MobileYouth™ 2007, Report 3: Marketing and Branding for the Youth Market

• Find out the characteristics of the new youth consumer: what is the psychology of consumption among youth today?
• Learn how to create marketing and branding responsive to the longtail of youth demand
• Understand the role of mobile and how it can be used in the new commercial landscape

I) Reach vs. Relevance - Traditional vs. Digital Marketing?

How is the change in consumer behaviour affecting marketers and brands?

What are the characteristics of the new young consumer?

What is youth’s attitude towards traditional advertising and new media?

Reach vs. Relevance: How do you reach young consumers?

Are the traditional ways of advertising still effective?

How can you reach young consumers without disturbing them?

Why are interactivity and relevance the 2 fundamental elements of effective advertising?

How do you calculate an effective mix of media based on target audience, product type and message?

What value can mobile offer to marketing campaigns?

To what extent should mobile be integrated in traditional marketing campaigns?

What are the benefits mobile marketing has to offer?

What are the difficulties when implementing mobile marketing campaigns, and how can they be solved?

How can you measure the effectiveness of your mobile marketing campaign?

II) Value Trade: What do Brands need to Offer Today’s Young Consumers?

What do youth value in marketing?

How can brands and marketers benefit from engaging with blogs, podcasting and social networks?

How can communities create customer advocacy?

Value Trade: Why do brands need to offer value to communities?

What are the potential pitfalls when dealing with communities - and how can they be avoided?

How do you deal with empowered and critical consumers?

How can communities damage the image of a brand?

What can we learn from cases like Kryptonite Locks?

III) Engagement Marketing - What are the 3 Steps to Creating Consumer Loyalty?

Authenticity: How important is it to young consumers?

Can authenticity be manufactured?

What are the lifestyle benefits successful marketing has to offer consumers?

How do you successfully integrate product development and marketing?

What are the benefits of involving consumers?

How can brands and advertisers use word-of-mouth and viral marketing?

Can this approach also work on the mobile?