Webinar Deck: Mobile marketing for youth markets roundtable
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Transcript of Webinar Deck: Mobile marketing for youth markets roundtable
Mobile Marketing for the Youth Market iLoop Mobile Roundtable July 7, 2011
Roundtable Participants
Michael Ahearn, VP Strategic Marketing, iLoop Mobile
Julie Lynn Southard, Xbox Global Consumer Engagement
Troy Brown, President, One50One
Michael J. Becker, Managing Director Mobile Marketing Association, North America
Moderator: Virginie Glaenzer, Director of Marketing, iLoop Mobile
What They’re Doing With Their Phones
All Subscribers 13-24 Youth
Index Youth Universe
Smartphone 33% 38% 115 17.8M
Feature Phone 67% 62% 92 27M
Use apps 39% 50% 130 23.3M
Use browser 40% 54% 136 25M
Use email 34% 41% 121 19.3M
Use SMS for marketing
27% 44% 163 20.1M
Access Social or Blog
29% 48% 166 22M
Watch TV or Video
7% 11% 165 5.2M
Total mobile subscribers US: 234M Total Youth Demo 13-24: 44.8M | Percent of Market in Youth Demo: 19% Comscore 2 month period ending May 2011
YOUTH ARE CLOUD PEOPLE!
SMS BRAND INTERACTIVITY ALMOST AS IMPORTANT AS SOCIAL
Generation Text
Youth Marketing Concepts
• Two key drivers: the need to belong and the need to be significant
• Content vs. Context:
The king is dead: content | product | technology
Long live the king: context | social | packaging | mobility
The Ptolemaic Center of the Universe
• The new consumer (youth) don’t buy things, they buy what things can do for them. Apply this same concept to your marketing.
ME! (and my friends)
Making Brand Marketing Relevant to Youth
• You can’t fake cool. Don’t be the “awkward dad trying to be hip”. Don’t look desperate in your social & new media efforts. Be real, “act your age” and play to your strengths.
• Brands need to think creatively and artistically, youth are attracted to quality communication that is smart and creative.
• Offer real innovation. They relate to and see themselves as innovators, and aspire in life to do great things. They relate to innovative brands and marketing (Apple/Google).
• Ease off pushing the brand logo. It’s not about you—it’s about them, and who they relate with (see Naomi Klein’s No Logo). Your brand is your context, not your content.
• There’s zero tolerance for BS. It’s a brand death sentence for the youth market. Be honest, transparent, authentic and respectful of their intelligence.
• Don’t be a greedy pig (or be perceived as one). Give back, and when you give back don’t pay lip service to your efforts to be green, support charities etc. If you present yourself as a “white hat”, live the altruism and make it a real part of your company/brand culture.
More than ever, perception is reality. BUT ALSO, REALITY IS REALITY.
In youth parlance, keep it real.
mobile marketing discussion addressing the youth audience
iLoop mobile Julie Lynn Southard | xbox global consumer
engagement [email protected]
7 Ju ly 2011
7
Xbox mobile
• www.xbox.mobi • 22 versions in 19 countries • Centrally managed
• Xbox LIVE on Windows Phone • 19 countries • Mobile games, avatar, friends, etc
• SMS Outbound campaigns • Cross-Promotion via Partner Sites
• m.microsoft.com; xbl on wp; facebook.com/xbox, etc…
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We are seeing huge increases in our mobile interaction. Recently notable…crashing the servers during E3….
Why my team’s heart goes pitter pat…
Key challenge – we know what we don’t know…
• ESRB sets the bar high for us. • We set the bar higher for
ourselves. § We can’t be sure who is on our site § Age-gating isn’t enough for us
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Key Guidelines We Use
Is this a Requirement or a Recommendation?
Know your cohorts Don’t assume that because you have seen it done, you can do it.
What policies are your partners following?
PCweb, social, email…often have different standards.
Hold to the highest standard.
Sometimes that sucks...…but drives innovation
Assume everyone is underage
Verify against customer data when possible.
Mobile Marketing Association
Michael J. Becker North America, Managing Director Mobile Marketing Association [email protected] 408.242.5733
How Big Can Mobile Be? Michael J. Becker North America, Managing Director Mobile Marketing Association [email protected] 408.242.5733
Mobile Marketing Association
Seven hundred plus (700+) members strong, the MMA’ primary focus is to establish mobile as an indispensable part or the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide.
REDUCE FRICTION
PROTECT GUIDE MEASURE PROMOTE EDUCATE
COLLABORATE
STIMULATE GROWTH
www.mmaglobal.com
Mobile Marketing Association
§ We live in a non-linear world § Hitting the mark is getting harder § Think mobile first § Remember it is about “mobility” – the
“Internet of things” § The medium matters in the eye of the
marketer § Understand the regulations § Have a plan and execute – iteration is key
Mobile Marketing Association
The Youth Mul;cultural market
Troy Brown President one50one
Mobile Marketing Association
CAUTION: According to the US Census, the mul;cultural popula;on in the U.S. will be the majority of the popula;on by 2042. This cultural and demographic shiR cannot be ignored. It is impera:ve that marketers understand mul:cultural iden::es as they become more nuanced.
Mobile Marketing Association
• OPTIMISTIC
• ASPIRATIONAL
• CONNECTED
• OPEN TO CHANGE
• Ethnically and racially diverse to previous genera:ons and more open minded and open to different cultures. – Racial and ethnic minori:es now account for 43 percent of Americans
under 20. – Today, nearly 52% of all US-‐born children have at least one foreign-‐born
parent. Being bicultural and bilingual is cool -‐ it's embraced. • They are less religious yet accep:ng of others beliefs • They are on track to becoming the most educated genera:on in US History
They Are The Most Diverse and Open Minded
Black (14%) La:nos (19%) Caucasians (61%)
Asians (5%) Other (1%)
They Are Growing Exponen:ally And Have Great Influence on Purchases
• Even though Millennials are less likely to be employed (63%) they are willing to spend wisely.
– understand their value dollars and support brands that they feel they connect with them, empower them and help support their communi:es.
• Mul:-‐cultural Millennial youth are also a[ending college more than previous genera:ons so they have less discre:onary income but their influence is significant through their networks.
– These teens may not be working as much but they are building rela:onships and networks they can leverage in order to have access to what they want/ need.
– Crea:on by teenagers con:nues to grow, with 64% of online teenagers ages 12 to 17 engaging in at least one type of content crea:on
Young Mul:cultural Consumers Are Connected • Mobile phones are drama:cally closing the
digital divide – Mul:cultural online and mobile
consump:on and spending habits are outdistancing the general almost 2-‐to-‐1.
• Mobile internet allows mul:cultural audiences to go global-‐ to access global trends as well as to set them and spread them worldwide
• Mul:cultural youth are tex:ng more, have more unlimited data plans, download and purchase more content, view more online and mobile ads, and buy more high-‐end mobile devices than the general market.
– Teens from lower income families were more likely to have more than one cell phone. About one in ten teens (9%) from households earning less than $30,000 annually said they had two phones, while 4% of all teens reported owning two phones.
Mul:cultural Youth Are “Mobile” • A majority see their mobile phones as the key to their social life.
Visit www.iloopmobile.com to learn how we can help you mobile enhance your marketing, or sign up for future webinars and roundtables.
Contact [email protected] (408) 907-3360 for help with your mobile marketing campaigns or initiatives.
h"p://twi"er.com/iloopmobile
h"p://www.facebook.com/group.php?gid=71337661648
h"p://www.linkedin.com/company/iloop-‐‑mobile
h"p://www.youtube.com/user/iLoopMobile
Thanks for Attending