• How To Market An App To A Teenager
    Today's teens are a mobile-first generation. They tweet and Snapchat and send over 60 emoji-laden text messages a day. According to Pew, 58% of teens have downloaded apps to their smartphone, and apps like WeChat, Vine, and Instagram take top spots for popularity. So when we set out to launch a mobile app that combines 15 seconds of sound with any digital image, we knew that winning over teens would be essential to our success. Eight months in, we've learned some important lessons about marketing an app to teens. Here are the six keys to success.
  • Think Outside The Brand
    Teens' brand preferences are as fragmented as their media habits. With cool new brands popping up overnight thanks to crowd funding and venture capital and the rebirth of the small business, there's always something new to discover.
  • Are You Ready For The 'Majority-Minority' Demographic?
    The teen demographic in the U.S. is quickly changing, and many brands are not well-equipped to respond. In 2012, 64% of the U.S. population was made up of non-Hispanic whites. Census data from last year, however, shows that America's racial and ethnic minorities now make up about half of the under-five age group.
  • Lo-Fi Hits A New High
    For years, tech companies have been striving to make highly sophisticated products that replicate or supplement the real world. But 3D-TVs have officially failed and augmented reality is still struggling to become part of our daily lives; meanwhile lo-fi is having a moment in the form of pixilated graphics and archaic web design. Teens in particular seem to be drawn to the counterculture movement (surprise, surprise).
  • How Can Political Marketers Win With Young Voters?
    Political marketing to young voters is big business. One report suggests that parties spent more than $100 million marketing to youth groups in 2010. And it's no wonder why: Politicians who want to win the White House in 2016 need to engage teens-and they need to do it soon. After all, today's 15-to-19 year olds will help elect the next president.
  • A New Approach To The App Marketing Mix
    Millennials - and younger ones in particular - are voracious content consumers across all media channels - television, online, games, apps and mobile. These teens are an attractive demographic that marketers are eager to capture through traditional and emerging channels alike. The greatest opportunity comes by creating and leveraging connections between the channels teens rely on, and nowhere is that truer than the screens that matter most: television and mobile devices. Unfortunately, few have figured out how to drive measurable cross-screen engagement. That needs to change and there are early signs that change is beginning.
  • Streaming Radio Killed The Music Video Star
    While there might have been a time when music television had taken a higher place than radio in teens' esteem, the pendulum has begun to swing in the opposite direction with the growth of streaming radio services. Unlike traditional radio stations (which also offer streaming), the services below offer teens customizable, on-demand listening options that they can take anywhere. There's a battle brewing among service providers to win over young listeners with free, ad-supported options, and it's a competition that marketers should watch with interest.
  • Tapping Into The Excitement Of Youth To Make STEM Come Alive
    It seems that everywhere people are talking or writing about STEM (science, technology, engineering and mathematics), and the need for qualified workers to fill a growing number of jobs now and in the near future. Yet, surprisingly, 90% of high school students say that are not interested in pursuing a career or college major involving STEM, according to a survey of a million-plus students who take the ACT exam. That is concerning since, in just five short years, it is estimated that there will be 2.4 million STEM job openings.
  • Fragmented Social Media Market Offers Challenges And Opportunities
    In the relatively short history of the social web, there has always been one major network that was the currency among teens. In the mid-2000s, it was MySpace. In the later part of that same decade, Mark Zuckerberg's Facebook took over.
  • Social Media Is Changing The Recipe For How Teens Eat
    Teens from every generation have been influenced by peer pressure, and this current crop is no different. Status symbols impact purchase behavior on a daily basis. Just ask any teen if they would rather have a pair of Beats by Dre or Bose headphones (widely regarded as the better product). He won't respond, because his shiny new Beats will cancel out the ambient noise of adult questioning.
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