Using digital marketing to target the youth market
-
Upload
gavin-llewellyn -
Category
Business
-
view
4.887 -
download
2
description
Transcript of Using digital marketing to target the youth market
![Page 1: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/1.jpg)
Digital marketing & the youth market
By Gavin Llewellyn
![Page 2: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/2.jpg)
Introduction
Gavin LlewellynDigital Marketing and the Youth Market
The youth market• Highly active • Engaged in social networking• Connecting through mobile
Key areas for improvement• Facebook• Mobile
![Page 3: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/3.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
A huge online presence• The UK’s #1 social network
• Approx. 15 million users between 14-21 years old
• Over 1/3 of young consumers have become a fan of at least one brand or company on Facebook
• Target consumers in a way that doesn’t ‘push’ the brand but involves them
![Page 4: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/4.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Facebook addresses – not URLs!
Companies are increasingly promoting their Facebook
addresses in place of website URLs
![Page 5: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/5.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Improvements
What is the Facebook
page about?
Keep fans in the Facebook
‘zone’
Be SUPER creative
Integrate – and grow
![Page 6: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/6.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
The raison d’etre
There needs to be a clear reason for why
the Facebook page exists.
Why should users hit the ‘like’ button?
![Page 7: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/7.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
The Facebook ‘zone’
Fans don’t want to be sent away from
Facebook to an external site.
Keep it all ‘in system’.
![Page 8: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/8.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
The Facebook ‘zone’
Some excellent examples – both big
brand small companies
![Page 9: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/9.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Be SUPER creative!
Dominos has a super creative contest,
tied to a charity and encourages fans to
share with friends!
![Page 10: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/10.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Integrate and grow
Ensure cross-promotion with:• Email• Advertisements• Point-of-sale• Social media
• Introduce the ‘like’ button elsewhere
![Page 11: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/11.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Integrate and grow
A good Facebook ad will:• Give users a good reason to click• Doesn’t drive people outside of Facebook• Advertise to friends of friends• Tested and updated constantly to ensure
it always appears fresh and new to users
• Facebook ads often tell a user who else they know is a fan of a page
![Page 12: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/12.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Key achievements
IncreaseNumber of
‘likes’
Improveinteraction
Increase Consumerfeedback
![Page 13: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/13.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Quality > quantity
Only quality posts will lead to an
increase in impressions, clicks and
ultimately conversions
![Page 14: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/14.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Interaction
Use a variety of methods to encourage people to interact on Facebook:
Polls Contests Q&A Apps Videos
![Page 15: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/15.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Benefits to Greggs
Brandawareness
Increasedloyalty
ReferralsIncreasedSales
![Page 16: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/16.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Mobile marketing
A key digital objective of Greggs is to develop a smartphone loyalty programme• Number of smartphones is on the rise• Mobile is ubiquitous – it’s always on!• Location-based marketing
• FourSquare• Facebook Places• Gowalla
![Page 17: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/17.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Improvements
Digitalloyaltycard
QR Codes
Smartphoneapp
Thefuture
Mobilewebsite
![Page 18: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/18.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Mobile website
Keep it SIMPLE!• Contact information• Directions• Opening hours• Special deals
![Page 19: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/19.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Smartphone app
Gregg’s Bakery
Encourage interaction with games• Bakery game and / or recipe app• Prize incentives for monthly high score• Have your recipe made in store
![Page 20: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/20.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Smartphone app
Mobile apps such as Bakery Story allow users to
play games with friends and share scores, photos
and buy online money and tokens
![Page 21: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/21.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Smartphone app
An app based around recipe ideas, health
tips and multi-media information may
appeal to an older demographic
![Page 22: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/22.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Digital loyalty card
Create a mobile
loyalty programme
by integrating with
FourSquare
![Page 23: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/23.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
QR Codes – offline - onlineSimple, easy to generate barcodes that take mobile users
to a mobile optimised site or app
![Page 24: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/24.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
The future - Augmented reality
See deals,
offers and
prices in real-
time via your
smartphone
screen!
![Page 25: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/25.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Key achievements
Improvedloyalty
Increasedtargeted
web traffic
Campaignintegration
![Page 26: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/26.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Benefits to Greggs
Return oninvestment
Word-ofmouth
Increasedsales
![Page 27: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/27.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Summary
Facebook & mobile are areas of growth
Build onexisting
Facebookpresence
Mobile willgrow in
importance
![Page 28: Using digital marketing to target the youth market](https://reader036.fdocuments.us/reader036/viewer/2022081602/554d0153b4c905a5138b55fd/html5/thumbnails/28.jpg)
Gavin LlewellynDigital Marketing and the Youth Market
Thank you for viewing!
What are your digital thoughts and ideas to
target the youth market?