Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Whether we call them Generation Z, Generation SpongeBob, the Homeland Generation, the Digital Natives or Post-Millennials... children of the new generation, born after the late 90’s, are more digitally connected than any other generation of kids. Also, never before ‘kidsfluence’ has been this powerful.
For marketeers who are targeting these kids, a good understanding of the (digital) life of this generation is key. How do they think and behave? What do they like? Through what (digital) media can you reach them? How do they perceive those media? How can you reach their mums? What are the mums' preferred digital media?
These are some of the questions that are answered in this presentation.
Att.: new name and contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Presentation given by Gerda Van Damme (Dreammachine Kids) at the Kids & Family Marketing Congress, organized by Dreammachine Kids in Brussels, September 2016.
Contact us for your kids & family marketing projects and kids experiences. Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Presentation given by Gerda Van Damme (Dreammachine Kids) at the Kids & Family Marketing Congress, organized by Dreammachine Kids in Brussels, September 2016.
CMC2016 - How To Become a Top 5 Global Kids BrandDubit
This presentation from Dubit focuses on how kids are consuming data.
With reference to case studies from Lego, Minecraft and Candy Crush, we look at the 3 commonalities that the top 5 kids brands share in generating content that connects multiple generations.
Dubit's Casual Connect Presentation: Kids and Virtual RealityDubit
An abridged version of Dubit's 'Casual Connect' presentation - "Immersed in Play and Learning: Kids and Virtual Reality."
For a copy of the full presentation, contact stephanie.whitley@dubitlimited.com
We have launched our new winter insight report, “Rip it up and start again” to inspire businesses to think differently about how to create change 2014. It’s full of provocations, ideas and inspiring examples of businesses bringing their energy, flair and innovation to bear on a range of issues from an ageing population through to reducing wasteful consumption. So as the winter days darken, here’s something to shine a light on what your business could do differently next year.
Presented to MNP in Regina May 2015. For more information on becoming a Superhero see... http://strategylab.ca/why-having-adhd-is-like-having-a-superpower/
Everyone has a Superpower, everyone has something they're awesome at. The more we help the people around us find their Superpower as well the better off we all are.
Your personal brand in 2015 is what people say about you when you aren't in the room. Build up the people in your network, on and off line.
Att.: new name and contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Presentation given by Gerda Van Damme (Dreammachine Kids) at the Kids & Family Marketing Congress, organized by Dreammachine Kids in Brussels, September 2016.
Contact us for your kids & family marketing projects and kids experiences. Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Presentation given by Gerda Van Damme (Dreammachine Kids) at the Kids & Family Marketing Congress, organized by Dreammachine Kids in Brussels, September 2016.
CMC2016 - How To Become a Top 5 Global Kids BrandDubit
This presentation from Dubit focuses on how kids are consuming data.
With reference to case studies from Lego, Minecraft and Candy Crush, we look at the 3 commonalities that the top 5 kids brands share in generating content that connects multiple generations.
Dubit's Casual Connect Presentation: Kids and Virtual RealityDubit
An abridged version of Dubit's 'Casual Connect' presentation - "Immersed in Play and Learning: Kids and Virtual Reality."
For a copy of the full presentation, contact stephanie.whitley@dubitlimited.com
We have launched our new winter insight report, “Rip it up and start again” to inspire businesses to think differently about how to create change 2014. It’s full of provocations, ideas and inspiring examples of businesses bringing their energy, flair and innovation to bear on a range of issues from an ageing population through to reducing wasteful consumption. So as the winter days darken, here’s something to shine a light on what your business could do differently next year.
Presented to MNP in Regina May 2015. For more information on becoming a Superhero see... http://strategylab.ca/why-having-adhd-is-like-having-a-superpower/
Everyone has a Superpower, everyone has something they're awesome at. The more we help the people around us find their Superpower as well the better off we all are.
Your personal brand in 2015 is what people say about you when you aren't in the room. Build up the people in your network, on and off line.
The concept of work-life balance today is obsolete. This conference took a deeper look at people, projects, products, and services that we can all leverage to try to LIVE, WORK, and PLAY BETTER.
Co operation of-generations - Andrea Nagy - Parrish & Crawler InternationalAndrea Nagy
Hello, my name is Andrea Nagy. On the next pages I would like to guide you through the world of generations. I have been researching and analysing this topic for over 7 years now and more and more I believe that organizations cannot avoid putting this topic to their agenda in order to run their operation effectively and successfully. I do not think that this topic is number one priority in any business, however I do trust that it is a very important aspect of the corporate life and culture and that all leaders must be aware of it and be able to handle it.
Whilst we sometimes focus on the rational benefits of technology, digital interactions affect us on a biological and emotional level. The web and its metrics made our real self and our web self became two different characters.
Accessible Games | blind ready, social and educational activitiesNazzareno Giannelli
An introduction to our innovative products.
"We believe in a future where games are not a distraction, but a valuable alternative to traditional education, a powerful weapon against discrimination and isolation."
Giochi Accessibili is an italian startup developing game actrivities playable also by blind and visually impaired people.
Epic Win - Why Gaming is the Future of LearningJane McGonigal
Why doesn't the real world seem more like an online game? In the best-designed games, our human experience is perfectly optimized: we have important work to do, we're surrounded by potential collaborators, and we learn quickly and in a low-risk environment. When we're playing a good online game, we get constant useful feedback, we turbo-charge the neurochemistry that makes challenge fun, and we feel an insatiable curiosity about the world around us. None of this is by accident. In fact, game developers have spent three decades figuring out how to make us happier and more collaborative, how to make learning more fun and social, and how to satisfy our hunger for meaning and success. And all of these game-world insights can be applied directly to amplify and augment the way we teach, learn, and do research in the real world. In this talk, you'll learn how online game methods and mechanics can transform our learning communities - and help re-invent higher education as we know it.
Dr. McGonigal is the Director of Game Research & Development at the Institute for the Future in Palo Alto, California.
Culture Geek 2018 - Games are the answerBen Templeton
@thoughtben + @cawston
Games have become a common feature in cultural spaces as museums and galleries seek new ways to engage audiences with both their collections and the spaces that house them. Organisations have embraced play in all its forms, from gamification (boo! hiss!) through to immersive experiences and screen-based games that even die-hard gamers can enjoy.
But how do you condense the theme of an exhibition, or the deep expertise of curators, into a single, simple game? What ideas work best in game-form? And how can museums compose project briefs that get the most creative responses from game designers?
