushing the brand logo. It’s not about you—it’s about them, and who they relate with (see Naomi Klein’s No Logo). Your brand is your context, not your content.• There’s zero tolerance for BS. It’s a brand death sentence for the youth market. Be honest, transparent, authentic and respectful of their intelligence.• Don’t be a greedy pig (or be perceived as one). Give back, and when you give back don’t pay lip service to your efforts to be green, support charities etc. If you present yourself as a “white hat”, live the altruism and make it a real part of your company/ brand culture.
7 J u l y 2 0 11 mobile marketing discussionaddressing the youth audience iLoop mobile Julie Lynn Southard | xbox global consumer engagement firstname.lastname@example.org
Xbox mobile• www.xbox.mobi • 22 versions in 19 countries • Centrally managed• Xbox LIVE on Windows Phone • 19 countries • Mobile games, avatar, friends, etc• SMS Outbound campaigns• Cross-Promotion via Partner Sites • m.microsoft.com; xbl on wp; facebook.com/xbox, etc! We are seeing huge increases in our mobile interaction. Recently notable!crashing the servers during E3!. 7 7
Key challenge –we know what we don’t know!• ESRB sets the bar high for us.• We set the bar higher for ourselves. ! We can’t be sure who is on our site ! Age-gating isn’t enough for us "!
Key Guidelines We UseDon’t assume that because youhave seen it done, you can do it. Know your cohorts PCweb, social, email! What policies are often have different your partners standards. following? Sometimes that sucks... !but drives innovationIs this a Requirement or aRecommendation? Hold to the highest Assume everyone is standard. underage Verify against customer data when possible. 10
Michael J. Becker North America, Managing Director Mobile Marketing Association Michael.email@example.com 408.242.5733 #$%&()&*+,&-$.(/0&01! Michael J. Becker North America, Managing Director Mobile Marketing Association Michael.firstname.lastname@example.org 408.242.5733Mobile Marketing Association
Seven hundred plus (700+) members strong, the MMA’ primary focus is to establish mobile as an indispensable part or the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. /)(0$,-)"&1!*2)3& !"#$%"&!(%)(*+& PROMOTE EDUCATE MEASURE GUIDE PROTECT %*,,-.*!-)"& www.mmaglobal.comMobile Marketing Association
! We live in a non-linear world ! Hitting the mark is getting harder ! Think mobile first ! Remember it is about “mobility” – the “Internet of things” ! The medium matters in the eye of the marketer ! Understand the regulations ! Have a plan and execute – iteration is keyMobile Marketing Association
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