Poised not only at the start of a new year, but also at the start of a new decade, (oh, yeah, and as head of an online marketing company), it is pretty much required that I spend some time anticipating and predicting what's ahead in the world of teen marketing.
A new year is upon us, so why not try to keep one resolution: Don't rely on the old stereotypes. They're evolving and so should you.
Put a sample of a product in a teenager's hand and, sure, if they like it, they are more likely to purchase versus sight unseen. Give that same teen a sample and an experience with the brand and the purchase intent increases even more.
It has been fashionable in recent years for charities to draw ideas and inspiration from the commercial world. Maybe now the boot should be on the other foot, with the commercial world learning from the not-for-profit sector.
As the digital landscape becomes more and more saturated with Twitter, Facebook and YouTube channels, there will be a similar survival of the fittest. When the craze dies down, the survivors will be channels with great content and useful benefits to teens.
This is the "public generation," and they want their intentions known. What a remarkable opportunity for marketers to learn how to best leverage what teens and young adults share.
In the midst of the times we are in, we as marketers need to challenge ourselves to use our power to empower these young people. Support their causes, provide platforms -- both online and offline -- that allow their voices to be heard and arm them with the necessary tools and resources to see their dreams realized and realize a powerful connection that can be forged with this large group of influentials.
Teens flock to Facebook for peer interaction and sense of belonging. So what does this mean to marketers? Get in and get social -- or get left behind.
Kids, tweens and teens are all more likely to buy a product if part of the price goes to a cause close to their hearts. Nearly half of the teens in our panels said they had made a cause-related purchase, and more than 20% asked their parents to buy a particular product because it supported a cause. And the younger set is following the pattern.
It's time for brands to recognize that tween and teen skin care is the perfect way for a consumer to grow into a brand, and it's time for them to start knocking on their bedroom doors with a message: Let the beauty training begin.