Mobile Marketing for the Youth MarketiLoop Mobile Roundtable July 7, 2011
Roundtable Participants      Michael Ahearn, VP Strategic Marketing, iLoop Mobile      Julie Lynn Southard, Xbox Global Co...
What They’re Doing With Their Phones	                        All Subscribers   13-24          Index         Youth         ...
Generation Text
Youth Marketing Concepts	•    Two key drivers: the need to belong and the need to be significant•    Content vs. Context: ...
Making Brand Marketing Relevant to Youth	More than ever, perception is reality. BUT ALSO, REALITY IS REALITY.In youth parl...
7 J u l y 2 0 11  mobile marketing discussionaddressing the youth audience                                    iLoop mobile...
Xbox mobile• www.xbox.mobi   •  22 versions in 19 countries   •  Centrally managed• Xbox LIVE on Windows Phone   •  19 cou...
Why my team’s heart   goes pitter pat…
Key challenge –we know what we don’t know…•  ESRB sets the bar high for us.•  We set the bar higher for   ourselves.   § ...
Key Guidelines We UseDon’t assume that because youhave seen it done, you can do it.                                       ...
Michael J. Becker    North America, Managing Director    Mobile Marketing Association    Michael.becker@mmaglobal.com    4...
Seven hundred plus (700+) members strong, the MMA’ primary focus is to    establish mobile as an indispensable part or the...
§  We live in a non-linear world    §  Hitting the mark is getting harder    §  Think mobile first    §  Remember it i...
The	  Youth	           Mul;cultural	  market	                                 Troy	  Brown	                               ...
CAUTION:	  According	  to	  the	  US	  Census,	  the	  mul;cultural	  popula;on	  in	  the	  U.S.	           will	  be	  t...
•  OPTIMISTIC	                                 •  ASPIRATIONAL	                                 •  CONNECTED	             ...
They	  Are	  The	  Most	  Diverse	  and	  Open	  Minded	  •  Ethnically	  and	  racially	  diverse	  to	  previous	  gener...
They	  Are	  Growing	  Exponen:ally	  And	  Have	  Great	       Influence	  on	  Purchases	  	  •    Even	  though	  Millen...
Young	  Mul:cultural	  Consumers	  Are	  Connected	  •  Mobile	  phones	  are	  drama:cally	  closing	  the	     digital	 ...
Mul:cultural	  Youth	  Are	  “Mobile”	  	  •  A	  majority	  see	  their	  mobile	  phones	  as	  the	  key	  to	  their	 ...
Thanks for Attending	  Visit www.iloopmobile.com to learn how we can help you mobile enhanceyour marketing, or sign up for...
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Webinar Deck: Mobile marketing for youth markets roundtable

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Webinar Deck: Mobile marketing for youth markets roundtable
Join us for a live discussion in an open roundtable discussion that will explore insights with industry experts on the exciting subject of Mobile Marketing for the Youth Market.
We anticipate a lively discussion with a panel of "on the ground" strategists who have hands on experience on campaign deployment targeted at the all-important youth demographics. Our panel will be filled with live audience's questions as well as previously tweeted questions at #iloopmobilewebinar.
Panel:
Microsoft, Julie Lynn Southard, Group Manager, Xbox Consumer Engagement
MMA, Michael Becker, Managing Director, North America
One50One Agency, Troy Brown, President
iLoop Mobile, Michael Ahearn, VP Strategic Marketing

Moderated by Virginie Glaenzer, Director of Marketing iLoop Mobile

Published in: Technology, Business
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Webinar Deck: Mobile marketing for youth markets roundtable

