webinar deck: mobile marketing for youth markets roundtable

22
Mobile Marketing for the Youth Market iLoop Mobile Roundtable July 7, 2011

Upload: archer-inc

Post on 05-Dec-2014

1.810 views

Category:

Technology


1 download

DESCRIPTION

Webinar Deck: Mobile marketing for youth markets roundtable Join us for a live discussion in an open roundtable discussion that will explore insights with industry experts on the exciting subject of Mobile Marketing for the Youth Market. We anticipate a lively discussion with a panel of "on the ground" strategists who have hands on experience on campaign deployment targeted at the all-important youth demographics. Our panel will be filled with live audience's questions as well as previously tweeted questions at #iloopmobilewebinar. Panel: Microsoft, Julie Lynn Southard, Group Manager, Xbox Consumer Engagement MMA, Michael Becker, Managing Director, North America One50One Agency, Troy Brown, President iLoop Mobile, Michael Ahearn, VP Strategic Marketing Moderated by Virginie Glaenzer, Director of Marketing iLoop Mobile

TRANSCRIPT

Page 1: Webinar Deck: Mobile marketing for youth markets roundtable

Mobile Marketing for the Youth Market iLoop Mobile Roundtable July 7, 2011

Page 2: Webinar Deck: Mobile marketing for youth markets roundtable

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

Page 3: Webinar Deck: Mobile marketing for youth markets roundtable

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

Page 4: Webinar Deck: Mobile marketing for youth markets roundtable

Generation Text

Page 5: Webinar Deck: Mobile marketing for youth markets roundtable

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)

Page 6: Webinar Deck: Mobile marketing for youth markets roundtable

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.

Page 7: Webinar Deck: Mobile marketing for youth markets roundtable

mobile marketing discussion addressing the youth audience

iLoop mobile Julie Lynn Southard | xbox global consumer

engagement [email protected]

7 Ju ly 2011

Page 8: Webinar Deck: Mobile marketing for youth markets roundtable

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…

7

We are seeing huge increases in our mobile interaction. Recently notable…crashing the servers during E3….

Page 9: Webinar Deck: Mobile marketing for youth markets roundtable

Why my team’s heart goes pitter pat…

Page 10: Webinar Deck: Mobile marketing for youth markets roundtable

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

9

Page 11: Webinar Deck: Mobile marketing for youth markets roundtable

10

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.

Page 12: Webinar Deck: Mobile marketing for youth markets roundtable

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

Page 13: Webinar Deck: Mobile marketing for youth markets roundtable

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

Page 14: Webinar Deck: Mobile marketing for youth markets roundtable

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

Page 15: Webinar Deck: Mobile marketing for youth markets roundtable

Mobile Marketing Association

The  Youth  Mul;cultural  market  

Troy  Brown  President  one50one  

Page 16: Webinar Deck: Mobile marketing for youth markets roundtable

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.    

Page 17: Webinar Deck: Mobile marketing for youth markets roundtable

Mobile Marketing Association

•  OPTIMISTIC  

•  ASPIRATIONAL  

•  CONNECTED  

•  OPEN  TO  CHANGE  

Page 18: Webinar Deck: Mobile marketing for youth markets roundtable

•  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%)  

Page 19: Webinar Deck: Mobile marketing for youth markets roundtable

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  

Page 20: Webinar Deck: Mobile marketing for youth markets roundtable

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.  

Page 21: Webinar Deck: Mobile marketing for youth markets roundtable

Mul:cultural  Youth  Are  “Mobile”    •  A  majority  see  their  mobile  phones  as  the  key  to  their  social  life.  

Page 22: Webinar Deck: Mobile marketing for youth markets roundtable

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