The recent election was full of useful lessons for marketers. I'm not talking about boring stuff like social media blah, blah, blah or advanced targeting blah, blah, blah. No, I'm talking about some big meta lessons: that truth and lies are the same, bombast is a great substitute for substance, civility is hokum, accepted standards are overrated. Couple these facts with regulatory agencies that will soon be headed by outsiders hostile to their very existence and 2017 is shaping up to be a banner year for teen marketers. The question is, will you have the guts to make it happen?
Brands and marketers often overlook a key opportunity when targeting teens. The vast majority are focusing all their energy and dollars on social media campaigns, adding to the clutter and cacophony on those platforms. While it's true that teens spend a significant portion of time with the likes of Snapchat and Instagram, it's challenging for a brand to get noticed, much less to intrigue teens enough to engage with them, when so many others are screaming for attention in the same overcrowded space. Advertisers often try to turn up the volume rather than consider other media where teens make up ...
Adding to the surprise were the unlikely nature of the Trump candidacy, his unorthodox campaign style, controversial proposals, and inflammatory tone. While about a fifth of the country might have been celebrating the next day (the percentage of total Americans who voted for Trump), many of the remaining 80% were in shock, fear and mourning.
When it comes to marketing to teens, as the old saying goes, "Don't be a square!" Unless, that is, you're talking about reaching Gen Z through social video.
Twice a year Piper Jaffray publishes their Taking Stock with Teens research. It's become something I look forward to, especially at this time of the year as the holiday shopping season shifts into high gear. Given that today is Black Friday, it seems appropriate to consider how teens are thinking about brands and where they're spending their money.
If the events of the past few weeks are any indication, 2017 promises to be a year of change that marketers will need to closely observe to remain on the pulse of culture. Teens themselves will be at the center of the action, both spurring on certain evolutions and serving as a key demographic in determining which changes stick and which are merely fads.
Earlier this month, Time devoted a cover not to the presidential election, but to the burgeoning teen mental health crisis. The figures are staggering. Out of about 25 million teens 12 - 17 living in the U.S., about 3 million (or 12%) have had at least one major depressive episode in the past year. More than 2 million have depression so severe that it affects their ability to function. Just over six million teens (or 25%) have an anxiety disorder, with girls 50% more likely than boys to experience one. And experts consider these figures to be conservative since so ...
Millennials have been the dominant generation on the marketing landscape for more than a decade. Researchers have poked, prodded, and dissected on this generation native to technology. Now the youngsters are about to overtake them in terms of capturing the attention of brands and marketers. Generation Z, those aged 11 to 21, is the largest generation yet and, thanks to their parents, they have a remarkable amount of purchasing power.
It seems like every day there's a new study on Gen Z's digital habits. Regardless of the source, the numbers make one thing clear: It's a smartphone world. By 2020, a whopping 92% of teens are expected to own a smartphone, according to eMarketer. It's also not entirely unfair to say they're media-addicted. A study cited by the "Los Angeles Times" noted that the average number of hours spent watching media per day is six for teens and nine for teens. Nine hours. That's a full-time job!
Video gaming is big business. By some measures, it is the biggest form of entertainment on the planet. In 2015, U.S. video game industry revenue was $23.5 billion (compared to just $11 billion for Hollywood). One thing that sets video gaming apart from other media channels is the control consumers have over the product. Oh, you didn't realize players had any control over things? Let me explain.