  1. 1. Mobile Marketing for the Youth MarketiLoop Mobile Roundtable July 7, 2011
  2. 2. Roundtable Participants Michael Ahearn, VP Strategic Marketing, iLoop Mobile Julie Lynn Southard, Xbox Global Consumer Engagement Troy Brown, President, One50One Michael J. Becker, Managing Director Mobile Marketing Association, North America Moderator: Virginie Glaenzer, Director of Marketing, iLoop Mobile
  3. 3. What They’re Doing With Their Phones All Subscribers 13-24 Index Youth Youth UniverseSmartphone 33% 38% 115 17.8MFeature Phone 67% 62% 92 27MUse apps 39% 50% 130 23.3M YOUTH AREUse browser 40% 54% 136 25M CLOUD PEOPLE!Use email 34% 41% 121 19.3MUse SMS for 27% 44% 163 20.1M SMS BRAND INTERACTIVITYmarketing ALMOST AS IMPORTANT ASAccess Social 29% 48% 166 22M SOCIALor BlogWatch TV or 7% 11% 165 5.2MVideoTotal mobile subscribers US: 234MTotal Youth Demo 13-24: 44.8M | Percent of Market in Youth Demo: 19%Comscore 2 month period ending May 2011
  4. 4. Generation Text
  5. 5. 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
  6. 6. 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. 7. 7 J u l y 2 0 11 mobile marketing discussionaddressing the youth audience iLoop mobile Julie Lynn Southard | xbox global consumer engagement julielynn.southard@microsoft.com
  8. 8. 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
  9. 9. Why my team’s heart goes pitter pat…
  10. 10. 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 9
  11. 11. 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
  12. 12. Michael J. Becker North America, Managing Director Mobile Marketing Association Michael.becker@mmaglobal.com 408.242.5733 How  Big  Can  Mobile  Be? Michael J. Becker North America, Managing Director Mobile Marketing Association Michael.becker@mmaglobal.com 408.242.5733Mobile Marketing Association
  13. 13. 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. STIMULATE  GROWTH   REDUCE  FRICTION   PROMOTE EDUCATE MEASURE GUIDE PROTECT COLLABORATE   www.mmaglobal.comMobile Marketing Association
  14. 14. §  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
  15. 15. The  Youth   Mul;cultural  market   Troy  Brown   President   one50one  Mobile Marketing Association
  16. 16. CAUTION:  According  to  the  US  Census,  the  mul;cultural  popula;on  in  the  U.S.   will  be  the  majority  of  the  popula;on  by  2042.     This  cultural  and  demographic  shiR    cannot  be  ignored.    It  is  impera:ve  that   marketers  understand  mul:cultural  iden::es  as  they  become  more  nuanced.    Mobile Marketing Association
  17. 17. •  OPTIMISTIC   •  ASPIRATIONAL   •  CONNECTED   •  OPEN  TO  CHANGE  Mobile Marketing Association
  18. 18. They  Are  The  Most  Diverse  and  Open  Minded  •  Ethnically  and  racially  diverse  to  previous  genera:ons  and  more  open   minded  and  open  to  different  cultures.   –  Racial  and  ethnic  minori:es  now  account  for  43  percent  of  Americans   under  20.     –  Today,  nearly  52%  of  all  US-­‐born  children  have  at  least  one  foreign-­‐born   parent.  Being  bicultural  and  bilingual  is  cool  -­‐  its  embraced.  •  They  are  less  religious  yet  accep:ng  of  others  beliefs  •  They  are  on  track  to  becoming  the  most  educated  genera:on  in  US  History   Caucasians  (61%)   La:nos  (19%)   Black  (14%)   Asians  (5%)   Other  (1%)  
  19. 19. They  Are  Growing  Exponen:ally  And  Have  Great   Influence  on  Purchases    •  Even  though  Millennials  are  less  likely  to  be  employed     (63%)  they  are  willing  to  spend  wisely.   –  understand  their  value  dollars  and  support  brands   that  they  feel  they  connect  with  them,  empower   them  and  help  support  their  communi:es.  •  Mul:-­‐cultural  Millennial  youth  are  also  a[ending  college   more  than  previous  genera:ons  so  they  have  less   discre:onary  income  but  their  influence  is  significant   through  their  networks.   –  These  teens  may  not  be  working  as  much  but  they   are  building  rela:onships  and  networks  they  can   leverage  in  order  to  have  access  to  what  they  want/   need.   –  Crea:on  by  teenagers  con:nues  to  grow,  with  64%   of  online  teenagers  ages  12  to  17  engaging  in  at  least   one  type  of  content  crea:on  
  20. 20. Young  Mul:cultural  Consumers  Are  Connected  •  Mobile  phones  are  drama:cally  closing  the   digital  divide   –  Mul:cultural  online  and  mobile   consump:on  and  spending  habits  are   outdistancing  the  general  almost  2-­‐to-­‐1.    •  Mobile  internet  allows  mul:cultural   audiences  to  go  global-­‐  to  access  global   trends  as  well  as  to  set  them  and  spread   them  worldwide  •  Mul:cultural  youth  are  tex:ng  more,  have   more  unlimited  data  plans,  download  and   purchase  more  content,  view  more  online   and  mobile  ads,  and  buy  more  high-­‐end   mobile  devices  than  the  general  market.     –  Teens  from  lower  income  families  were  more   likely  to  have  more  than  one  cell  phone.   About  one  in  ten  teens  (9%)  from  households   earning  less  than  $30,000  annually  said  they   had  two  phones,  while  4%  of  all  teens   reported  owning  two  phones.  
  21. 21. Mul:cultural  Youth  Are  “Mobile”    •  A  majority  see  their  mobile  phones  as  the  key  to  their  social  life.  
  22. 22. Thanks for Attending  Visit www.iloopmobile.com to learn how we can help you mobile enhanceyour marketing, or sign up for future webinars and roundtables.Contact sales@iloopmobile.com (408) 907-3360 for help with your mobilemarketing campaigns or initiatives. h"p://twi"er.com/iloopmobile h"p://www.facebook.com/group.php?gid=71337661648 h"p://www.linkedin.com/company/iloop-­‐‑mobile h"p://www.youtube.com/user/iLoopMobile
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