When I first started this blog in 2012 as part of an assignment in West Virginia University’s Integrated Marketing Communications (IMC) program, the biggest challenge wasn’t the assigned topic (the role of emerging media in today’s world).
The biggest challenge was finding a name that reflected this ever-changing age of transition where there are countless ways to spread and share information and speed is valued more than accuracy. Audiences are growing and changing, markets are shifting and technology is transforming how we communicate. These constantly moving targets led to the name of this blog.
I can safely say a year and a half later the name is still appropriate (whew), and looking ahead into the next five to 10 years, it has potential staying power. Why? Because teens are the barometer of change, and they decide what is cool and when. They also make up a consumer segment with significant spending power – up to $819 billion, according to research from TRU Insights.
These young consumers are always connected and social media carries a strong influence over their purchase decisions. Recent market research from Piper Jaffray’s “Taking Stock with Teens” project found that while Facebook and YouTube are still their top social media destinations, usage has waned over the past year and other platforms – Reddit, Twitter, Snapchat, Vine and 4chan – are growing in popularity.
For marketers striving to reach teens, this information shows that another target is on the move. How will you adapt your digital marketing strategy to reach them?
- Marketing to teens and Millennials: How to turn social consumers into change makers | International Business Times
- Marketing to teens? What you need to know about Tumblr | Entrepreneur
- Marketing to today’s teens: The same but different | Chief Marketer