Tyler Reed, creative strategist at Younique, connects his clients (big brands in South Africa) with the youth market online and on mobile. At just 20 years old, he's not just talking the talk - he's part of the community he represents, so his opinion and thoughts have value.
Technology is part of our lifestyle. Things happen in weeks, days, hours, minutes. Technology is the pillar that drives change - without it, we wouldn't have cellphones, internet, Facebook or MXit. Technology has made our world stateless, shattering traditional borders. This opens doors to experimental forms of communication and allows the marketplace to constantly adapt and innovate.
Tyler believes that the youth market has adapted to small screens. And it's not just about placing ads. It's about IPTV and new technologies. iPod, PSP and mobile screens are playing full movies via ripped DVDs and the kids don't mind the size shift. They embrace the adjust the alternative format in favour of mobility and entertainment. Don't be afraid of marketing on a small screen!
A mobile phone has become the 21st century kid's Swiss Army Knife. It's a PC, a connection to the web, a chatroom, a camera, a video camera, a portable music centre. All happening at the same time. Tyler refers to Rafiq's mention of continuous partial attention, which he describes as efficient multitasking; doing things while other things are loading. Using multiple devices at the same time comes naturally. And there are older people doing it to. It's a mindset.
Any questions? Info is accessible. Kids aren't too worried about knowing anything because we live in an age where you can Google it or Wikipedia it. The info is on tap and always available wherever you are, via web or mobile.
Seth Godin said, "I don't want to receive email. I want to receive me-mail". Tyler would rather market to 1 000 people that have a mindset that matches your message or intended action than 10 000 who might sort've kind of get it.
15mb is the new 15 seconds. Young digital citizens can produce and consume at the same time. It's about what I want, when I want it. It's about doing things and using things that put me in the centre, while putting my friends around me. Even by standing in front of us right now, Tyler is making his world about him at the centre. It's me, me, me. It's not one to many, but many to one.
The youth's economy is more about (1) time and (2) attention rather than cash. Will it grab their attention and is it worth their time? They're doing you a favour by spending time looking or reading or watching whatever it is you're pushing their way. Brands should always remember that kids have (and are always ready to make use of) choices.
Engaging kids today might turn into real revenue down the line for your brand, when they graduate from varsity as doctors, lawyers, entrepreneurs.
Think about the following when trying to engage the youth:
- Quick, cheap and easy
- Market through multiple channels: above the line, mobile, internet, Facebook. Have a finger in each pie.
- Be a friend, make us belong
- Don't try be cool
- Be entertaining and interactive
- Don't push, let me pull
Waited for the disco ball, didn't happen. Next time, Tyler!
