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Marketing to Teens & Millennials: The shape of digital success

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At ad:tech in New York, Siegel+Gale's Global Director of Dynamic Media Thomas Mueller spoke to interactive marketers about how to connect with the technologically advanced Millennial generation. ...

At ad:tech in New York, Siegel+Gale's Global Director of Dynamic Media Thomas Mueller spoke to interactive marketers about how to connect with the technologically advanced Millennial generation. Thomas revealed key insights into their mindset, discussed several differences between Western Millenials and Millenials of the Middle East, and shared three case studies of organizations that have implemented successful campaigns targeting this group.

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  • Mp3 players are more prevalent in the US – 64% in the west, 17% in MEUnlike western Millienials, Millienials in the Middle East claim to look up to people in positions in authority, including business, religious and political leaders
  • http://blogs.forbes.com/indersidhu/2010/10/21/the-millennials-your-guides-to-the-future/http://www.youtube.com/watch?v=gJPFXwG_e4g
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Marketing to Teens & Millennials: The shape of digital success Presentation Transcript

  • 1. Marketing to Teens & Millennials
    The shape of digital success
    Thomas MüllerGlobal Director, Customer Experience
  • 2. Did you know?
    What percentage of Millennials sleep with their cell phone in their bed?
    A) 60%
    B) 80%
    C) 90%
    2
  • 3. Did you know?
    What percentage of Millennials sleep with their cell phone in their bed?
    A) 60%
    B) 80%
    C) 90%
    Source: Millennials, A Portrait of Generation Next, PEW February 2010
    3
  • 4. Did you know?
    What percentage of people in the Middle East are below the age of 25?
    A) 45%
    B) 55%
    C) 65%
    4
  • 5. Did you know?
    What percentage of people in the Middle East are below the age of 25?
    A) 45%
    B) 55%
    C) 65%
    Source: The Arab Millennials, arabyouthsurvey.com
    5
  • 6. Did you know?
    When asked to rank “life priorities” which did Millennials rank the highest?
    A) helping others in need
    B) being successful in a high-paying career
    C) being a good parent
    6
  • 7. Did you know?
    When asked to rank “life priorities” which did Millennials rank the highest?
    A) helping others in need (21%)
    B) being successful in a high-paying career (15%)
    C) being a good parent (52%)
    7
  • 8. Millennials are:
    Millennials like:
    • Constant interaction
    • 9. To be part of a community
    • 10. To share their opinions
    • 11. To converse withbusinesses and organizations
    • 12. Fusing technology into their daily lives
    Confident
    Connected
    Open to change
    Self-expressive
    Racially diverse
    Less religious
    Multi-taskers
    Progressive
    Technologically advanced
    8
  • 13. Global Millennials:
    Differences
    Similarities
    68% percent of Millennials in the ME say religion defines them as a person, compared with just 16% in the West
    34% of Millennials in the ME say success means making the world a better place – compared with 12% in the West
    Western Millennials rely on TV for news, the internet is the most important source of news in the ME
    • Substantially more technologically advanced and savvy compared with other generations
    • 14. Both Millennial groups spend majority of their disposable income on clothes and footwear
    Source: The Arab Millennials, arabyouthsurvey.com
    9
  • 15. 10
  • 16. 11
  • 17. 12
    Background
    Filling a regional void with a social network for the people of Arabia, by the people of Arabia.
    12
  • 18. 13
    The Opportunity
    • Since 2008 North Africa and the Middle East are the fastest growing regions of mobile adoption
    • 19. The region was lacking its own true Arabic offerings in the community, content, and Ecommerce categories
    • 20. Du, one of UAE’s Telcos, stepped in
    13
  • 21. 14
    Product naming
    The product needed a name that appealed to English and Arabic speakers while conveying intuitive, modern, trustworthy and fun
    Naming based on strategic, linguistic, legal and market viabilitycriteria
    The product name: Anayou
    14
  • 22. 15
    Category disruption
    • Anayou is the first social network built for the people of Arabia by the people of Arabia
    • 23. It is a personalized mobile and web experience providing a single place to store and access your digital life
    • 24. It allows people across the region to connect with people they care about, and express themselves
    15
  • 25. Home page
    Welcome, English
    16
  • 26. My home, first visit
    17
  • 27. My Vault photos page
    18
  • 28. Celebrity profile page
    19
  • 29. 20
  • 30. Background
    When Sony added a web browser to the PSP, they needed help drive loyalty among current and future PSP users
    Research explored trends, behaviors, and expectations in the marketplace among gamers, web publishers, carriers, manufacturers and licensors
    In the face of increasing pressure from Xbox and its online gaming service a brand identity for the PlayStation online community was created
    21
  • 31.
  • 32. How does PSP appeal to Millennials?
    Focus on conversations with and interactions among gamers
    Expand perception from PSP=Hardware to more
    PSN (Play Station Network) was born to provide community for gamers
    The content and design focuses on creating opportunities to engage members of the community
  • 33. Personalized and updated content
    Content is tailored based on the user’s profile information, friends’ activity, and earned trophies
    Personalized content includes:
    Friend’s activity in the community Recommended games and media information
    Content modules are dynamic to ensure the latest content is constantly re-surfacing
    24
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. 29
  • 39. Flip
    Handheld digital video camera
    CISCO acquired Flip in March 2009
    “It’s bringing crowd-sourcing to television,” said Jodi Lipe, vice president of marketing partnerships and promotions at Flip Video/Pure Digital Technologies
    Entire advertising/marketing campaign relies on the 2-way conversation
    30
  • 40.
  • 41.
  • 42. Why is the Flip appealing to Millennials?
    It’s easy to shoot and share
    A millennial was hired to manage their viral marketing and advertising campaigns
    Andrew and another Milliennial coworker, Greg, produced videos such as “Flip Like We Do” and shared them via YouTube and Facebook
    Justice’s first video alone generated more than 90,000 viewings and was featured in an online story on All Things Digital, one of The Wall Street Journal’s technology sites.
    33
  • 43. Flip on Facebook
  • 44. 35
    About Siegel+Gale
    We are a global strategic branding, customer experience and design firm. We build world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences.
    250 people, across 4 practice areas: Research, Brand Development, Digital, Simplification. 8 offices, NY, LA, SF, London, Hamburg, Dubai, Bejing, Shanghai.
    Part of Omnicom. www.siegelgale.com
    Thomas Mueller, Global Director Customer Experience
    tmueller@siegelgale.com
    @tmuellernyc
    35
  • 45. 36