Search Marketing Blog
Shop.org Conveys the Importance of Connecting to Teen Communities
Posted by Sean McMahon on 09.17.2008In an article titled ‘Social, mobile lead engagement for generation Y: Shop.org keynote’, DMNews provided a recap of the keynote presentation delivered by Don Tapscott, author of Wikinomics, at the Shop.org Annual Summit taking place during the past couple of days in Las Vegas. The real-insight to be gleaned from this keynote address is the fact that today’s teenager is mobile, and connected to social networks, which means that in order to reach this lucrative demographic, savvy marketers today need to create content that allows for multitasking.
Don Tapscott points-out that content created specifically for multitasking via social media, mobile phones, and/or RSS feeds is rapidly becoming the default means of connecting with the teenage market, displacing traditional channels such as broadcast media and print.
It’s also important to realize that today’s teen market represents a massive audience with enormous buying-power. In this same article, DM News reveals that the current teenage generation consists of more than 80 million consumers in the United States, and an incredible 750 million in India.
Tapscott’s keynote also focused on the fact that the consumption of culture has changed how the youth today thinks, and that brands need to be established in the online communities that connect with this market.
Here at EngineWorks, we are seeing the importance of creating a presence within social networks for several of our clients, especially teenager-focused entities such as a designer fashion retailer and an entertainment publishing company.
