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ad:tech New York: Marketing to Millennials

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Context Optional CEO, Kevin Barenblat, takes the stage to discuss some of the ways that brands have successfully marketed to millennials and teens. Examples include: Kohl's, Wet Seal and Sears/Kmart.

Context Optional CEO, Kevin Barenblat, takes the stage to discuss some of the ways that brands have successfully marketed to millennials and teens. Examples include: Kohl's, Wet Seal and Sears/Kmart.

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ad:tech New York: Marketing to Millennials ad:tech New York: Marketing to Millennials Presentation Transcript

  • Marketing to Teens and Millennials: Creative Showcase of Digital Success Stories
    Kevin Barenblat, CEO and co-founder, Context Optional
  • Know Your Audience:
    72 % of teenage girls are on Facebook
    36 % of teenage girls have a smartphone
    Data via Wet Seal and Edelman
  • How They Shop
    36 % of millennials won’t make a purchase that friends won’t approve of
    Millennials look for information about brands an average of 7.4 times/month
    Millennials increasingly turn to friends, family and social networks to discuss customer service issues
    Data via Wet Seal and Edelman
  • Wet Seal: Social + Mobile
    User-Generated Merchandise Content
    Fan-gated Page Access
    Social Shopping: Web + Facebook +
    Mobile
    “Shoppers using the outfit tool are 40% more likely to buy something, and buyers spend 20% more.”
  • Driving Traffic to the Retail Site
  • Sears Campus Connection: Multi-Media
    Millennial-specific campaign
    Incorporating video
    Tie-in with off-Facebook retail site
  • Keep Their Interests In Mind
    What drives them to join?
    Why would they interact?
  • Kohl’s Cares: Cause Marketing
    Appealing to the ‘We’/Do Good Generation
    Focus on engagement/community building
    Crowd-Sourced Giving
    Building Brand Loyalty/Affinity
  • The Value of Community Management