From Wikipedia, the free encyclopedia
Youth Marketing is a term used in the
marketing and advertising industry to describe
activities to communicate with young people, typically
in the age range of 12-34. More specifically, there is
the
Tween Marketing, targeting people in the 8 to 12
year-old range,
Teen Marketing, targeting people age 13 to 19,
College Marketing, targeting college-age consumers,
typically ages 18 - 21, Young Adult Marketing, targeting
young professionals, typically ages 22 and above.
The youth market is critical because of the
demographic's buying power and its members' influence on
the spending of family members. In addition,
teens and
young adults often set trends that are adopted by
other demographic groups.
Reaching the market
The youth market is viewed as a difficult group to
connect with and sell to, based on the fragmented media
landscape and young people's keen ability to identify
and reject marketing messages that lack credibility.
Nonetheless, many brands market to youth by offering
relevant products and services while communicating a
brand message in an appropriate voice and tone.
Successful brands marketing to youth have a foundation
in or association with key interests and drivers among
youth: music, sports, fashion, video gaming and
technology, among others.
While frowned upon for preteens and younger teens,
another common way advertisers target the older youth
market is through
product placement. Product placement occurs when a
brand name product appears in an medium not necessarily
related to the product itself. Companies often pay for
their products to be placed in a movie or on a
television show. This act, while not an overt form of
advertising, seeks to target youth in a subtle manner.
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Youth marketing strategies commonly include
television advertising, magazine advertising and online
marketing. Today young people expect to be able to learn
about, interact and be entertained by with brands or
services targeting them online. Other common youth
marketing tactics include
entertainment marketing, music marketing,
sports marketing,
event marketing,
viral marketing, school and college programs,
product sampling and influencer marketing.
Examples of brands embraced by youth and used as
examples in marketing cases are:
Vans Footwear, it used youth marketing tactics to
grow from a niche sneaker brand to a successful
international business and
Mountain Dew, a well known
soft drink brand that expanded market share through
youth marketing tatics in the 1990s.
