Mobile Youth Consumers

• Published:October 24th, 2008
• Comments:1 Comment
• Category:youth marketing

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. (Peggy Ann Salz)

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.

Following on from our Mobile Youth Advertising Report, and the featured 7 laws of youth marketing, there’s a lot of talk about mobile advertising these days (more info on mobile advertising over at Wikipedia)

A lot to cover, particularly when you get this kind of research (and another white paper on mobile advertising) telling you that mobile will be “the most prominent” form of advertising by 2013 (by Intomobile).

When brands such as D&G can demonstrate a 10% CTR on their campaigns, investors buy it, Admob recently secured $15m in further funding (no credit crunch there)

I’m curious. Is this hype or reality? Interesting post over at the Youth Marketing Blog about Blyk’s business, Either way it certainly grabs headlines.

Let’s start with this excellent presentation

We see that mobile advertising might work with teens according to this blog and there are no shortage of marketing efforts right under their noses (at concerts for example) and operators are gearing up their mobile advertising offerings (Gomonews). In terms of growth potential, you can see from this latest youth research that mobile is now a global youth phenomena (data from Pakistan and China amongst others).

So what are the challenges?

Challenge #1 - Do youth trust mobile advertising?

Seems trust is key in building relationships with young consumers. Here are real views from young consumers on mobile advertising from our on-the-street video series

Also check out the post over at Youth Trends report regarding the importance of trust in viral marketing.

Challenge #2 - Will the advertising model work on social networks?

Best answered studying this presentation by David Cushman

Challenge #3 - Will the pricing hold up?

Even online is suffering from falling display prices (research). So is this inevitably going to come to mobile? Well, according to Jupiter, it may just be already happening.

Technorati Tags: mobile advertising, youth advertising, mobile research, data, youth statistics, mobile marketing, youth marketing, blyk

• Published:October 21st, 2008
• Comments:No Comment
• Category:video, video marketing, youth marketing

by Graham Brown

Youth marketing is always redefining the parameters of what is acceptable. Bright individuals will always push the envelope however there will always be a marcomms department to keep them in check. That was one of the themes of my recent presentation to Vodafone on Youth, Loyalty and Trust and follows on from the Great Youth Brands Series on MobileYouth featuring Red Bull, Jones Soda and Toyota Scion.

Common sense dictates that if a brand gets it wrong, it’s time for damage limitation with the marcomms department leading the charge.

That’s how ordinary brands deal with extraordinary issues - in average ways producing very average results.

However, I’d like to focus on how great youth brands are breaking the mold and doing something out of the ordinary.

Perhaps the best example to date is how EA dealt with the apparent glitch in the latest release of Tiger Woods 08 that including the “Jesus Shot” - where Tiger could walk on water. Obvious mistake. Not just an obvious mistake, but a well known one - one youtube pundit (Levinator 25) made it public amassing over 600,000 views.

Embarrassment for EA? Yes, if it was handled using Common Sense.

However, check this out for sheer marketing brilliance

Tiger Woods 09 - Walk on Water

This is the result of individuals within an organization taking risky decisions to produce extaordinary results that substantially impact the brand in a positive way - that’s what I call Uncommon Sense. That’s the result of bypassing marcomms and challenging the notion of “that’s how it’s always been done”.

Ask yourself, would youth react positively or negatively to this communication from EA then compare to what an average brand would do - ie a cover-up.

Technorati Tags: graham brown, mobile youth, youth marketing, ea, ea mobile, tiger woods, jesus shot, vodafone, jones soda, scion, red bull