Marketing & Advertising to Youth

Published by: Wireless World Forum

Published: Dec. 1, 2008

Table of Contents

Chapter 1 Executive Summary

1. Why youth?

2. What is youth marketing?

3. Attention is your biggest cost

4. Technology over Trust

5. Building beach©\heads

6. Channel ARPU v. ARPU

Chapter 2 The Business Case for Youth Marketing

Key Questions Answered:

1) What is the Direct Economic Value of Youth?

2) What is the Indirect Economic Value of Youth?

3) What is the Value of Youth to Product Development?

Business Cases

1. Youth Mobile Ownership

2. Generation Y Spending Power

3. Youth Lifetime Value

4. Youth Relationship with Data

5. Youth & Mobile Search

6. Youth Active in Social Networks

7. Youth and SNS Advertising

8. Youth and Mobile Ad Recall

9. Youth open to buying on phone

10. Youth most familiar with widgets

11. Youth most likely to market you

12. Youth influence household purchase

13. Youth and profiling

14. Product Development

Chapter 3 The Youth Marketing Challenge

Key Questions Answered

1) Why is Attention is Your Biggest Cost?

2) What is The Trust Dividend?

3) Does Organizational KPI Reward Acquisition over Retention?

1. Attention is your biggest cost

2. They¡¯re doing something else

3. Youth Trust Handsets more than operators

4. Trust impacts Profit

5. Global or Local?

6. ARPU ceiling near

7. ARPU driving churn

8. Marketing and Strategy have different goals

9. Plateau in youth spending

10. Channel ARPU

11. Flipping the funnel

12. Who owns the brand?

What are the Key Trends in Advertising & Marketing to Young People

Chapter 4.1 Changes in the Marketing Landscape

Key Questions Answered

1) Where are the Marketing Dollars Going?

2) How Effective is Mobile Marketing Compared to Other Media?

3) How Important are Trust and Integration in Moving Mobile Marketing Away from Interruption?

1. Digital advertising growth

2. Global online advertising growth

3. Which budget will you grow ¨C digital or online?

4. Growth of mobile advertising

5. Mobile offers best response rates

6. Effectiveness varies by region

7. Trust varies by region www

Examples

Dunkin Donuts - mobile integrated with display media

New Line Cinema ¨C mobile marketing to build a profile of consumers

Hyundai Elantra ¨C offering value beyond standard marketing promotion

8. They want freebies for Ads

9. From Interruption to Dialogue Operator Examples Swisscom Mobile 3 UK

Chapter 4.2 The Need for Better Targeting

Key Questions Answered:

1) What are the Key Benefits of Profiling Young Consumers?

2) Are Advertisers Buying into Behavioural Targeting?

3) How do Youth Respond to Profiling?

10. The Business Case for Targeting

11. Ad Dollars follow Behaviour

12. Relevance Premium for Youth

Chapter 4.3 Growth in Search

Key Questions Answered:

1) How Important is the Paid Search Market?

2) What is the Impact of New Mobile Devices on Search?

3) Are Advertisers Buying into Mobile Search?

13. Paid Search continues to dominate

14. The iPhone Affect

15. Growth in Mobile Search Advertising

Chapter 4.4 Social Media

Key Questions Answered:

1) How are Advertisers Responding to Social Media?

2) On what Basis are Advertisers Investing in Social Media?

3) Does Social Media Replace or Complement Existing Media?

16. SNS Advertising Growth

17. Mobile SNS Growth

18. Best uses for Social Media

19. Media Execs Remain Unsold

20. Marketer appetite for social media

21. Feature: Games

Chapter 5 Word of Mouth Key Questions Answered:

1) Why do Consumers Spread the Word?

2) How important is WOM with Young Consumers?

3) How do Media Execs want to Implement WOM in their Marketing?

22. 2 Key Drivers of Youth Behaviour

23. Being Remarkable

24. Word of Mouth attracts Advertisers

25. Informed through WOM

26. The Power of Review

27. Consumers Trust Themselves

Abstract

What is mobileYouth? 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”

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