Magazine article Marketing

Opinion: Marketing Society - Get Online to Reach Youth

Magazine article Marketing

Opinion: Marketing Society - Get Online to Reach Youth

Article excerpt

Last month Marketing held one of its most celebrated conferences, Youth Perspective, for the 10th year. An occasion when the great and the good of the marketing world descend on London to check out what is happening in the youth market, to discover what's next for the next generation and to glean strategic tips from retail giants such as Levi's and Nike.

Aside from the venue being the last place in the world an 18-year-old would be seen dead - the ballroom at The Dorchester - and that none of the contributors were under the age of 25, it produced some interesting insights. The most significant of these was the importance of technology in young people's lives, and the number of brands and products that have failed to grasp this properly.

In a recent survey conducted by Face, we found that 18- to 25-year-olds cited Sony, Google and Microsoft as the three brands most likely to capture their imagination.

This affinity with technology, coupled with a growing investment of time and money in technology-related products, has wide-ranging implications for marketers, for two reasons.

The first relates to effective use of marketing spend when targeting this audience. Most 18- to 25-year-olds are spending as much time, if not more, online rather than in front of a TV. …

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