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What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?

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What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
- The digital landscape from a teen's perspective
- Social media facts and figures related to teen media usage
- Five tips to sparking valuable conversations through engaging content

Published in: Marketing, Education
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What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?

  1. No Boundaries ≠ No Rules: MARKETING TO TODAY’S DIGITAL TEEN
  2. A day in the life … 2
  3. Emily wakes up and, still rubbing the sleep from her eyes, texts her friend Jess to see what she’s wearing to school today. Jess sends her a photo via Snapchat. Wardrobe choices established, Emily rolls out of bed and pops in her headphones to listen to her favorite Indie Spotify playlist, which she also shares to her Facebook News Feed. On the way to school, she scans through her Instagram feed, commenting on a bunch of her friends’ photos before creating a stylized image of the view from the bus window and posting it to Instagram, Twitter, and Facebook simultaneously. Later, during lunch, she stars in her friend Jake’s Vine video, “Cafeteria Chaos,” which he uploads to both Vine and Facebook. After viewing the video on Facebook, Emily notices that Chandra liked the Spotify playlist she posted earlier that morning. Chandra lives on the other side of the country, but she and Emily have struck up a friendship based on their shared passion for Indie music. After school, Emily tunes into her Maroon 5 Pandora station and spends some time adding imag- es to her Pinterest board, “Summer Fun.” School is almost out, and she’s creating a digital bucket list. After homework and dinner, Emily curls up on the sofa with Jess and two other friends to watch the season finale of Pretty Little Liars together via Hulu and a Google+ Hangout. After a long day on the go, Emily gets back into bed. Before she falls asleep, she checks in with friends via text, Facebook, and Twitter. She also downloads the Pheed app for her phone. A lot of her friends are hanging out there now, and she wants to check it out. Emily and her friends are average American teens.Their days are filled with typical teenage activities – school,homework,sports,and hanging out with friends.Surrounding these activities is a digital ecosystem that inspires, enhances, captures,socializes,and broadcasts these experiences. From dawn‘til dusk,today’s teens are plugged into multiple devices, apps, media, and social networks. Teens live as much in the virtual world as they do in the real world. They are the “digital natives” you’ve been hearing about. If you want to reach this audience, you need to go native, too. 3
  4. No Boundaries In the digital space, there are no boundaries. Geography is meaningless, physical proximity is irrelevant, and more and more the lines are blurring between “real world” and “online” relationships. Connection is the currency of the virtual world where teens can converse with anyone, anywhere, anytime. While digital connections extend teens’ reach across and beyond traditional borders, the perpetually evolving collection of digital tools and venues give teens the creative freedom to produce, consume, and engage with all kinds of media: text, video, audio, and images. Conversation is no longer constrained to mere words. Relationships are now forged over photographs, six-second videos, and curated playlists. No Allegiance Teens are not loyal to any particular app or media platform. Their loyalty is to the content, not the delivery system. Their interactions in the digital environment are focused on the ideas contained in the media and the connections they create with friends. It doesn’t matter to them if those ideas and connections live on Facebook or Twitter or Pheed or Instagram. Often, one interaction will span two or three different platforms as content created on one platform is shared across multiple networks, triggering multiple reactions and conversation threads. The digital world teens inhabit is an immersive, organic, and omnipresent environment. It is more than an accessory to life; it is life – a thriving ecosystem with digitally spawned interde- pendencies and interactions that drive consumption, creation, and communication. To reach teens on their home turf, as it were, you need to be able to see the digital landscape from a teen’s perspective. The free-range digital teen 4
  5. They also don’t feel the need to consume content according tosomeoneelse’sschedule.Thoughtheymaystillbedevotedto certain programming, for instance, alternate viewing options like Netflix and Hulu give teens the flexibility to watch when and how they want. No Patience It’s no surprise that, having grown up in the age of instant gratification, today’s teens lack the ability (or inclination) to tolerate any kind of pause or delay. The pervasive and perpetual nature of digital media in teens’ lives virtually eliminates the need to wait for anything. Seventy-five percent of teens keep in constant contact with friends by sending at least 60 text messages per day.1 Many send hundreds more than that. Ubiquitous Internet access (primarily via smartphones) gives teens the option to be connected to their apps and social networks 24/7. Impatience also contributes to teens’ propensity for digital multi-tasking. Teens’ virtual activities rarely take place in isolation. For example, TV viewing might be accompanied by texting and tweeting. Teens have no problem engaging multiple technologies and networks at once. 1 http://www.pewinternet.org/Reports/2012/Teens-and-smart- phones.aspx 2 http://www.tru-insight.com/ The global purchasing power of teens (12-19 years old) 2 Social Media Facts Figures $819 BILLION 5
