The Sydney Morning Herald (free reg.) investigates the net generation which proves cynical towards advertising messages. Cashed-up and brand-conscious, teenagers and young adults born between 1979 and 1994 are heavily involved in family purchases, and the spend money on DVDs, mobile phones, videogames and iPods. Winning their attention is strategic for any advertiser in technology, entertainment and leisure.
Bloggers and blogs’ readers leaving comments on the entries are the ultimate focus group. Adweek (sub. req.) explains U.S. Cellular through G Whiz carried out a market research listening to what potential college-age consumers were saying on their blogs. G WHIZ is a subsidiary of Grey Global Group specialized in targeting the youth segment. The Wall Street Journal also has a (free!) article on this topic.
The news is one month old, but it’s worth reading to better understand the US’ consumer reaction towards wireless marketing. According to a survey by FIND/SVP’s Guideline Research Division the practice (of mobile marketing) is generally considered invasive and undesirable by older generations of consumers. The press release explains that, while the survey indicates a lack of desire for consumers to receive marketing messages through these new methods, early adapters to technology, such as Generation Y, are more likely to be open to this type of contact. Keith Kirkpatrick, a consultant for FIND/SVP commented:“Since Generation Y continues to make up the greater percentage of wireless users who are open to new marketing channels, the acceptance of these methods will increase. This acceptance will give marketers the opportunity to more readily interact with and ‘touch’ their customers since, by the very nature of the device, cell phones are always on and can always receive marketing messages.”
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