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Mobile advertising is just one area where Blyk’s approach pays off. In fact, Leif and I mused that the real money may be in Blyk’s ability to reality-check brands’ preconceived notions about what youth thinks, likes/dislikes, …
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by Graham Brown
Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown
<Back to Introduction
The Rise and Fall of Youth Brands
What better to illustrate the failure of a youth brand than the prospects of Levi’s?
You may remember the Nick Kamen adverts by BBDO in 1985/6 - he strolls into the laundrette, removes his 501s to remove just a pair of boxer shorts - to the delight of the joint’s customers. All set to the theme of Marvin Gaye’s “I heard it through the grapevine”. In 1986, Levi’s was the original jeans - an iconic youth brand that embodied all the qualities youth aspired to - edgy, sexy, daring, original, different and having the ability to walk into a room and turn heads.
The very same year Levi’s sold 50% of the world’s jeans - a remarkable achievement.
Fast forward to the 21st century and 2006. From being #1 in the world, Levi’s has declined to #7, well behind market leader Diesel. Market share has also diminished from 50% to 9%. As the CEO said “We took our eye off the ball” (read: “we forgot the basics and forgot that what’s good for the consumer is good for the company - source)
By comparison, consider Nike’s prospects. 1986 - the year Air Jordan was literally flying and the brand eclipsed Reebok as world #1. By 2006, Nike is still #1 and has branched out into multiple categories - from women’s sportswear to golf clubs.
It’s all about doing it
If you consider the Nike/Levis story and understand what they respective did right/wrong you get an insight into what makes youth brands work. Nike’s story was one of constant innovation - but not in terms of technological advance - but relevance. True to their slogan of “just do it”, Nike stopped talking about being good and got out their and started doing - doing what was necessary in the youth community to stay relevant.
So can good marketing rescue a failing brand? Quite possibly as it can certainly rescue an ailing industry, albeit thanks to the content owners not the distributors. In this video excerpt interview I look at how the festival community is key in reviving the fortunes of flagging music sales:
Youth marketing is no longer about saying you are for youth (as in this Vodafone example) - it’s all about proving it. Look, for example, the extent to which political pundits go to build a dialogue with young voters. It’s a lot easier to say “we’re cool”, but does it work anymore?
Find out next in What makes a great Youth Brand?
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If you find mobile advertising even a tad bit confusing, I recommend grabbing this free white paper on mobile advertising, written by Peggy Anne Salz, chief analyst and publisher of MSearchGroove. Sponsored by bango, it is a guide which will help you understand how mobile advertising works and provide you with hints and tips on how to run mobile advertising campaigns successfully and how to analyze the results.
This 35-page paper walks you through mobile advertising step by step guidance with screen shots. It makes setting up an ad campaign a breeze. She even sets up two programs to analyze the campaign and shows the results she got.
The paper also addresses a big question that is forefront in many people’s minds: why should we try mobile advertising? Is it really worth it? Salz covers this topic handily with statistics, examples and quotes from mobile industry insiders.
In the conclusion of the paper, Salz says,
Mobile advertising is a brave new space with new rules and new rewards. As publishers and advertisers, we should be conscious that our efforts to achieve our business objectives can be
compared to a marathon with no finish line.I agree completely and getting this white paper is a great place to get started.
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Ad-funded services seem to be a rapidly growing part of the mobile advertising landscape. STL Partners, a leading telecoms consultancy, offers some interesting insights into what lessons the industry can learn from observing Blyk, the ad-funded MVNO. (more…)
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From Original Post Here. The analysts are almost universally bullish about mobile advertising. Gartner for one says that worldwide the market will be worth in excess of $2.7 billion this year, up from $1.7 billion in 2007.
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Marketers on social networks should worry more about ads that are mobile rather than behaviorally-targeted.
ABI Research said this week that in its recent survey of social network users, 46 percent said they visited their site of choice using a mobile phone. The two largest networks clearly dominated these users, with 70 percent going to MySpace and 67 percent visiting Facebook. More than half said they use their mobile login to check messages and comments, and 45 percent said they update their status using their phones.
While mobile social networking is on the rise, behavior-based ads on social networks are heading downhill. This week’s apparent shutdown of Adzilla, a Canadian ad targeting services company, comes soon after NebuAd decided to delay more roll-outs of its ad targeting platform. Meanwhile the U.S. Congress continues to study the controversy surrounding these kinds of ads, which has consumer advocates worried about privacy issues. And at the moment, even marketers don’t agree about what should be considered best practices in this space.
Behavior-based ads and social networks were once seen by marketers to be as ideal a pairing as cake and ice cream. Not only are social networks the place where consumers spend much of their online time; users’ profiles and information pages could be used to finely-target ads as well.
But BT ads remain uncertain, as the fortunes of companies in the space have shown. Mobile, on the other hand, has proved to be a natural fit with social networks, which themselves remain a crucial front for digital marketers.
“The social network is increasingly becoming a central hub for communication across online and mobile domains for many consumers,” said Michael Wolf, research director at ABI. “We believe this centralization of a consumer’s digital lifestyle through social networks will only increase adoption of mobile social networking in coming years.”
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The Internet Advertising Bureau (IAB) in the US has released a new guide examining the US market, and outlining advertising opportunities for mobile devices from the perspective of established interactive advertising on the web. (more…) …
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Direct-marketing business performance in the second quarter declined overall from the year-earlier quarter, despite growth in profitability, according to the Q2 Quarterly Business Review (QBR) issued by the Direct Marketing Association (DMA), reports Retailer Daily.
The QBR Revenue Index vs. same quarter last year (SQLY) for Q2 was 47 - a one point decline from [...]
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… where T-Mobile rewards local youth with the best seats at the game. T-Mobile will highlight Rookie performances and help provide special analysis and content about the NBA Rookies through the T-Mobile Rookie Report on NBA.com. …
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One of the characteristics we’ve noticed at AdMob is the phenomenal amount of mobile web pages viewed on iPhones. It’s a combination of a great device, combined with fixed rate data packages (removing click-fear), but also great timing, as there’s more and more compelling content out there, which just didn’t exist a year ago.
So much so, that we launched a new series of ad formats specially for the iPhone about a month ago. You can see very short videos of the formats put through their paces here. But if you don’t have the time, the iPhone has allowed us to create advertising that is uniquely mobile, such as touching a banner to watch a trailer for a forthcoming film, or go to the Apple Apps Store or iTunes, or click to call.
This is important as any new medium tends to adopt the formats that preceded them. So when TV came along, as an example, early ads were black-and-white still pictures with a voice over, which was a hangover from the radio days. It was only later that ads emerged that aspired to be some of the mini works of art that was produced by the likes of Guinness, Honda and Apple, to name just a few over the years.
In this way, early mobile ads tended to take the banner campaigns of the PC web and shrink them down to mobile size.
Many of us believed that this was only the first step and sure enough, the iPhone has enabled us to take the second. Sure, you can still see the PC roots, but they’re quite clearly now made-for-mobile and we’re really on our way as a new industry. Early results show phenomenal promise in terms of interaction with the consumer too, who are voting with their fingers in this case.
At the Mobile Web Europe conference I was speaking at this week, this was one of the ideas that I covered. So I was interested to hear that JumpTap (white label mobile search) say that while the iPhone accounted for 2% of handsets, it also accounted for 50% of mobile searches. While this seems very high to me, I do believe that it’s certainly indicative of the real state of affairs.
It’s too early to say if the iPhone will be a long term winner, or just a very important influencer of the market. But it is certainly a major milestone in mobile advertising and Search too, by the sound of it.
Click to download free mobile youth data from the mobileYouth report
