Our ongoing research, in collaboration with the Center for Media Design, compares how consumers communicate interpersonally versus how they want marketers to communicate with them. When it comes to teens, there is a marked difference in how they communicate on a personal level when compared to other demographic segments. For example:
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As marketers, we know this stuff. But this is also where we often make a typically "old" mistake by misattributing the significance of these trends as they apply to marketing.
As we look at the communication habits of "old" people (i.e., anyone over 35), it makes sense that since they (um, we) use email for interpersonal communication that we also tend to prefer email when receiving permission-based marketing communications.
However, despite the fact the majority of teens communicate with each other via text, only a small minority (10%) want to receive text messages from companies. They are much more likely to prefer companies use email (64%) or direct mail (19%) to communicate with them.
"But teens don't use email and they don't read direct mail," right? Not true. They simply don't interact with these channels as often as us "old" folks, but they do transact as a result of these channels. When asked, "Have you ever made a purchase as a result of a marketing message you received through each of the following channels?" they answered:
As we look at the teen market, it's important to keep in mind the difference between "relative" and "absolute" preferences. Across the board, teens have much more favorable impressions of marketing through emerging channels such as SMS and social networks than non-teens -- but these are relative views.
When targeting this market, it is crucial to have a strong presence in emerging channels, but don't get caught in the relativity trap. In terms of absolute preferences, they are similar to other consumers in that they still prefer traditional channels for marketing communications and they are still converting through them. Note: if you are interested in reading more of these research findings, they can be found in our 2009 Channel Preference Study.
You raise a very important distinction between media consumption/media behavior and marketing relevance. Too often, marketers chase media consumption. This is the result of an impressions-driven marketing model that simply doesn't work. Rather, marketers need to determine whether their presence in the medium is contextually relevant and in character with the brand promise. Thank you for sharing such important research.
Thanks for your excellent insights! I too am no longer a teenager, but I spend most of my working days speaking to high school students in their classrooms. One point I would like to add to your comments is that to connect directly with teens, offering them something relevant to their life in connection with your "sales pitch" can make a positive impact and have long term benefits for your company.
I provide students with interesting and relevant content and when I do make a pitch for my sponsors, I tell them EXACTLY what I am doing and why I am doing it. Then when and if they are interested in the product or service I am pitching and they do give me their personal contact information, they will not be surprised or annoyed when they are contacted; and, if I do my job right, they are actually looking forward to being contacted and may not even wait, but initiate contact themselves!
@judy, I couldn't agree more. Early on the motivation for this research was over-reliance on PEW Internet research by marketers. Personaly, I love PEW's research! BUT they are looking at media consumption and its' impact on society, their research is not about marketing.
@Byron, I think your last point about teens initiating contact is why mobile and social presence are so critical. As marketers, we need to be ready for them to come to us--and mobile and social offer unique opportunities for them to engage.
Thanks for both your insights!