With a focus on a suite of games being created for two new galleries at National Museum of Scotland – and examples of brilliant game products from across the sector – Rob and Ben will explore the best way to approach the game-making process and maximise the impact of the final product.
Virtual Reality: Is this the final frontier for children's entertainment? | @...Dubit
Dubit's Bobby Thandi presented at the Bookseller Children’s Conference in London on 27th September 2016.
His talk was on "Virtual Reality: Is this the final frontier for children's entertainment?"
PRINT INDUSTRY REPORT gives the overall picture of advertising on Newspapers and Magazines for the period September 2017. It covers top advertisers, categories and brands, newspapers, magazines and their % share in total advertising.
Data Source: Media Track
This report covers those establishments where coffee is the primary sales item or the main selling point to attract consumers. They are based on the European and North American coffee shop models, offering a wide variety of coffee drinks, eg cappuccino, latte, mocha, etc. Other items are usually on sale, such as pastries, pasta, tea, coffee beans etc. However, the food offer may be restricted
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...Dreammachine
Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
How do brands interact with kids in their multichannel environment? Have the kids really changed? What's important to the kids of 'Generation Spongebob'? How do advertisers engage with this brand new generation?
Meet the wired kid, get to know the maker movement and new role models, and much more in this session about what's hot and trendy in digital kids marketing.
The concept of work-life balance today is obsolete. This conference took a deeper look at people, projects, products, and services that we can all leverage to try to LIVE, WORK, and PLAY BETTER.
Co operation of-generations - Andrea Nagy - Parrish & Crawler InternationalAndrea Nagy
Hello, my name is Andrea Nagy. On the next pages I would like to guide you through the world of generations. I have been researching and analysing this topic for over 7 years now and more and more I believe that organizations cannot avoid putting this topic to their agenda in order to run their operation effectively and successfully. I do not think that this topic is number one priority in any business, however I do trust that it is a very important aspect of the corporate life and culture and that all leaders must be aware of it and be able to handle it.
Whilst we sometimes focus on the rational benefits of technology, digital interactions affect us on a biological and emotional level. The web and its metrics made our real self and our web self became two different characters.
Accessible Games | blind ready, social and educational activitiesNazzareno Giannelli
An introduction to our innovative products.
"We believe in a future where games are not a distraction, but a valuable alternative to traditional education, a powerful weapon against discrimination and isolation."
Giochi Accessibili is an italian startup developing game actrivities playable also by blind and visually impaired people.
Epic Win - Why Gaming is the Future of LearningJane McGonigal
Why doesn't the real world seem more like an online game? In the best-designed games, our human experience is perfectly optimized: we have important work to do, we're surrounded by potential collaborators, and we learn quickly and in a low-risk environment. When we're playing a good online game, we get constant useful feedback, we turbo-charge the neurochemistry that makes challenge fun, and we feel an insatiable curiosity about the world around us. None of this is by accident. In fact, game developers have spent three decades figuring out how to make us happier and more collaborative, how to make learning more fun and social, and how to satisfy our hunger for meaning and success. And all of these game-world insights can be applied directly to amplify and augment the way we teach, learn, and do research in the real world. In this talk, you'll learn how online game methods and mechanics can transform our learning communities - and help re-invent higher education as we know it.
Dr. McGonigal is the Director of Game Research & Development at the Institute for the Future in Palo Alto, California.
Culture Geek 2018 - Games are the answerBen Templeton
@thoughtben + @cawston
Games have become a common feature in cultural spaces as museums and galleries seek new ways to engage audiences with both their collections and the spaces that house them. Organisations have embraced play in all its forms, from gamification (boo! hiss!) through to immersive experiences and screen-based games that even die-hard gamers can enjoy.
But how do you condense the theme of an exhibition, or the deep expertise of curators, into a single, simple game? What ideas work best in game-form? And how can museums compose project briefs that get the most creative responses from game designers?
With a focus on a suite of games being created for two new galleries at National Museum of Scotland – and examples of brilliant game products from across the sector – Rob and Ben will explore the best way to approach the game-making process and maximise the impact of the final product.
Virtual Reality: Is this the final frontier for children's entertainment? | @...Dubit
Dubit's Bobby Thandi presented at the Bookseller Children’s Conference in London on 27th September 2016.
His talk was on "Virtual Reality: Is this the final frontier for children's entertainment?"
PRINT INDUSTRY REPORT gives the overall picture of advertising on Newspapers and Magazines for the period September 2017. It covers top advertisers, categories and brands, newspapers, magazines and their % share in total advertising.
Data Source: Media Track
This report covers those establishments where coffee is the primary sales item or the main selling point to attract consumers. They are based on the European and North American coffee shop models, offering a wide variety of coffee drinks, eg cappuccino, latte, mocha, etc. Other items are usually on sale, such as pastries, pasta, tea, coffee beans etc. However, the food offer may be restricted
Trends in Digital Marketing to Generation Z, Gerda Van Damme, Dreammachine, B...Dreammachine
Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
How do brands interact with kids in their multichannel environment? Have the kids really changed? What's important to the kids of 'Generation Spongebob'? How do advertisers engage with this brand new generation?
Meet the wired kid, get to know the maker movement and new role models, and much more in this session about what's hot and trendy in digital kids marketing.
This report provides a snapshot of Gen Z by focusing on their digital habits: how they use connected devices to socialize, spend, shop and more. We also report on how their parents feel about these habits and what this means for marketers. The report is based on a survey of tweens and teens (ages 8 to 17) and their parents in the U.S. and the U.K.
How Customer Experience(CX) is the next big thing in Marketing and how the companies need to be prepared for this phenomenon. Difference between Customer experience and customer service and why the two should not be mistaken.
Leading consumer research company specialising in consumer insight with kids. Experts in testing toys, games, kids TV shows, virtual worlds, apps and other forms of entertainment for children.
Methodology including: kids focus groups, kids discussion groups, product testing, advertising and communications research with children, packaging execution, concept review etc.
For more details go to: www.KidsBrandInsight.com or www.stevenreece.com
Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
L’indagine è stata realizzata fra il 13 ottobre e il 16 novembre del 2016 in 28 Paesi con interviste online a 32.200 persone. L’indagine, giunta alla sua diciassettesima edizione, è condotta dalla società Edelman Intelligence
This is concise comparative analysis of health food drinks in India. The deck contains briefs on health food and Health food drinks followed by analysis of major HFD Brands in India and their marketing approaches. The deck concludes with challenges, opportunities and key success factors in the Indian Health Food drinks Industry.
