This last year has seen logarithmic changes in marketing, fueled by different concepts like Utilities, AR, The Collective Exchange of Ideas, Transmedia, Digital becoming ubiquitous, Mobility and more.
I have tried to be a part of some of these discussions online, and have as a result of other peoples shared and collective wisdom published a range of posts, presentations and tweets on the subject.
What I wanted to do before leaving on a short summer vacation was recombine all the best ideas, into ONE Post Digital Marketing 2009 presentation. Summarizing all the major thoughts finding its way to my “ideas”-folder this last year.
Amanda Mooney has produced and published this brilliant piece: A walk through the thoughts expressed by youths regarding engaging with, and the behavior of, companies.
Creating awareness and attention means nothing in a world where loyalty and relevant meaning is the currency.
Of course the world is more nuanced than this, and strongly category dependent, but getting someones attention is extremely expensive if you don’t use it to create recurrence. In 2009 you want to spend less money to earn more money and the best opportunity you have to do this is to create loyal, returning customers.
Graham Brown’s 50 Youth Marketing Trends slideshows, which is filled with a range of brilliant thoughts, brings attention to the weakness of the campaign methodology in advertising. Because investing in someones attention for a limited time span is futile when they will forget about the brand almost the instance that the advertising disappears.
The advertising campaign model is constructed around the cost of media placement, not the usefulness or logic of marketing. And by that it has become an awareness and anticipation model, not a loyalty model.
Which to some degree is fine for brands using display advertising to create traffic and attention to stores or products that build the loyalty for them, but are we seeing the full potential in advertising if we do this? And is this the best advertising model for every category?
The solution is aiming to become a part of the customers values, help them say something about themselves that give them the identity and ads to their unique and personal brand.
View Graham Browns 50 Youth Marketing Trends, part 1 and part 2.
The two things I love most about youth culture is first their blind fate in the opportunities from, and their adoption of, new trends in information-, communication- and media technology. The second thing is the enormous speed at which this is happening.
Maarten Leyts of Trendwolves has guest written a post on YPulse with a lot if nice data, quotes and some videos.
Two of several very important excerpts from the post:
“Youngsters’ minds are mostly set upon three things: getting their driver’s license, finding out who they are and their first sexual experience.”
“The age of friend collecting might soon come to an end as youth’s social networking methods are starting to mature. Quality is overruling quantity, introducing the “cut-the-crap” phase.”
I also nicked a video, visit YPulse for the second one:
The blog Ruby Pseudo Wants a Word does it again. Reminding us that these people are living human beings, not just graphs and pdf’d inanimate research conclusions.