  6. Teens using a social networking site. 3 More older (14 - 17) teens use a social networking site than their younger (12 - 13) counterparts. 3 Teen social media use is high across a variety of ethnic groups. 3 Social Media Facts Figures 79% Male 84% Female 89% vs. 65% 81% White 88% African American 77% Hispanic 6
  7. 3 Pew Internet and American Life Project, “Teens, Social Media, and Privacy,” May 21, 2013 89%Have Facebook friends who do not attend the same school.3 33%Have Facebook friends they’ve never met in person.3 151-600Facebook friends. 3 20%of teen users have Facebook friends.3 Teens on Facebook More than half of teens (51%) have more than 600_____________________ _ _ _ _ _ _ _ _ _ _ _ _ _ ____________ 7
  8. … so does the digital world of teens. Though it may appear to be an anarchy of random actions and associations, there are recognizable behaviors and patterns. If you want to make the right connection, your content needs to be: Even the jungle has its laws … 1.Adaptable Agile Teens’rulesofengagementcanchangeonawhim.Tokeep up, you need to monitor their reactions in real time, access performance results quickly, and adjust on the fly. Smart, iterative testing provides valuable insights that help you learn from your mistakes. Flexible planning ensures you can respond appropriately and in a timely manner when (not if) the interest of your teen audience wavers. 2.Current Relevant The old adage “timing is everything” may never have been more applicable than in the context of reaching teens online. Life moves fast on the Internet. Today’s meme is yesterday’s news before the dinner dishes are done. To avoid the embarrassment of being passé, you need to stay ahead of the curve. In addition, you need to make sure you get the context right. Playing off the latest “it” trend in the wrong way is almost as bad as missing the trend all together. 3.Popular Unique It seems like a combination of opposites, but the best teen content manages to simultaneously convey a sense of belonging and self-expression. It gives teens the chance to be part of something while also giving them a chance to articulate their own feelings and individuality. 8
  9. 4.Meaningful Entertaining Teens are easily bored. They can also sniff out disingenuous players in an instant. To make a good impression, you need to capture their attention and “keep it real.” Use emotion to create an immediate and authentic connection. Humor is a great icebreaker for any age group, and aligning yourself with a relevant cause or movement can also help you put your best foot forward. 5.Varied Shareable Teensalsohaveaseriouslyshortattentionspan.Whendeveloping content for this demographic, “KISS” translates to “keep it short, stupid.” Use a variety of content formats on a variety of venues. And,makesurethateverythingyouproducehashigh“shareability” in terms of both the content and the functionality. 9
  10. While teens do engage with brands online via ads and social mediasites,theydoitontheirownterms.Theyarenotboundby the constraints of traditional channels or their digital coun- terparts. They do not limit their media consumption to any particular format. They are more interested in the content itself and the way it helps them either make a statement about themselves or connect with others. Digital media gives brands the opportunity to connect with teens where they live – on the Internet, on their their mobile devices, and via on-demand venues like Hulu. It provides the tools you need to create engaging content that sparks valuable conversations. It delivers important insights via monitoring tools and performance metrics. It’s their world.You just get to play in it. The digital world may be a jungle, but it’s also rich with opportunity. You just need to know how to speak to the natives. 10
  11. About iProspect For progressive leaders, iProspect is the trusted global part- ner in developing customized, data-driven strategies that transform consumer intent into action and drive conversions. iProspect’s offerings span the full spectrum of performance marketing including paid and natural search, performance display, content generation, analytics, social media manage- ment, and structured data and feeds. Since 1996, iProspect’s client list spans many industries and includes Fortune 500 companies such as General Motors, adidas, Neiman Marcus, Container Store, Mandarin Oriental Hotel Group, The Gap, Athena Health, and others. Representing a diverse global footprint, iProspect has 55 offices in 40 countries with over 1,900 employees. For more information, visit www.iprospect.com or follow us on Twitter @iProspect. 11 Interested in learning more about how to reach the “digital native”? Contact us today. Parks Blackwell VP, New Business and Marketing Parks.Blackwell@iprospect.com 817.665.1397 For questions about this research, please contact: Danielle Smith Group Account Director Danielle.Smith@iprospect.com 817.509.0338 For all media inquiries, please email: iprospect@inkhouse.com
  12. www.iprospect.com | © 2013 iProspect, Inc. All rights reserved.

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