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
Updated May 2014! Whitepaper 'Digital Marketing to 'Generation SpongeBob' (Ge...Dreammachine
Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
TABLE OF CONTENTS
Introduction
The importance of kids marketing
‘Generation Spongebob’
A new generation of mums & dads
Digital media consumption
Kids & digital marketing
Trends in digital kids marketing (details: see below)
Usability
Legal & ethical considerations
References / further reading
OVERVIEW OF THE TRENDS SECTION
The digital revolution
Digital kids are the trend
Ban digital advertising!
Ban digital!
Revolutionizing brands
The content
Storytelling
Humor please!
Video is king
Characters and Santa Claus
Boys & girls
Real is beautiful
Mini rules
Happiness and well-being
Sophistication
The interaction
Co-creation
Starification
Points, degrees, badges
A vocal generation
Helpful brands
The second screen
Advergames as goodies
Social media
The ephemeral social
Protected social networks
The rising power of Twitter
Everything connected
The cross-channel approach
Immersive experiences
The mobile kid
The internet of things
Digital at the point of sales
Augmented reality
The wired kid
Virtual reality
Code-mania
Wearables
Digital mums
Nothing less than perfection
Educate kids and sell to parents
Inform the parents
Celebrating heroic mums
Imperfect mums
Nostalgic mums
The inclusive experience
The business perspective
Big data
Growth hacking
Crowdsourcing
Struggling with business models
Opportunities for innovation
Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Table of Contents:
• Characteristics of the preschooler
• The kids corner on the internet
• Usage of electronic media by preschoolers
• Usability issues of preschooler websites
• Webvertising towards preschoolers
• Legal & ethical considerations
• Reaching the preschooler mums
Whitepaper Digital Marketing to Generation ZDreammachine
Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Overview of some relevant topics in digital kids marketing.
More than 100 pages of interesting kids marketing content.
For more content and resources, see http://www.digitalkidsmarketing.com.
Plus d'informations sur :
Proposition d'une stratégie de communication et marketing 360 pour l'association Vaincre l'Autisme dans le cadre d'un projet à HETIC.
Équipe : Armand Fardeau / Jules Belamy / Ronan Fourreau / Aude Ficheux
Inspiring Route - Always On: people, consumers, companies - Modelli e strateg...Market Revolution
"Always On" is a lifestyle characterized by the connectivity shift from a technological service to a personal trait.
This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Always On through stories, examples, numbers, case studies.
Playful presentation for the Catalan Nous Horizonts Foundation on oppoprtunities and risks of digitalisation for locat government. The discussion touched experiments in Barcelona on facial stress recognition, worries about electromagnetic fields of 5G-networks, privacy, to how regulation could restrict good possibilities. My main advice is to have clear social goals and look for available technology - not the other way round.
Collaborating with consumers Eat 'n Learn SmarteesInSites on Stage
This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers. The presentation elaborates on how to structurally collaborate with your consumers in order to generate richer consumer insights and feed your innovation funnel. All of this illustrated with client cases from ATAG, Dorel & PepsiCo
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
2. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 2| 27 february 2014 Generation Spongebob
Agenda
The new kids, generation Z
Mums & Dads of generation Z
Their digital media consumption
About Dreammachine Kids
3. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 3| 27 february 2014 Generation Spongebob
Digital marketing spend to kids & teens 2013*
* Nielsen
US:
800 mio $
UK:
200 mio $
Belgium:
?
4. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 4| 27 february 2014 Generation Spongebob
Most watched infographic 2013
5. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 5| 27 february 2014 Generation Spongebob
• Who are they? What are they into?
• How to engage with them?
• Their (digital) media consumption
Who are those kids?
culture
learn
play
family
peers
development
media
6. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 6| 27 february 2014 Generation Spongebob
• Happiness is a ‗normal state‘ for kids.
Marketers who focus on the dissatisfied, rebellious child will find it difficult to
connect with the majority of kids, tweens, and their parents.
• Around the globe, the most frequently cited sources
of happiness were:
What makes today kids happy?
Source: The Marketing Store, Jan 2013
7. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values,
the top 5 things global kids (6-12) chose as ―most
important‖ are:
1. Being a happy family
2. Having lots of friends
3. Being a nice person
4. Being smart
5. Being rich
* Source: The Marketing Store
Their most important values*
8. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 8| 27 february 2014 Generation Spongebob
“Get rid of nuclear power generation.” –Boy, 9 years, Japan
―That the unemployment in my country would end.” –Girl, 9
years, Spain
“Find a cure for cancer.” –Girl, 11 years, UK
“Have freedom for all and world peace.” –Boy, 8 years, Brazil
“We would stop global warming.” –Girl, 10 years, Poland
―That we could walk alone without it being dangerous.‖ –Boy, 11
years, Mexico
* Source: The Marketing Store
‗What would you want...?‘*
9. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 9| 27 february 2014 Generation Spongebob
RACECARS
Content: some themes
FUTURE
PAST
BOYS & GIRLS
FAMILY
HUMOR
TABOO, SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
10. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 10| 27 february 2014 Generation Spongebob
• The survey shows usage of electronic devices is very similar for girls and boys
– the difference is generally as little as 1-2%. Boys are more into gaming
(handheld gaming devices and consoles), while music appeals more to girls.
But that gap is closing.
• Personal ownership of electronic devices shows a similar pattern.
• Digital Activities: Both girls and boys use the computer for a wide array of
activities, especially entertainment (playing games and watching videos).
Boys are not more sophisticated on the computer, but they are more inclined to
experiment with more functions on their mobile phones.
The big holdout: Traditional toys are still strongly gendered
• One place where we see significant gender differences is in traditional
toys. There are still BIG differences in what toys kids like to play with—despite
all the moms who have thrust baby dolls at their boys and Hot Wheels at their
girls.
• According to Hasbro research, boys and girls play in a different way:
– Boys expect power and control in how they play (action, customization, power game
agains parents)
– Girls are endless explorers in their play (varied play experiences, identity seeking,
pnder purchases with parents)
* Source: The Marketing Store
The gender gap is closing*
11. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 11| 27 february 2014 Generation Spongebob
• Parents encourage gender neutral play for girls, but not for boys. The trucks are given to
the girls, but the dolls not to the boys.
• Play preferences of the kids... reflect stereotypes.*
* Kids who engage in type of play at least fairly regularly.
Play & gender in Belgium
12. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 12| 27 february 2014 Generation Spongebob
Global Kids‘ Top 10 Favorite activities
Source: The Marketing Store, Jan 2013
27%
24%
21%
15%
15%
15%
14%
14%
11%
11%
Play video/computer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (e.g., hiking)
Reading
13. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de
Verbruikersorganisaties), 2011
• Growth over the last years
• Growth with age: from 21€/month at 10 to 28 € /month at
12.
