Digital David

15 lesjes in jongerencommunicatie

Eerder postte ik de “50 jongerentrends voor 2011 in 343 slides”. En dat waren 343 inspirerende slides. De afgelopen week heb ik de tijd genomen om er rustig doorheen gegaan en hieronder vind je de 15 quotes/passages die me het meest hebben geïnspireerd. Om uiteenlopende redenen kan ik hier in mijn dagelijkse werk concreet iets mee.

1. We’re at a stage now where many brands are pulling back from “mobile” marketing in Japan and looking at a more integrated media approach. Mobile as a standalone marketing channel is old news here in Japan. Brands are focused more on ways mobile can support all the other channels and make them more effective. - Kenichi Nakaya - Trimtab
2. We have grown to selling content -  some narrative about the brand that our agency dreams up. We have now to start thinking about context - how that brand helps customers connect with each other.
3. Don’t sell T-shirts. Sell a community. Give everyone a voice. - Threadless.com
4. Content is easy to source and unlimited to supply. We need to focus on context, because relationships are valued limited by nature. The best brands today are also the best context creators.
5. Let’s start with the assumption that they don’t care about us and we have no place in their world or conversations. Once we appreciate this position we then have to ask “how do we become relevant?”.
6. Without a specific reason for the consumer to behave, without a reward or benefit, the overwhelmed consumer will refuse. - Seth Godin
7. In the era of many-to-many…think small. Think about how much our lives are driven by peer recommendation these days; from choosing a bar or restaurant to book, car or even diapers or vacation. We leave nothing to chance.
8. The most influential media for 16-24 year olds is other 16-24 year olds.
9. Advocacy can be simply measured by asking “would you recommend this brand/product to a friend?”.
10. Loyalty is a social process, not an event or programme. Youth are constantly talking to each other about your competitors. You can’t stop them thinking about leaving, but you can be there when they do.
11. We need to be where it counts - in the real world and face to face. We need to be first on campuses, in malls and in the street and, only then, online supported by a permission asset.
12. Young people aren’t loyal to brands. You don’t have young people saying “I love Maxis” or “I love Nokia”. That happens only in the minds of brand managers. Young people are loyal to what these brands do. You find a strong affiliation to the projects these brands create.
13. Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t. - Seth Godin
14. In youth marketing, playing it safe is the riskiest thing you can do.
15. Brand success in the era of many-to-many isn’t the result of choices in media, but choices in mindset.