digital marketing to "generation spongebob" (dreammachine kids)
DESCRIPTION
Conference given at Digital Marketing First, Oct 17 2013, Brussels. About the speakers: Gerda Van Damme is Manager and Strategic Planner of Dreammachine. Before working at Dreammachine she was Consumer Marketing Manager at MSN. Her deep knowledge of the online consumer is based upon a large experience with digital and online media since 1995. From 2014 on she will lead the new 'Kids marketing' department at Dreammachine. Gerrit Vandendriessche, specialized in ICT and commercial law, Partner in the law firm Altius. Altius is a leading independent law firm in Belgium.TRANSCRIPT
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 1
Digital Marketing to Generation SpongeBob
Gerda Van Damme – Guido Janssens (Dreammachine)Gerrit Vandendriessche (Altius)
Digital Marketing First, Oct 17 2013
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 2
Topics
• Dreammachine & Dreammachine Kids• Description of the audience: kids• Description of the audience: parents• Importance of kids marketing• Kids on digital media• Usability• Ethical considerations• Legal Framework (Gerrit Vandendriessche - Altius)
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 3
Digital marketing agency
New business unit starting from Jan 2014: Digital Marketing to Kids
ABOUT DREAMMACHINE
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 4
Brands are among the first words children read.
KIDS
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 5
Development: 6 – 8
Brain development
Identify brands
Boys and girls
Not be childish
Between 6 to 8 years old, the left hemisphere of the brain starts to develop more than the right one. It directs itself away from the pure fantasy into the ‘real world’, the child gets an aversion of everything that could be ‘childish’, and girls and boys difference gets more and more evident.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 6
Kids grow old young
At this age we also that kids start to imitate the adult world, the so called ‘Kids Grow Old Young’ – tendency. In the following years of the child’s development, this trend will get more intense. And of course, this intensifies the boy-girl contrast.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 7
Development: 8 – 11
Brand loyalty
Social influence
Neurological growth
• Starting from 8 years, children start really looking at brands, and develop a brand loyalty, which can last until the end of his life. He also starts taking more and more in account the behavior of his friends.
• Approaching 12 years, their brain starts evolving towards the adolescent stage, which will change their life completely. But attention, at this age their attention curve is still much shorter than the curve of an adult.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 8
Technological context
Offline + online
Continuously connected
Devices are everywhere
This generation lives in a completely new technological context. The rate of innovations has doubled during their lifetimes. They are continuously connected, and a complete mix of ‘analog’ and ‘on-line’ objects – such as this ‘monopoly zapped’, combining a classical monopoly with extensions on the Ipad, is standard.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 9
Values
Rules and roles
Peers, friends & family
Self-esteem
Engagement
Fame: “Dreams are just a YouTube video away”
The values of this age group are very different from older and younger children:- First of all, they want to comply to the rules and
know their own role within their group, their family, and so on.
- The acceptance by peers – their friends, their family - is getting the main drive of everything they do
- They want to have success. They see on YouTube that children of their age can have a lot of success and they’re convinced that they can achieve this too.
- And finally they want to pursue global values. Climate change, hunger, equal rights are hot topics for them.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 10
Content
RACECARS
FUTURE
PAST
BOYS & GIRLS
FAMILY
HUMOR
TABOO, SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 11
Fear, love and hope
PARENTS
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 12
Anxious parents
ANXIETY TO BE BAD PARENTS
RISK SOCIETY
TOTAL CONTROLPARENTS ARE FRIENDS
STUDY PRESSUREDEMANDING KIDS
MOBILE KIDS
Parents of this generation of parents have fear that their children are not sleeping right or developing right. They see risks everywhere. On the other hand, they don’t want to be authoritarian , they see their children as their friends. But in the same time they are obsessed and demanding with academic education.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 13
Most active and lasting bindings to a brand are established before the age of 16.
IMPORTANCE
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 14
Importance
Influence kids-related goods
Influence family purchases
Pester power
Website choices
Research has proven that the age of the children influences which sites their mother visit, to stick with the main interests of their family (IAB).
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 15
Kids expect digital media to entertain them.
KIDS ON DIGITAL MEDIA
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 16
What do they do?
• Search• Play• Socialize• Watch video / listen to music• Shop• Read magazines
Shift from offline toys towards online ‘toys’ (games and communities) around the age of 6-8.
At home, out of sight. Online = babysitter.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 17
Kids and online ads
• Banner blindness grows with online experience• Until 8-9: literal interpretation.• 9+: marketing should be entertaining.• Hot mediums for kids are TV and online
How?• Feel only addessed when “it’s for me”.• Personalize!• Give control• Complexity, magic, exageration, coolness• Heroes & characters
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 18
Games
They guarantee:• Interaction with your brand• Fun & positive exposure of your brand• Repetition of exposure • Long attention towards your brand
Address the child in an adapted way:• Put the child central• Reward him as often as you can• Let him win as many easy levels as possible• Let him compete with his pears
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 19
Education
Kids and parents use Online for education• For flemish kids, Google is as important as
parents for getting information (De Standaard, 16/10/2013)
• Websites like brainchild.com, and countless apps tap repeatedly into the parents educational obsession
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 20
Kids social Media
There are a lot of social network sites for children. Most of them are dependent of an off-line brand.Some of them direct themselves to a subgroup, like Barbie, some of them have a wider audience, like Club Pinguin, which is part of Disney.Most of them offer a combination of chat and other communication tools with games.