• More than half save it at home (57%). Another 30% saves
it at the bank account. The younger, the more they save
the money.
• Spending on food & snacks (40%), clothing
(38%), videogames (27% - growing with the age), going
out (11%), cosmetics (9%),...
The big question is of course also: ‗What do they get on top of
this (bigger amounts), at their request?‘ And how big is their
influence?
Kids and (pocket) money
14. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO):
• 32% of kids regularly do the household purchases
• 83% of kids say they regularly go to the shop
(average: 2,8 times a week)
• 63% of kids put products in the shopping basket
when they go shopping with their parents.
– Candy, chocolate (75%)
– Drinks (32%)
– Cereals (22%)
– Cosmetics (14%)
– Fruit (14%)
– Videogames (7%)
– Clothing (6%)
• 64% of kids propose things to buy while in the shop.
Kids and (mum‘s) money
15. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development: 6 – 8
Between 6 to 8 years
old, the left hemisphere
of the brain starts to
develop more than the
right one. It directs itself
away from the pure
fantasy into the ‗real
world‘, the child gets an
aversion of everything
that could be
‗childish‘, and girls and
boys difference gets
more and more evident.
16. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development: 8 – 11
• Starting from 8
years, children start really
looking at brands, and
develop a brand loyalty, which
can last until the end of his
life. He also starts taking
more and more in account the
behavior of his friends.
• Approaching 12 years, their
brain starts evolving towards
the adolescent stage, which
will change their life
completely. But attention, at
this age their attention curve
is still much shorter than the
curve of an adult.
17. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 17| 27 february 2014 Generation Spongebob
Kids & usability
See http://www.dreammachine.be/blog/digital-usability-for-kids
18. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 18| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
19. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 19| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
20. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 20| 27 february 2014 Generation Spongebob
• HIGH VERBAL CONTENT: narratives, jokes, other verbal play
• HIGH VERBAL AND MUSICAL CONTENT: songs & rhymes
• HIGH PHYSICAL AND HIGH VERBAL AND/OR
MUSICAL CONTENT: clapping, skipping, singing
games, dancing, singing with moves, counting out rhymes
• HIGH IMAGINATIVE CONTENT:
– Fantasy play
– Socio-dramatic play
– With playthings
• HIGH PHYSICAL CONTENT
– Without playthings
– With playthings
– Body play
Play patterns:
Example: classification of games and play at school playtime
21. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 21| 27 february 2014 Generation Spongebob
There is no revolution in play.
Be a hero
Pretend to save the world
Battle and competition
Imaginative characters
22. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play.
Lego Minecraft
23. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 23| 27 february 2014 Generation Spongebob
• 87 of Belgian parents find ―play that gets my child to be social and interact or
communicate with others‖ important.
• 78% of parents think their kid plays just the right amount (50% of kids feel they don‘t play
enough).
• For Belgian kids, play is all about ‗FUN‘.
• For parents, it‘s about purpose (only for 51% of Walloon parents it‘s about FUN vs 85% of
Flemish parents).
• For Walloon parents, educational play is lacking most. For Flemish parents, outdoor play
is lacking most.
• The need to play together and the lack of that is felt most in the south part (72,5% against
44,5%).
• 26% of kids play most often alone.
• Parents encourage gender neutral play for girls, but not for boys. The trucks are given to
the girls, but the dolls not to the boys.
Parents & their perception of play
24. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 24| 27 february 2014 Generation Spongebob
• Outdoor play: decreasing from 82% at 2-5 to still
57% of 9-12, kids would ‗always play outside if they
could‖. But they can‘t.
• Playing together is perceived as super-important.
• Parents mainly see the following purposes in play:
release energy, relax, problem-
solving, creative, purely fun, social, age
appropriate, active/physical (outdoor?), challenging
the child, learn
something, imaginative, nurturing/caring.
Opportunities: lack in play
25. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 25| 27 february 2014 Generation Spongebob
• Outdoor play: decreasing from 82% at 2-5 to still
57% of 9-12, kids would ‗always play outside if they
could‖. But they can‘t.
• Playing together is perceived as super-important.
• Parents mainly see the following purposes in play:
release energy, relax, problem-
solving, creative, purely fun, social, age
appropriate, active/physical (outdoor?), challenging
the child, learn
something, imaginative, nurturing/caring, collaborati
ve.
With the orange circle = what they feel lacks most.
here are your big opportunities: educational play,
Opportunities: lack in play
26. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
27. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tablet
Source: GameByte research
36
49
43
28 30
19
28
3
10
27
US UK FR DE AU
Android Tablet
iPad
28. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 28| 27 february 2014 Generation Spongebob
Top Kids F2P/MMO PC Games
29. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 29| 27 february 2014 Generation Spongebob
They guarantee:
• Interaction with your brand
• Fun & positive exposure of your brand
• Repetition of exposure
• Long attention towards your brand
Address the child in an adapted way:
• Put the child central
• Reward him as often as you can
• Let him win as many easy levels as possible
• Let him compete with his pears
Games
30. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 30| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
31. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy.
Rely on research with kids.
• Which child? Make it age
appropriate!
• ‗I‘m 4,5‘. Research.
• Grow with the child.
32. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 32| 27 february 2014 Generation Spongebob
Really really scary
33. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 33| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
34. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views
on his channels
‘storyfying’ games!
Click on the image to play the video on Youtube.
35. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube.
36. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 36| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
37. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 37| 27 february 2014 Generation Spongebob
• Device and technological gimmics = transparent
• Hundreds of devices.
• 50 types of kids tablets.
• Kids do love technology. BUT: in the end it‘s about the
content. ‗Watch me‘-toys are rejected.
Don‘t count on bells and whistles
Number 1 criteria for parents chosing a tablet =
educational content available on it.
38. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 38| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
39. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
• The content is the fill rouge to their experience with
your brand
• They expect continuity and consistency through all
media
• Kids also copy elements of digital play into
their traditional play experience. E.g. ‗Play
Moshi Monsters‘
• In hybrid products (digital + physical
toys), such as Skylanders, except for the
youngest ones, the digital part of it gets the
most importance.
Tear down the walls
40. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 40| 27 february 2014 Generation Spongebob
• Think transmedia + video (-IP) + content is king =
key to success
• Content: movie IP
• Transmedia: games playable on all sorts of devices
Example: LEGO : losses 1998 – 2004.
