Youth marketing is not a separate concept, but instead should be as creative as brand communication for any other TG, said Anuradha Aggarwal, Senior VP, Brand Communication Insights, Vodafone India, adding that youth marketing is no different from general marketing. Thus, while targeting the youth, marketers should be focussed on knowing their TG well and plan accordingly.
According to Aggarwal, marketing is in one of its most exciting phases as a number of marketers and brands are going out of their way to engage the TG. Media such as digital and social are targeted immensely. Different marketing strategies are being exercised, which involve new age media such as mobile.
Vodafone is known largely for its ZooZoo campaign, which became an instant hit with the audiences across all age groups. The brand has also been very active on digital and has used the medium well as an extension.
Aggarwal shared her views at a round table on ‘What Youth Want’, organised by IMPACT magazine.
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