When Targeting Youth, Focus on Technology, Family

I attended a Direct Marketing Club of New York luncheon last week-sponsored by American Student List — and the speaker’s topic was “Trends in Youth Marketing-The Net Generation.”

I attended a Direct Marketing Club of New York luncheon last week-sponsored by American Student List — and the speaker’s topic was “Trends in Youth Marketing-The Net Generation.”

According to the speaker, youth industry analyst Sara Laor, there are more people in the United States aged 30 and younger than there are Baby Boomers. They grew up and are immersed in a digital and Internet-driven world. They blog, turn to Facebook and MySpace for social networking, and often prefer mobile messaging to e-mail. With their spending power they are key to anyone in marketing and advertising.

As a result, Laor offered several ways to successfully market to this group. Three highlights included:

1. Be family oriented. “Family is a huge topic for youth,” said Laor. “They love their families.” As a result, Laor said that when marketers are targeting the youth market, “make sure your marketing has a warm, fuzzy, family feel,” she said. “Market to parents, siblings, the whole household, as well as target with a family-related offer,” she said.

2. Think culture versus ethnicity. “This group knows who they are and are comfortable in their role,” Laor said. “Market to their ethnicity when marketing to youth, but don’t make it stereotypical–make it about culture and passion.”

3. Target them and ask them for information. “This group wants to be targeted to, and are willing to opt-in as long as they get something in return,” Laor said.

Author: Melissa Campanelli

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

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