• Partnership with Warner Brothers
• Extension of products to electronic gaming and other
media
• Lego: the movie. (Batman)
• Taking movie property to play, and then making
again a movie out of that, of which then again they
created play.
Lego recovered its position
Key to success
41. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 41| 27 february 2014 Generation Spongebob
• Physical objects, such as devices, have less importance for kids.
That doesn‘t have meaning, and for them value = meaning. This
explains the success of excessively expensive mini-figurines on
the ‗parallel market‘ (no ‗physical‘ value).
• Success of SnapChat with kids.
Love for the virtual and the ephemere
42. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 42| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
43. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 43| 27 february 2014 Generation Spongebob
Let there be fun: humour + music
Humour as an escape
from busy kids’ lifes.
Humour has become the
kids’ language
Need for shareable jokes
Click on the image to play the video on Youtube.
44. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 44| 27 february 2014 Generation Spongebob
Music: bands & peers
Club Penguin
Music Videos
(‘Produsers’-
society, ‘Maker
movement’)
Click on the image to play the video on Youtube.
45. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source: Dubit research
46. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 46| 27 february 2014 Generation Spongebob
Example of educational app integrating
humour and music
Source: JIBJAB
Click on the image to play the video.
47. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 47| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
48. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 48| 27 february 2014 Generation Spongebob
• Kids look up to older kids.
• Digital marketing: target kids of 2 to 3 years
older.
• They love to imitate the adult world.
• This intensifies the boy-girl contrast at the
tween age.
• BUT: younger kids do NOT want to be
older. While they may desire to have some
things that older kids have, and to ‗play
older‖, they are very happy being their age.
―Brands should celebrate childhood rather than
pushing them to ―grow up‖. Give kids the
opportunity to stay younger longer by
encouraging activities that allow them to be
(and act) their age.‖ (The Marketing Store)
KAGOY: kids are growing old younger
49. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 49| 27 february 2014 Generation Spongebob
• Kids share content:
– At the playground
– Facebook
– Also Instagram, Youtube (lesser degree)
• Early adopter kids: 15% (adopt new things immediately). Slightly more
boys than girls. Slightly more 11-13 than 8-10.
• 31% of them own a tablet. 27% own a computer. 26% a smartphone.
• Early adopters find content more often than other kids through social
media, cinema, magazines, blogs, forums
• What influences early adopters: friends, tv ads, in app ads, celebrities, tv
• This can work negatively. E.g. ‗What Google+ did to Youtube: they got
all their stuff moved.‘
• Tips:
– Focus on creative content.
– Speak their language.
– Check with them what their language is.
– Adapt to the medium.
– Follow up the process.
Early adopter marketing
Source: Dubit Jan 2014
50. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 50| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
51. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 51| 27 february 2014 Generation Spongebob
Can we fix it?
• Humpty Dumty had a
great fall...: ―Can we fix
it?‖
• Kids expect digital media
to be more engaging than
passive reading.
(test situation)
52. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 52| 27 february 2014 Generation Spongebob
The maker movement
• Success of Scratch
• Apps to ‘programme’
games, apps from
preschooler age
• Toontastic
53. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 53| 27 february 2014 Generation Spongebob
• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage
54. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 54| 27 february 2014 Generation Spongebob
Characters are their best friends
• Characters work. They are friends
throughout the day of the child.
• Pick characters carefully. They are no
random choices.
• Some characters are like oil & water and
kids don‘t want to see them together. You
have to make a bold choice.
• Characters create consumer markets in
the same way that brands do, and the
two interact in dynamic ways through
brands that incorporate a number of
characters.
55. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 55| 27 february 2014 Generation Spongebob
55
51
42
40
39
37
37
34
32
32
30
29
24
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
Rayman/Rabbids
Interest in Smart Toys IP amongst US kids
56. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 56| 27 february 2014 Generation Spongebob
Agenda
The new kids, generation Z
Mums & Dads of generation Z
Their digital media consumption
About Dreammachine Kids
57. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 57| 27 february 2014 Generation Spongebob
• Enormous amount of literature
• Try to picture mindset, more than to go into detail
• Exaggerating to show the global tendencies
Mums: huge terrain
58. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 58| 27 february 2014 Generation Spongebob
Looking at mums: ordered by their own age
59. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 59| 27 february 2014 Generation Spongebob
• Age of the child is far more important than age of the parents for ‗the type of
mother you are‘
• Important differences between generations:
– Importance of her own youth: projection on their own children:
brands, products, toys,…
– Different values & key moments: Woodstock, Tsjernobil, Berlin Wall & end of the Cold
War, Turn of the Century,…
– Different economic & technological background
Every mum once was a child
60. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 60| 27 february 2014 Generation Spongebob
• Money for value
• Imitate the majority of the younger moms
• Most nostalgic of them all: want to recreate their own childhood memories for
their own children
• Will soon become empty nesters
Babyboomer mums (<1965):
Endangered species
61. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 61| 27 february 2014 Generation Spongebob
• Their own youth:
– Latch key generation
• Present:
– They often want to forget their own unstable childhood.
– Many divorced / single mums
– Want a stable life for their kids and for themselves, with or without
a man.
– Friend with mum and kids
• Character:
– Individuality: many kind of mums (e.g. yoga mum, eco mum,...).
– Expect marketing to appeal to their multisensory communication
behavior
– Want to spend for enriching experiences that will create family
memories, like unique or adventurous travel.
Gen X mums (1965-1980):
real answers to real-life challenges
62. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 62| 27 february 2014 Generation Spongebob
• These are the preschooler mums.
• Had a prosperous youth.
• They want to make the world a better place to
live, save the world from the damage done by
previous generations.
• More world-centric than family-centric.
• Move and operate in groups.
• Style of parenting: ‗get on the floor and play‘.
• Ephemere lifestyle.
• Advertising: strong capacity to filter and select
what fits their lifestyle.
Gen Y mums (1980-2000):
„Get on the floor and play‟
63. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 63| 27 february 2014 Generation Spongebob
Looking at mums:
ordered by the age of their children
64. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 64| 27 february 2014 Generation Spongebob
- In general: Strong division between mum at home and working mom
- working mom has REALLY no time
- Pester power: working moms are more sensible
- Food: very important!
- Food must be healthy
- Working moms have no time to prepare => restaurants
- Safety: mainly physical safety is important
- Sports: Importance of physical exercise for the mums themselves
- Communication/internet:
- mainly important for mothers
- keep up with peers
- Search information
- For children: Entertainment & education (will stay like that in the next years)
- Clothing: mum wants
- to be contemporary
- Camouflage weight gain
Preschool mums: food, safety & health
65. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 65| 27 february 2014 Generation Spongebob
- Food:
- Children are away during daytime => no control what they eat
=> importance of dinner
- Children start buying their own sweets & candy
- Sports: (may) get a family lifestyle
- Education: school!!
