mobileYouth is both a study of the universe of young people and a guide to better develop and market products for these consumers. It’s all too easy to get lost in the technology, the non-sensical self-talk of the internet, mobile and media industries when sometimes the smallest things create the biggest leverage in customers satisfaction.
Building dialogue and trust with young consumers through internal change
Points of change typically revolve around:
- Building proactive dialogue with consumers rather than “listening”
- Change through adopting new internal language and semantics (e.g. dumping useless terms such as “killer applications”, “value chains”, “end users” etc in favor of “services”, “value networks”, “consumers”)
- Integrating the product development and marketing processes
- Creating consumer advocacy through establishing the company within the peer group
- Experimenting with youth as brand stakeholders
- Measuring internal performance and KPI through “lifetime customer value” rather than “net adds”
From Apple to Zain
We’ve been covering nearly 60 countries now since the project’s inception and it continues to grow, bringing on board new and exciting clients who we have the privilege of working with and learning from for the first time - from McDonald’s to Adidas to Apple to the European Commission. It doesn’t really get much better than that in terms of scope and scale for consumer insight.
Some of our clients
3. Adidas. Adobe. AKQA. AOL. Avea. BBC. BBDO. BBH. Belgacom. Blackberry. BSkyB. BT. Carat. Channel 4. Comverse. Dell. Disney Mobile. EA. EMI Music. Ericsson. Hasbro. Hutchison Whampoa. Intel. Isobar. ITV. KPN. Kyocera. Leo Burnett. LG. Mediacom. Mobilink. Microsoft. Motorola. MTN. MTV. NEC. Nokia. Telefonica O2. Orange. Plantronics. Proctor & Gamble. Publicis. Rogers Wireless. RTL. Samsung. SaskTel. Sony Electronics. Sony PlayStation. Sprint Nextel. Sun Microsystems. Telenor. TeliaSonera. TIM. TIM Hellas. T-Mobile. Turkcell. Verizon Wireless. Virgin Mobile. Vodafone. Walt Disney Internet Group. Walt Disney Television. WPP. WIND. Zain
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- 1. 2010 mobileYouth Engagement Path
- A five step marketing plan for mobile companies to engage youth
- Introduction: 6 Key mistakes made by mobile companies when targeting youth with resolutions & examples
- Focusing on cheap & free
- Divesting creative responsibility to the agency
- Prioritizing product and technology
- Selling airtime
- Relying on mobile to communicate with youth
- Buying attention and trust
- Step 1) Establishing relevant metrics
- Navigating the move from product to service
- emerging vs developed markets
- trust vs advocacy
- how to measure, visualize and communicate youth metrics internally
- Step 2) Identifying your market segments and beachheads
- Segment management
- Identifying your core advocates
- The role of consumer insights in driving marketing
- teens vs young adults
- rural vs urban customers
- emerging vs developed markets
- ethnics
- students
- Step 3) Developing value proposition and communication strategy
- Key success factors in service offering & price
- Control
- Clarity & Transparency
- Language
- Example pricing strategies & how to communicate them to youth
- Key requirements for your value proposition
- Step 4) Creating permission assets
- Dialogue
- The role of retail
- Sponsorship vs creation
- Incorporating youth in product development
- Assimilating Consumer Insights into permission assets
- Step 5) Partnering with youth in the co-creation of product and message
- Business benefits of co-creation
- Issues of control
- Co-creation in marketing and product development
- Co-creation and consumer insights
- Key Organizational Challenges
- Supporting the intrapreneurs and agents of change
- Challenges in invoking organizational change
- Negotiating the internal competition for resources
- Creating the growth story around youth as a core driver for long term profitability
- Developing the business case for youth
- Emergents
- Mobile Data
- Expanding ARPU through channel sales
- Service opportunities
- Product portfolio optimization
- 2. 2010 Young Consumer Insights
- What are the key drivers behind youth consumer behaviour and challenges in communicating with youth?
- 1. Exposing traditional marketing techniques
- Challenges in evolving to modern marketing
- Content vs Context
- Moving from Media Facing to Consumer Facing
- 2. Implications of the Modern Attention Economy and Youth Marketing
- Gating and its impact on marketing spend
- Discovering the moment of aperture
- Measuring relevance
- 3. Creating relevance
- Campaigns vs Legacies
- The changing role of storytelling
- Building permission assets
- The role of marketing externalities
- Models for Partnership Marketing
- Paid vs Earned Media
- 4. Developing beachheads
- Profiling Passionistas
- Economic comparison of passionistas and mass-market
- The 90-10 rule in marketing
- How to develop a beachhead
- 5. Brand Pyramids
- Measuring your market through brand pyramids
- 3. 2010 Youth Media Trends
- How is the youth media mix changing?
- 1. Generational Myths about Youth
- The connected generation
- Technology addiction
- The culture of immediacy
- 2. Profiling the role of media in youth life for peer communication, staying informed and word-of-mouth
- TV
- Texting
- Twitter
- MSN & BBM
- Social Media: Facebook, Myspace, Friendster etc
- 3. The 3 Key Youth Media Trends 2010
- Campfiring
- Baselining
- Sideloading
- 4. Advertising in the attention economy
- Youth attention and advertising effectiveness
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