This type of sites target the children as well as their parents:- The children themselves, which have to make a
simple profile- Via their parents, who have to make a profile to
approve the subscription of their child. They then dispose of a kind of parental control board in which they can follow their children.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 21
Adults social Media
There is an enormous amount of children beneath 13 on adult social media such as Facebook – 13 is the official minimum age for Facebook.They disguised themselves with a false age (remember ‘Kids grow old Young’), mostly with an agreement of their parents. They are very difficult to target because of their false age but you can find loads of them on fan pages like Spongebob – with 44 million fans, or fanpages for toys for small children.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 22
Social Media
The growth of kids participation in social media has been enormous from 2007 until 2011, but now we see that the last years adherence of children in general is diminishing, in favor of several types of instant messaging.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 23
“I don’t know where I can go on this website.”
USABILITY
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 24
Get the basics right
Children (Ages 3-12 Years)
on the Web, 3rd ed.
By R. Budiu and Jakob Nielsen
If the usability broken for adults, the site won’t work for kids.
But... Usability research is outdated by definition.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 25
4 basic usability rules
Kids are NOT technically savvy
Kids want instant gratification
Kids want to see tailored content
You will be punished for bad usability
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Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 26
Analysis of an example...
Benetton Kids CommunityIn 2012 Benetton has launched an online hub ‘Benetton Kids Community’, dedicated to and aimed at digital-savvy kids and their parents.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 27
Confusion...
Video: see next slide
What we see is that the boy needs about 3 minutes to find the first game. So what went wrong?
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 28
4 usability axioms
Kids are NOT tech savvy1
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 29
Show users where you are in the website structure
Website header is different at each visit of the homepage: leads to confusion.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 30
Have clear real-life illustrations with call-to-actions.
For call to actions, children need clear real-life illustrations.At the left button, you see a link to recipes, but they are illustrated with flowers, birds and snails instead of cooking devices.Superman doesn’t lead to a game, but to color plates. It should at least show a pencil on top.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 31
Text should be > 14 (12) pt and well contrasted
• All text is very small • Some text is written white on yellow • Navigation texts are as small
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 32
4 usability axioms
instant gratification2
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 33
Children will always chose ‘PLAY’
Kids will never click on ‘how to play’, but immediately on ‘play’. The instructions should be behind the play button during the game.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 34
‘Fatal error’
Here we see the path you have to go through to get to the nearest game in the site. After a whole quest to gets to the games section, the child gets on a page saying ‘no plugin installed’. There is no gratification at all, this gives a very negative brand image towards the child. Note: on this computer the latest version of Flash and Java where both installed. No plugin download was proposed either.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 35
4 usability axioms
show tailored content3
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 36
Separate content for different target users. Make it clear where to go.
for preschoolers for parents (sign up)
for parents (pdf)
Intended for kids
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 37
“Not for me”
You should avoid the ‘not for me’-experience. The videos are for preschoolers, while the games are rather for elder kids. When a child clicks on ‘how it works’, he gets an adult-layouted page with an ‘adult’ text.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 38
“For me?” Avoid pdf.
Avoid pdf where possible. It’s a technical environment the children do not know.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 39
4 usability axioms
if not... you will be punished4
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 40
Result: mainly appealing to mothers
For example, in the Benneton community we see at the picture gallery that the real audience are mothers of preschoolers and that the rest of the audience almost doesn’t participate in the website.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 41
So think before you start!
Kids are NOT technically savvy
Kids want instant gratification
Kids want to see tailored content
You will be punished for bad usability
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3
4
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 42
“A magazine is an iPad that doesn’t work” – 1 year old baby.
ETHICAL CONSIDERATIONS
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 43
‘Compensation marketing’
• Ad awareness?• ‘Unhealthy’ food marketing• “Reprogramming” of the
child’s brain• Loss of real social contact• Loss of ‘essential
capacities’• Unhealthy lifestyle (inside,
sitting)• Violent games• Web unsafety
• Sector agreements: Codes of conduct
• Brands inciting to play outside, have ‘unplugged’ experiences
• Brands stimulating to play together
• Brands teaching about healthy food, etc.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 44
Legal issues of kids marketing
Gerrit VandendriesschePartner at ALTIUS lawyersBrussels
LEGAL ISSUES
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 45
Legal checklist
In our series of
conferences about
on-line kids
marketing, a
conference by Gerrit
Vandendriessche is
foreseen on February
6, 2014.
• Which child?• Data protection• Direct marketing• No misleading advertising• No agressive advertising• Promotional games • Sector specific laws• Sector specific codes of conduct
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 46
Legal conference
This conference,
organized by
Dreammachine Kids,
will be given by Gerrit
Vandendriessche on
February 6, 2014 in
the offices from Altius
(Tour & Taxis)
“Legal issues of digital marketing towards children: what you might do as a parent but cannot do as an advertiser.”• This seminar will present the most common legal
issues when engaging in digital marketing towards children.
• It will deal with– the processing of the data of children,– how you can engage in direct marketing towards children,– which advertising claims are not allowed when interfacing
with children,– how on-line promotional games for children can be
organized, etc.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 12 april 2023 Dreammachine presentation, p. 47
Subscribe for our free whitepapers and ask your invitations to our more in depth seminars by sending an e-mail to [email protected]. Seats are limited!
Free 2 hour conferences will be given from December to April in Brussels or Jumet (Charleroi Nord) about the following subjects :
Usability for kids: what every advertiser should be aware of.
Legal issues of digital marketing towards children: what you might do as a parent but cannot do as an advertiser.
Generation SpongeBob: let your digital marketing strategy tap into this generation’s characteristics and digital media consumption.
Digital trends for advertisers to kids: 2014 trends and cases.
Do you have digital marketing projects or do you need guidance for your digital marketing strategy? Ask for a meeting! 010/86 12 42, [email protected].
CLOSURE
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Charleroi
Brussels
Charleroi
Charleroi
Dec 19th 2014
Feb 6th 2014
Feb 27th 2014
April 3rd 2014