- Safety: attention goes to cyber safety and sports safety
- Communication/internet:
- Lifeline between child and mother
- Way of communication to peers by child
- Clothing:
- Child should be presentable at school
- Mum wants to be contemporary & professional
Elementary schoolchildrens mums:|
sports and education
66. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 66| 27 february 2014 Generation Spongebob
• General:
– Most mums are working again
– Children start having influence on their parents (e.g. vegetarians)
– Children are more difficult to reach using their mums influence
(could work in the opposite way)
• Sports: mums do exercise for their own health
• Safety: mum starts to worry about driving, drinking, drugs &
sex
• Clothing:
– Mum focusses on herself, updates her image
– Children start using veto power
Teenager mums
67. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 67| 27 february 2014 Generation Spongebob
Over generations of mums, there are many
common aspects since the Baby Boomers
The 2014 mum: what do they have in
common (over the generations)
68. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 68| 27 february 2014 Generation Spongebob
• Previous family: inverted triangle until 60‘s
– Parents set rules & make decisions
– Kids follow
• New family: circle
– Children
• do not blindly follow any more
• Are encouraged to participate in discussions
• Patriarchy => ―Filiarchy‖
– Parents still rule:
• ―Permissive‖ parenting (in the meantime bad connotation)
• Co-operative family
– Side-effect of sexual revolution of the 60-ties:
• children are really wanted
• smaller families
– See what babyboomers thought about previous
generations! http://youtu.be/fUspLVStPbk?t=52s
Family circle – Family triangle
69. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 69| 27 february 2014 Generation Spongebob
• Nostalgia to her own childhood – Dream away
• Lack of time
– With the children
– For her own development (me time)
– Therefore: Efficient and planning (e.g. holidays)
– Complicating factor: she faces loads of noise
• Lack of money (GB – netmums.com)
– 70% have problems at the end of the month
– 80% always look for offers before go shopping
• Importance of communication with her peers
– Mums are main consumers of social media
– They trust peers more than everything else
The 2014 mum: who is she?
70. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 70| 27 february 2014 Generation Spongebob
• Mum loves tech (UK – netmums.com):
– 10% more likely to use technology
– 68% have a smartphone (+18% than normal)
– 7 x more tablets than normal
– 15% have an e-reader (11x more than normal)
The 2014 mum & technology
71. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 71| 27 february 2014 Generation Spongebob
• Email and Social Media are your Lifelines.
– 51% check their email and/or social media 20 or more times each day.
– 16% checks it more than 50 times a day.
• Mobile Devices Win over TV.
– 72% of moms said if they had to give up one, they‘d give up their TV before
their smartphone.
• Security is Top of Mind but not an Obstacle to E-Commerce.
– 95% of moms reported being concerned about the security of their personal
information.
– 97% made a purchase online in the past 90 days.
• Technology = Better Mom. 3 out of 4 moms think that technology
helps them be a better mom.
Mum & technology: Tastemaker Mom (US)
72. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 72| 27 february 2014 Generation Spongebob
• Growing importance of dads as economical importance of mum rises.
– 1/3 of mums are bigger breadwinners (UK)
– 1/14 staying home dads
– This figures are quickly rising
The 20XX dad is coming
73. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 73| 27 february 2014 Generation Spongebob
• Love:
– Children as friends (circle instead of triangle)
– Power to the children
• over their free time
• Over purchases in the family
– Instead of pester power: Guilt Goodies, because parents think they don‘t
have enough time for their children
• Hope:
– Focus on the development and happyness of child, now and in the future
– Big emphasis on development of child
– Educational apps & websites, holiday schools,…
• These offer great possibilities for brands
– Example: carboard box for Ribena Plus with webbased instructions ‗how to
use‘ spend time with the kids, offline.
• Fear:
– Often irrational: ―risk society‖
– Health and safety concerns => see concerns about digital safety below
– Uncertanty:
• am I doing right?
• Do I play with my child the way I should? (headline: ―Child‘s play not easy for
modern parents, say experts‖ – BBC)
• Is my child ‗normal‘?
The 2014 mum & kids: Love, hope & fear
74. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 74| 27 february 2014 Generation Spongebob
FEAR & UNCERTAINTY (Lannoo)
75. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 75| 27 february 2014 Generation Spongebob
• Some categories:
– Expecting mum
– Healthy mum
– Working mum
– Social Mum
– Engaged Mum
– Do it Yourself Mum
– Yoga mum
– Eco mum
– Alpha mum (does everything better, gives example)
– Beta mum (follows Alpha mum)
– Mojo mum (doesn‘t want to loose her pre-mum identity)
– Moxie mum (fitness & fun)
– Yummie Mummie (taste for fashion & style)
– …
• Categories can be combined, all have their own media
No mum is created equal
76. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 76| 27 february 2014 Generation Spongebob
Engaged mums
77. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 77| 27 february 2014 Generation Spongebob
How to reach the mums
78. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 78| 27 february 2014 Generation Spongebob
• Mums stay the main decision makers concerning household purchases
• Mums engage online and influence other mums
– 91% use social media
– They spend 2x more time online than the rest of the population
– Recommendations:
• 84% look for recommendations of products on-line
• Recommendations seem 2x more effective then ads
– Emerging trend: brands launch ‗omni channel‘ loyalty programs (combine several social
channels)
• They want to be in a conversation with brands.
– Brands should listen to them, ask their opinion
• Mums will buy more and engage more if rewarded
– 81% of all mums will buy & engage when rewarded
– They want free products (83%), coupons, or simply ‗elite‘ statuses (67%) or recognition
on the brand website
• They‘re keen on umbrella loyalty programs
– 75% prefer umbrella loyalty programs above normal ones
– 60% want to buy from parent company if they are rewarded
• KISS principle (they have no time): simple messages
IMPORTANT: They want brand information using e-mail!!
Marketing to the 2014 mum
(2013 PunchTab Study – US figures)
79. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 79| 27 february 2014 Generation Spongebob
• Peering:
– Provide them extra information that they can distribute to
make them shine between their peers.
• Roles:
– They expect marketers to acknowledge their multiple roles as
a mother, a business woman, an artist, engaged woman, and
so on.
– Brands should offer solutions for all aspects of their daily life.
• They want customized experiences.
• They always lack time.
• No time for confusing messages: Get right to the point.
