There is an accelerating growth in levels of Internet access at home and at school. At the same time the affluence, and influence, of children and teenagers are on the increase. This means that the Internet has become, and will remain, a vital youth marketing and selling channel. As its penetration approaches that of television, the Internet's advantages as a medium begin to tell: scope, depth, interactivity, targeted marketing and consumer feedback all combine to create an unmatched opportunity to grab consumer attention, create brand loyalty and even to move from advert to sale in the space of a few minutes. But there are difficulties: the design, content and theme of a website must be just right; parent's concerns need to be addressed; the site itself must be made to stand out from the background noise of the web. Major companies are taking advantage of the marketing opportunities of the Internet. Already United Biscuits, Nestlé and Yoplait have a strong web presence. Birds, Leaf Italia, Rowntree, Pepsi, Campina, Muller, Levis and Virgin Megastores have just produced, or are developing, their own sites. These companies have recognised that an Internet presence offers significant benefits for youth marketing. Online Youth Marketing quantifies and forecasts the growing online market, analyses the activities, tastes and concerns of online youth, outlines case studies and offers best practices for attracting, retaining and profiting from this growing market.
(0 items)
