Marketing to the Teenage Crowd

Today’s teenagers were born at the turn of the 21st century. They represent billions of dollars in buying power, but the big question for marketer

is how to reach them.

These teens have grown up in the electronic age and take it for granted. They link to communicate with each other-and can do so almost constantly.

One study estimates that teenagers spend more than seven hours a day using media of various kinds, mostly electronic. How do they log this

astonishing amount of time? By sacrificing sleep and by multitasking. Parents often find their teens listening to music, watching TV, doing

homework, playing a videogames, and text messaging.

Which media do teenagers neglect or ignore? They hardly ever read newspapers Jeffery Cole, the director of the Center for the Digital Future at the

University of Southern California, predicts that printed newspapers will eventually become extinct as social media steadily increase in power. Teens

want news, he explains, but only about the narrowly focused community of their peers.

Teenagers don’t contact their peers through e-mail. One survey indicates that although 73 percent of teens visit social-networking sites, only about

8 percent use Twitter. They do like smart phones, especially those with apps for constant status updates, but don’t make any phone calls. Instead,

they text message, sometimes sending up to 10 messages an hour.

Marketers will need to learn how to reach teenagers by inviting their input, listening to them with genuine respect, adopting their suggestions, and

continuing to ask for feedback. Morgan Stewart of ExactTarget conducted a survey asking teens which brand they thought did the best job of

communicating with them. To his surprise, Amazon got more write-in votes than any other brand, including Facebook. He says of Amazon, “Teens can

read reviews, they can submit their own and they can get recommendations based on what they link.” Stewart believes that “managing your Amazon

presence is more important than building out a Facebook strategy.”

Of course, even Amazon is only one component of integrated marketing plan. Teenagers are highly suspicious of anything that even remotely resembles

advertising. When shopping, they depend heavily on the opinions of their peers. They also enjoy fun sites such as Sporcle.com, FunnyOrDie.com, and

FailBlog.org. YouTube is another important-and free-tool for viral marketing.

Jeffery Cole thinks that as today’s teens mature, the allure of knowing everything about their friends will fade. What will endure will be what

every generation wants: they will still want to have “total control over their media” as a way of having “real control over their lives.”

Questions for Critical Thinking

Discuss how marketers can reach teens with specially tailored promotional campaigns for such goods and services as video games, smartphone apps, and

concert tickets.
How can marketers best target teens so as to appeal to them but without making them feel talked down to? Suggest a marketing or promotional theme

for one product that you think would appeal to a teen.

This assignment provides you with the opportunity to synthesize and apply the concepts learned in this course to analyze a real-world business case.

The analytical exercises will improve your understanding and ability to think critically about the importance of diversity management in the

workplace.

Your report for solving the case must be at least 300 words with a Citation page, and must include the following headings:

Overview – Summarizing the case scenario and identifying all the problems, issues, constraints, related to the case.
Discussion Questions – Answering all the questions.
Debriefing – Reflecting your thoughts, opinions, and solutions based on the case

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