3 Articles Worth Reading About…
Title: Are Young Adults Really Brand- Resistant?
Summary: This article discusses the importance of word of mouth advertising among college students and teens. In terms of brand engagement, the article states that 28% of respondents have discussed a brand on a forum in the past month and another 19% have posted brand-related content via personal homepages/social networking websites. All in all, it seems that the article is telling us that marketers should be looking to reach-out to 18-24 year-olds by less traditional methods to get them talking.
Link: http://www.emarketer.com/Article.aspx?id…
Title: College Student and Teen Web Tastes
Summary: This article discusses how online consumer behavior habits are formed early. Based on a survey, teen girls and college women listed six sites in common with one another, leading marketers to believe that the types of sites girls visit early on as teenagers, are less likely to change– at least in the beginnings of their adulthood. And, while respondents did not rank their sites in the same fashion, they both seek very similar content despite ages differences.
Link: http://www.emarketer.com/Article.aspx?id…
Title: Multicultural Marketing Hot, Success Not
Summary: The growth of the multicultural segment increasing steadily, so has their influential power. More than three-quarters of US marketers surveyed in August 2008 had multicultural marketing programs (MCM), but only 45% of those respondents said they were happy with the results of their MCM iniatives. There are several tactics marketers have used to target other racial groups, including: narrowcasting, mainstreaming, and the translation approach and so far none of the tactics currently being used have shown to be more effective than the other.
Link: http://www.emarketer.com/Article.aspx?id…