• Brands should become part of their community, but only in a practical
way: give concrete solutions to concrete problems
– They fear to loose their memories of their children
• Importance of photography and video
Marketing to the 2014 mum
Further ways to please mums
80. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 80| 27 february 2014 Generation Spongebob
81. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 81| 27 february 2014 Generation Spongebob
• 19 mio of users app
• Edit and share personal videos in
one click
• Director functionality
• Editing is finished as soon as you
stop filming.
• Fits with mums lifestyle and
objectives
– no time to edit
– kids focus
– create shareable content
Case: Magisto
82. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 82| 27 february 2014 Generation Spongebob
• 1st life stage (before having children)
– 1st stage: follow brand preferences of their mum
– 2nd stage: influence of pears
• 2nd life stage (oldest child <12 years) and 3th
life stage (oldest child >12 years)
– 43% ―my children have a tremendous impact on
my purchasing behavior‖
– 60%+ like to try new brands
Importance of mums marketing for brands
(SBS Belgium study)
83. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with
data, and the abundance of it is both
confusing and harmful to the mind.
Concerns with digital media
84. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with
data, and the abundance of it is both confusing
and harmful to the mind.
Conrad Gesner,
16th Century
botanist, physician and linguist
about books-printing
Concerns with digital media
85. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 85| 27 february 2014 Generation Spongebob
• Fear from technology & digital:
– 87% in UK/US want their child to log off more and engage
more in the ‗real world‘
– Concerned about over-reliance on technology
– Parents wonder if this affects their childrens ability to
function in the real world
• Social media:
– Parents recognize the value of social media to their child
– 87% is Facebook friend with their own child (US+UK)
• Accountability: Find the right middle ground:
– Parents want media to be accountable, transparent and
responsible
– Children want to be free
– Brands must find middle ground, for example using
gamification
– Brands offer off-line entertainment for kids
Mums concerns with digital media
(JWT US 2012)
“You can’t do your
homework before
you’ve gone
outside and
played”
(anonymous mum)
86. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 86| 27 february 2014 Generation Spongebob
• First concerns are ‗screen time‘ and safety of their kids.
• More resistance towards TV than small screens:
– Children should learn technology
– They think apps are more educative then TV
– Practical to keep children busy (for example in car)
• Educational content rather than games.
– 83 % want apps to entertain and educate
– Important content elements:
• 63% reading skills
• 63 % animals
• 65 % TV characters
• 51 % book characters
• Art: 1%, values: 3%, goede manieren: 0%
• 82% doesn‘t care about the brand of the app (Disney,….)
• Choosing apps: reviews (pears)
– 41% other moms
– 21% blogs from other moms
Mums concerns
with digital marketing & kids
87. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESS
vulnerabilityPESTER
POWER
UNCONTROLLED
PRESENCE ON
SOCIAL NETWORKS
screen addiction
online safety
obesity
lack of parental
control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violence UNCONTROLLED PURCHASE
PRIVACY
PEER
PRESSURE
88. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 88| 27 february 2014 Generation Spongebob
• Mums don‘t like brands to market to their kids.
• Imagine your co-marketing deals adapted to the last watched movie by a child.
• Resistance grows as fast.
• Possibilities grow for advert-free entertainment of kids
• E.g.: Netflix (coming to Belgium) without any advertising.
Towards an advertising-free world for kids?
89. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 89| 27 february 2014 Generation Spongebob
Netflix (video on demand, coming to Belgium within months to come):
• Since they work with a kids gate, metrics are up a lot.
• Curated area.
• Personalization is key.
Not only as to age, but also according to behaviour and parental
settings. Character row on top.
• Studies show that
– Parents ask parental controls
– Parents don‘t use parental controls
Parental controls
90. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 90| 27 february 2014 Generation Spongebob
Agenda
The new kids, generation Z
Mums & Dads of generation Z
Their digital media consumption
About Dreammachine Kids
91. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 91| 27 february 2014 Generation Spongebob
• Belgium: Apestaartjaren 2014: May 2014.
• Data from 2012 too old.
• For preschoolers: study of KULeuven, see further some data
(Pebble Media)
• Fresh international data available (e.g. UK, US market research).
• European and US user data relatively close. The big difference is
with emerging economies: China, Brasil, ... (way higher penetration
and screen time of new media)!
• The Marketing Store: Global research, 10 markets (a.o. 3
European)
User data?
92. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 92| 27 february 2014 Generation Spongebob
Zero to eight
(Common Sense Media, US, 2013)
93. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 93| 27 february 2014 Generation Spongebob
Zero to eight
(Common Sense Media, US, 2013)
94. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 94| 27 february 2014 Generation Spongebob
Zero to eight
(Common Sense Media, US, 2013)
95. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 95| 27 february 2014 Generation Spongebob
Zero to eight
(Common Sense Media, US, 2013)
96. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 96| 27 february 2014 Generation Spongebob
Zero to eight
(Common Sense Media, US, 2013)
97. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 97| 27 february 2014 Generation Spongebob
• Ages: 3-15
• 18% of 8-11 own a smartphone
• Use of tablets by kids at home (42%) tripled in 1 year, decline in TVs, radios and games
players in kids bedrooms.
• Younger: more tablets (gaming, video), elder kids more smartphones (social)
• Big social networks (Facebook!) down. More types of social networks.
• TV content highly valued by kids and still the medium of choice.
• More than 4/10 parents have some parental controls installed.
• Kids go online using a range of devices and tablets are the online device of choice for
younger children.
• Internet website activities: schoolwork (75%), games (54%) and information (45%).
A lot more on... http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/october-2013/research07Oct2013.pdf.
UK, October, 2013
98. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 98| 27 february 2014 Generation Spongebob
• Search
• Play
• Socialize
• Watch video / listen to music
• Shop
• Read magazines
Shift from offline toys towards online ‗toys‘ (games
and communities) around the age of 6-8.
At home, out of sight. Online = babysitter.
What do they do on the web?
99. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 99| 27 february 2014 Generation Spongebob
• About 47,000 apps to kids in the App Stores.
• About 1200 apps on Dinosaurs.
• Many kids tv networks, digital tv, video on
Youtube...
• Many kids‘ corners on websites,...
• It is not certain that all children will share
knowledge of the same programmes in order
to inform their play.
• Many one hit apps.
Fragmentation of the media
47,000
100. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on
Facebook?
1. Gaming
2. Chat
Chat function of
Facebook: importance
diminuishing in favor of
Snapchat, Whatsapp,...
Early adopters:
‘Facebook is so
eighties!’
