The media view of youth is hardly encouraging. We read about hoodies, happy slapping', teenage pregnancy, drugs, STDs. And these days too, we find part of the world's youth actively turning themselves into would-be suicide bombers. So, why do we get so obsessed about marketing to them? (White, 2005. White (2005) gives the answer of his own question. The first true thing is the fact that young people are not all like it's described above. Then, and here are the most important issues for marketers to remember, youth offers very good opportunities for them: Demographic opportunity: apart from Western Europe, Japan and the USA, people under 25 years old represent the majority of the current world's population. Consequently, there is a huge market for marketers to investigate.Brand loyalty: young people develop a huge loyalty towards the brands. Consequently, if marketers succeed in selling their products to this target, there's a big probability that young people will keep on buying your brand in the future.
[...] Each young people are exposed to 20,000 commercial messages a year. Thus, the most important issue you have to take into consideration when communicating with young people (also called “Generation or “Millennials”) is the fact that your campaign must be seen as by the ones you target (Syrett and Lammiman, 2004). Therefore to convince young people to buy their products, marketers have to plan campaigns with specific characteristics. One of them is creativity which induces differentiation. Companies have to communicate with Millennials by developing attractive campaigns, ones which are out of the ordinary. [...]
[...] Advertising & Marketing to Children [Article from WARC database] Carrigan, M. and Szmigin, I. (1999) In pursuit of youth: what's wrong with the older market? Marketing Intelligence & Planning 222-231 [Article from Emerald Insight database] Christensen, O. and Rohde, C.C. (1999) Understanding Youth : Their Culture and Language Results from Qualitative and Quantitative Tracking Studies Among Young European Opinion Leaders. ESOMAR, Youth Power, Beijing [Article from the WARC datbase] Clarke, B. (2002) Do U No Wuzzup?: The cultural impact of technology on the Net generation. [...]
[...] Thus, targeting the youth market in terms of communication shows a level of insecurity, “neurosis” and difficulty with the emergence of another age group the thirties - who are more and more concerned about their look and newness they can own (Newall and Steele, 2002). digital environment is where young people feel they can be themselves” (Spero and Stone, 2004) For Saxton (2005), it is obvious that youth are immersed in active communication thanks to technology and Internet: therefore, fragmentation and choice are accelerated in a more competitive environment and that is the reason that media owners like MTV have to innovate again and again as well as enhancing creativeness. [...]
[...] Conclusion First of all, it is necessary to remind that many authors show that age is not relevant anymore when youth need to be defined: brands have to take into consideration that behaviour, values and attitudes are the key elements which help to have a better understanding of this segment. Moreover, the Information Technology environment had a huge impact on the youth market: youth communicate faster and meanwhile, they are also immersed in a lot of advertising messages and have the ability to change their habits and thus, to switch from a brand to another very quickly. [...]
[...] Advertising & Marketing to Children [Article from WARC database] Lindstrom, M. (2004) Branding is no longer child's play!. Journal of Consumer Marketing 175-182 [Article from the Emerald Database] McCasland, M. (2005) Mobile Marketing to Millenials. Young Consumers [Article from WARC database] McGowan, P. (2000) All the Young Dudes : Uncovering New Youth. Admap [Article from the WARC database] Newall, T. and Steele, L. (2002) Snapshot 2001: Strategies for the Youth² Market. Advertising & Marketing to children [Article from WARC database] Pillot de Chenecey, S. [...]
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