The youth is as dynamic as data, say experts
Youth mktg remains the primary focus & also a challenge for brands in a multi-screen era. Innovation, interaction, content & risk-taking can be crucial for brands to engage the youth, say experts
They are dynamic, confident, cool and unconventional. They are redefining the rules of the game. Everybody is trying to decode the nature of youth and create strategies that are relevant and engaging for them. Today, youth is the primary focus for every brand and they want to connect with them through various platforms. People are multi-tasking with screens and they are learning to be much more adaptive. However, there are challenges of connecting with the Millennials in a multi-screen era.
Sudha Natrajan, Founder Director, TMC feels that this generation is very honest and down-to-earth. She noted, “They have a fair sense of right and wrong and are extremely balanced. Their brains are developing faster with all the stimuli around and the attention span is increasing with each and every vertical that they are delving into.”
The youth is extremely dynamic and it is difficult to engage them for a long period of time. According to Aditya Swamy, EVP and Business Head, MTV India, the youth is not really married to one identity or one brand. It is important for brands to become risk-lovers to become successful. They should have more appetite for risk to become more relevant for the youth.
Content plays a very important role for the youth and they will only pay attention if the content is engaging. “It is important to create things that are relevant for each target audience. Hence, it is important to create meaningful content which people like to talk about and share further. It is also important to note that same message across screens won’t work,” said Rahul Taneja, BU Head, Phillips India.
Brands have started creating innovative formats to engage with the youth. According to Shubhodip Pal, CMO, Micromax, there is no single formula that fits all. It’s the way they multitask and use content to their advantage. The youth is as dynamic as data.
Sandeep Aurora, Director-Marketing, Intel South Asia, believes that devices are just extensions. It is important to note the time spent on each screen. He explains that one can learn a lot by talking to the youth, and beyond a point one cannot research.
Experts also believe that with the advent of multi-screens, there is need for content modification to maximise impact.
The speakers were expressing their views at the Pitch Youth Marketing Summit and Awards, 2013, held in Delhi on December 18. The session was moderated by Shiv Bhaskar Dravid, Founder, Views Paper.
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