Source: Fullbottle research (US)
101. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 101| 27 february 2014 Generation Spongebob
Worldwide devices usage
Source: The Marketing Store, Jan 2013
102. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)
Source: The Marketing Store
103. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 103| 27 february 2014 Generation Spongebob
8-10: Video is king
104. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 104| 27 february 2014 Generation Spongebob
• International presence (figures
at the right: int‟l)
• 17 brand websites: cross-media
approach
• Apps, games
• Studio100TV. Youtube preferred
partner.
• Will launch a 3D virtual
community for kids in 2014.
• Parents community: Facebook &
Twitter.
• Sanoma (Studio100) et
Pebblemedia (Studio100TV)
105. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 105| 27 february 2014 Generation Spongebob
• Very popular with 10-12 (and older of
course), but officially ‗banned‘ from the
network.
• It's no secret that kids sneak onto
Facebook. A recent survey by Consumer
Reports found that there are 7.5 million kids
under the age of 13 on the social network.
(2011!)
• Target parents
• Case of Brainchild: targeting adult users
who ‗liked‘ Justin Bieber, Hello
Kitty, Spongebob, etc.
What about Facebook?
106. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids
participation in social
media has been
enormous from 2007
until 2011, but now we
see that the last years
adherence of children in
general is diminishing, in
favor of several types of
instant messaging.
107. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children.
Most of them are dependent of an off-line brand.
Some of them direct themselves to a
subgroup, like Barbie, some of them have a wider
audience, like Club Pinguin, which is part of
Disney.
Most of them offer a combination of chat and
other communication tools with games.
This type of sites target the children as well as
their parents:
- The children themselves, which have to make a
simple profile
- Via their parents, who have to make a profile to
approve the subscription of their child. They
then dispose of a kind of parental control board
in which they can follow their children.
108. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 108| 27 february 2014 Generation Spongebob
• Kids develop ad awareness only over years (and as a next
step they develop ‗banner blindness‘).
• This means that for young kids ‗Advertising should be
recognizable as such‘ gets a new meaning.
• Advertising-free world doesn‘t exist solution in education
about advertising.
• Studies have been done to detect how kids recognize ads
between editiorial content parts. But what about content that
is completely commercial?
• Nielsen, Children on the web (2010 – revised 2013): ad
unawareness creates usability problems
Ad (un)awareness
109. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 109| 27 february 2014 Generation Spongebob
• Wrong information of certain media – one
company even though advertising towards
children is not permitted, but e-mailing was OK
• Small players are not always very professional:
– Usability issues
– Ethical issues, examples:
• Lottery bannering within kids sites
• Commercial banners ‗hidden‘ between content blocks
• Gathering of e-mail addresses of children
• See our conference of last month: legal issues
of kids marketing.
Media: lots of work to be done
110. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 110| 27 february 2014 Generation Spongebob
Putting publicity that‘s not suited
111. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
112. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without
parents‘ consent
118. Facts & Figures
Flemish Preschollers Online
A Mixed-method approach to explore online use, preferences and the role of
parents and siblings.
KUL: Jolien Teuwen, Dirk De Grooff, Bieke Zaman
Paper presented at “Etmaal van de Communicatiewetenschap”
126. Online mogelijkheden
KIDS => Site specifiek
• Homepage, run of site
• Standaard formaten => video en overlayer werken het
beste!
PARENTS => Behavioral targeting
• Gebaseerd op cookies, surfgedrag op kids sites
• Retargeting op doelgroep via het Pebble Media netwerk
128. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 128| 27 february 2014 Generation Spongebob
Agenda
The new kids, generation Z
Mums & Dads of generation Z
Their digital media consumption
About Dreammachine Kids
129. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
130. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing
campaigns, websites & apps
75 % focus on B2C (FMCG, Retail, Fashion....).
From strategic planning to execution and reporting.
Specialization in Digital
Marketing to
preschoolers, kids & their
mums
THIS INCLUDES GENERALLY ONE OR MORE
OF THE FOLLOWING SERVICES:
WEBSITES
contest sites
minisites
BANNER
CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community
management
E-coupon
E-mail marketingPrinting on demand solutions
E-COMMERCE
Mobile apps
mobile sites
Games
Custom
CMS Drupal
DIGITAL SIGNAGE
SOLUTIONS
131. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 131| 27 february 2014 Generation Spongebob
Gerda Van Damme
Business Unit Manager
Dreammachine Kids
The core ‗Dreamteam‘
Guido Janssens
Manager Dreammachine
Fabrice Duchenois
Developer
thewebfactory
Creating websites since
1995. Previous Product
Manager & Consumer
Marketing Manager at
Microsoft (MSN).
thewebfactory
Programming websites
since 1995. Previous
coordinator international
multimedia (CD-i)
productions at Philips.
6 years at Paris leading
web agency Full Six
(former Grey
Interactive), 4 years
webmaster of HSBC
bank in Paris.
Christophe Delire
Project manager
Social network
specialist and inventor
of the ‗webopera‘
concept, he has been
creating web projects
since 1994.
132. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked for…
133. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 133| 27 february 2014 Generation Spongebob
EXAMPLE:
Woeffies
134. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 134| 27 february 2014 Generation Spongebob
1+1=3:
your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW:
135. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 135| 27 february 2014 Generation Spongebob
Digital trends for
advertisers to kids:
2014 trends and cases.
April 3, Jumet
Upcoming seminar...
136. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 136| 27 february 2014 Generation Spongebob
Back-to-school digital top
topicals: tips & tricks to get
the most out of it.
Change of date ! May 8, Jumet
Upcoming seminar...
137. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 137| 27 february 2014 Generation Spongebob
Our services
138. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 138| 27 february 2014 Generation Spongebob
Strategic services
• Analysis of existing projects
• Usability checkup
• Usability testing with kids
• In company trainings
• Setup of agency briefs
• Audience analysis (see next slide)
139. Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 139| 27 february 2014 Generation Spongebob
• Websites, contest sites, minisites, kids‘ corners
• Games & contests
• Mobile sites, mobile apps
• Digital advertising campaigns
• Online communities
• Augmented reality
• Social Media
• E-mail marketing
• E-commerce, E-coupon or e-voucher actions
• Top topicals (back2school, halloween,...)
• ...
One stop shopping
Targeting kids, mums and families
in an appropriate way
Editor's Notes
Digital Marketing to Generation Z
What content do children like?More sophisticated storylinesScary, dangerous and conflicting thingsFamily and boy/girl issuesHumorThe older ones: past & futureThe boys like taboo and scatologyPirates and heroes always work