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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.

Published in: Business, Technology
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ad:tech New York: Marketing to Millennials

  1. 1. PRESENTER: Marketing to Teens and Millennials: Creative Showcase of Digital Success Stories Kevin Barenblat, CEO and co-founder, Context Optional
  2. 2. Know Your Audience: • 72 % of teenage girls are on Facebook • 36 % of teenage girls have a smartphone Data via Wet Seal and Edelman
  3. 3. 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
  4. 4. 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.”
  5. 5. Driving Traffic to the Retail Site
  6. 6. Sears Campus Connection: Multi-Media • Millennial-specific campaign • Incorporating video • Tie-in with off-Facebook retail site
  7. 7. Keep Their Interests In Mind What drives them to join? Why would they interact?
  8. 8. Kohl’s Cares: Cause Marketing • Appealing to the ‘We’/Do Good Generation • Focus on engagement/community building • Crowd-Sourced Giving • Building Brand Loyalty/Affinity
  9. 9. The Value of Community Management