duke greenhill partners - youth mobile marketing

What They’re Doing With Their Phones!

All Subscribers 13-24 Youth

Index Youth Universe

Smartphone 33% 38% 115 17.8M

Feature Phone 67% 62% 92 27M

Use apps 39% 50% 130 23.3M

Use browser 40% 54% 136 25M

Use email 34% 41% 121 19.3M

Use SMS for marketing

27% 44% 163 20.1M

Access Social or Blog

29% 48% 166 22M

Watch TV or Video

7% 11% 165 5.2M

Total mobile subscribers US: 234M Total Youth Demo 13-24: 44.8M | Percent of Market in Youth Demo: 19% Comscore 2 month period ending May 2011

YOUTH ARE CLOUD PEOPLE!

SMS BRAND INTERACTIVITY ALMOST AS IMPORTANT AS SOCIAL

Generation Text!

Youth Marketing Concepts!

•  Two key drivers: the need to belong and the need to be significant

•  Content vs. Context:

The king is dead: content | product | technology

Long live the king: context | social | packaging | mobility

The Ptolemaic Center of the Universe

•  The new consumer (youth) don’t buy things, they buy what things can do for them. Apply this same concept to your marketing.

ME! (and my friends)

Making Brand Marketing Relevant to Youth!

•  You can’t fake cool. Don’t be the “awkward dad trying to be hip”. Don’t look desperate in your social & new media efforts. Be real, “act your age” and play to your strengths.

•  Brands need to think creatively and artistically, youth are attracted to quality communication that is smart and creative.

•  Offer real innovation. They relate to and see themselves as innovators, and aspire in life to do great things. They relate to innovative brands and marketing (Apple/Google).

•  Ease off pushing the brand logo. It’s not about you—it’s about them, and who they relate with (see Naomi Klein’s No Logo). Your brand is your context, not your content.

•  There’s zero tolerance for BS. It’s a brand death sentence for the youth market. Be honest, transparent, authentic and respectful of their intelligence.

•  Don’t be a greedy pig (or be perceived as one). Give back, and when you give back don’t pay lip service to your efforts to be green, support charities etc. If you present yourself as a “white hat”, live the altruism and make it a real part of your company/brand culture.

More than ever, perception is reality. BUT ALSO, REALITY IS REALITY.

In youth parlance, keep it real.

mobile marketing discussion addressing the youth audience

iLoop mobile Julie Lynn Southard | xbox global consumer

engagement julielynn.southard@microsoft.com

7 Ju ly 2011

7

Xbox mobile

• www.xbox.mobi •  22 versions in 19 countries •  Centrally managed

• Xbox LIVE on Windows Phone •  19 countries •  Mobile games, avatar, friends, etc

• SMS Outbound campaigns • Cross-Promotion via Partner Sites

•  m.microsoft.com; xbl on wp; facebook.com/xbox, etc!

7

We are seeing huge increases in our mobile interaction. Recently notable!crashing the servers during E3!.

Why my team’s heart goes pitter pat!

Key challenge – we know what we don’t know!

•  ESRB sets the bar high for us. •  We set the bar higher for

ourselves. !  We can’t be sure who is on our site !  Age-gating isn’t enough for us

"!

10

Key Guidelines We Use

Is this a Requirement or a Recommendation?

Know your cohorts Don’t assume that because you have seen it done, you can do it.

What policies are your partners following?

PCweb, social, email!often have different standards.

Hold to the highest standard.

Sometimes that sucks...!but drives innovation

Assume everyone is underage

Verify against customer data when possible.

Mobile Marketing Association

Michael J. Becker North America, Managing Director Mobile Marketing Association Michael.becker@mmaglobal.com 408.242.5733

#$%&'()&*+,&-$.(/0&'01!Michael J. Becker North America, Managing Director Mobile Marketing Association Michael.becker@mmaglobal.com 408.242.5733

Mobile Marketing Association

Seven hundred plus (700+) members strong, the MMA’ primary focus is to establish mobile as an indispensable part or the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide.

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Mobile Marketing Association

! We live in a non-linear world ! Hitting the mark is getting harder ! Think mobile first ! Remember it is about “mobility” – the

“Internet of things” ! The medium matters in the eye of the

marketer ! Understand the regulations ! Have a plan and execute – iteration is key

Mobile Marketing Association

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