The best way to reach young consumers is via mobile marketing:
The youth demographic is more inseparable from its mobile device than any other and is the bread-and-butter of many marketers, though marketing to that segment presents its own unique challenges.
So how are the big retailers out there doing it?
“Some of the most common are getting prominent display of the call-to-action, such as in-program TV placement, getting all the stakeholders to buy in and rising above all the noise,” he said.
“We try to engage young people using different media to get the call-to-action out and to get responses,” Mr. Andersson said. “Using ringtones and videos as lures for the youth segment has been very effective.
“Rich content download is key—the richer the content, the higher the response rate,” he said. “For example, offering full MP3s gets more responses than offering a ringtone download.”