Introduction
Electronic media already are playing a significant role in
the lives of children and teens, many of whom enjoy access to their own
personal media devices. They also are the first to grow up in a world saturated
with networks of information, digital devices, and the promise of perpetual
connectivity. They are in many ways the defining users of the new digital
media.
Many websites allow users to interact with others on a real
time basis. The trend is now shifting from communication to commerce and many
companies have started leveraging the digital media to reach out to the growing
segment in the market.
The Planning Commission’s report for the 10th five year plan
puts the number of teenagers in the country at about 230 million, up from about
120 million in 1971. Being a teen has never been easy and especially so in
today’s world, say experts. That is particularly true of children growing up in
urban areas, who are exposed to satellite TV and internet. “In metros, teens
ape westerners but if they are still expected to be ‘good Indian boys’ and
girls’, it creates tremendous conflict.
How to Market to
Teens
Teenagers have strong opinions and views that they want to
be heard. Use marketing techniques that ask for their feedback, or allow them
to express themselves. Social networking sites like Facebook have become an
outlet for advertisers to get teens involved and create two-way channels of
communication. Teenagers not only respond to the product but also provide information
about their preferences, needs, and wants when coming up with new ideas.
Teens have a much shorter attention span as compared to
adults. So getting straight to the point is the mantra for effective
engagement. No long background information spiels about your product. This will
only cause them to lose interest and divert their attention somewhere else.
They are used to short, relevant messages that they can relate to.
Position your company as one that truly cares about and
supports the issues they feel are important. For example, start your own cause
or find an established one to support and connect yourself to. Things such as
the educating a child, for example, have become increasingly popular. Promote
the cause by means of information on company website or social profile and
build a platform for the teens to express themselves, get heard and call out
actions taken as a result of the whole exercise.
Take advantage of trends and big-named people. This does not
mean you have to hire expensive celebrities to be in your advertising. Instead,
find ways to connect your product to the phenomenon. If you want to do a
sweepstakes, give away tickets to a popular concert.
If you have established yourself online, offer cool
downloads, or connect yourself to websites that teenagers enjoy such as social
networking sites, gossip columns, popular televisions shows, etc. Finding a way
to incorporate your brand into their everyday interests will produce positive
results in image awareness.
What to Be Aware of
When Marketing to Teenagers
Never assume. Because there are many niche markets and
tastes are constantly changing, do not assume that you know what teenagers
want. Make sure your message is well researched- including feedback and
opinions from focus groups consisting of teenagers. They are, above anyone
else, who can tell you the most.
If you are using websites, online communities, or other
forms of online marketing, make sure to constantly be changing and adding new
concepts. This will keep them coming back on a regular basis to your site, and
stop you from being old news.
Just like marketing to other segments, make sure your
message is age appropriate. Do not speak down to them. They understand a lot
more than teenagers from ten or twenty years ago, so market accordingly. If you
are speaking to them like children, they will not listen. Instead, they will
most likely become offended and be turned off by whatever message you are
trying to convey. Even though they are still young, they want and expect to be
treated like young adults.
Initiatives
underway..!!
Teens are pretty hands on with their smart phones &
tablets and prefer to browse on the same. They are really impatient as well. Most
marketers put their films on YouTube as soon as they break on television.
Bharti Airtel even launched its broadband campaign; Impatience is the New Life,
first on the net. Sensing the drift in the market Aircel bundled internet into
its service. The pocket internet service helped Aircel enlist better customers
– 2 million of its 30 million customers use the internet service. Johnson &
Johnson has launched a complete skin care range targeting the teens – including
spot treatment gel, face washes, oil control moisturizers and oil control
wipes. In fact, the brand now offers a comprehensive range to deal with various
teenage skin issues—including Daily Care Range, Oil Control Range and Acne
Control Range. Dermalogica is another brand that has focused on teens in a big
way, launching large campaigns toward this segment. The brand’s Clean Start
initiative and products were unveiled in January 2010 with much fanfare,
including free makeovers and gift hampers to young adults and teens during a
Dermalogica-sponsored college student-managed international film festival.
Way Forward
The companies see a huge potential market in the teens’
segment which is still unexplored. The advertising and promotional campaigns targeted
towards teens are only going to increase going forward. A lot of these are
likely to take the digital/ social media route to market.
