Douglas Zarkin is an expert in youth marketing recognized for his work developing campaigns for major brands. When targeting 16-24 year olds, he argues that the most important consideration is their view of the world as digital natives who expect control and interaction. Surveys show that ads are viewed with skepticism, and youth need to directly benefit from engaging messages through giveaways and entertainment rather than passive preaching. Successfully reaching this demographic requires marketers to closely follow their changing interests.

1. By Douglas Zarkin
MARKETING TO YOUTH WITH RELEVANCE

2. MARKETING TO YOUTH WITH RELEVANCE
Acknowledged as “One of the 15 to Watch in
Youth Marketing” by Youth Marketing
Newsletter, Douglas Zarkin has also earned
recognition as Brandweek's “Marketer of the
Next Generation.” Over the course of his
career, Douglas Zarkin has researched and
developed youth-focused campaigns for
such corporations as Avon, Victoria's Secret,
and Calvin Klein.

3. MARKETING TO YOUTH WITH RELEVANCE
In designing marketing campaigns targeting
the 16-to-24 age group, the most important
consideration is this demographic's unique
outlook on the world. Raised in the
Information Age, they come to media with a
sense of ownership and control. By and
large, youth have a command of the Web
that marketers can use to create relevant,
engaging content.

4. MARKETING TO YOUTH WITH RELEVANCE
Surveys have demonstrated that today's
youth view advertising with a been-thereseen-that attitude. They dislike being
preached at, no matter how “cool” the
message tries to be. Furthermore, they are
so used to involvement that they cannot be
expected to passively take in media
messages.

5. MARKETING TO YOUTH WITH RELEVANCE
In addition, to be engaged by a message of
any kind, youth need to feel that they are
benefiting directly from the message itself. This
indicates a strong preference for giveaways and
free offers in youth marketing, as well as
advertisements that entertain youth on their
level. These advertisements tend to be edgy
and unique to the point of seeming strange,
which means in turn that marketers must focus
more attention on the changing tastes of this
age group.