using digital marketing to target the youth market

Digital marketing & the youth market

By Gavin Llewellyn

Introduction

Gavin LlewellynDigital Marketing and the Youth Market

The youth market• Highly active • Engaged in social networking• Connecting through mobile

Key areas for improvement• Facebook• Mobile

Facebook


A huge online presence• The UK’s #1 social network

• Approx. 15 million users between 14-21 years old

• Over 1/3 of young consumers have become a fan of at least one brand or company on Facebook

• Target consumers in a way that doesn’t ‘push’ the brand but involves them


Facebook addresses – not URLs!

Companies are increasingly promoting their Facebook

addresses in place of website URLs


Improvements

What is the Facebook

page about?

Keep fans in the Facebook

‘zone’

Be SUPER creative

Integrate – and grow


The raison d’etre

There needs to be a clear reason for why

the Facebook page exists.

Why should users hit the ‘like’ button?


The Facebook ‘zone’

Fans don’t want to be sent away from

Facebook to an external site.

Keep it all ‘in system’.


The Facebook ‘zone’

Some excellent examples – both big

brand small companies


Be SUPER creative!

Dominos has a super creative contest,

tied to a charity and encourages fans to

share with friends!


Integrate and grow

Ensure cross-promotion with:• Email• Advertisements• Point-of-sale• Social media

• Introduce the ‘like’ button elsewhere


Integrate and grow

A good Facebook ad will:• Give users a good reason to click• Doesn’t drive people outside of Facebook• Advertise to friends of friends• Tested and updated constantly to ensure

it always appears fresh and new to users

• Facebook ads often tell a user who else they know is a fan of a page


Key achievements

IncreaseNumber of

‘likes’

Improveinteraction

Increase Consumerfeedback


Quality > quantity

Only quality posts will lead to an

increase in impressions, clicks and

ultimately conversions


Interaction

Use a variety of methods to encourage people to interact on Facebook:

Polls Contests Q&A Apps Videos


Benefits to Greggs

Brandawareness

Increasedloyalty

ReferralsIncreasedSales


Mobile marketing

A key digital objective of Greggs is to develop a smartphone loyalty programme• Number of smartphones is on the rise• Mobile is ubiquitous – it’s always on!• Location-based marketing

• FourSquare• Facebook Places• Gowalla


Improvements

Digitalloyaltycard

QR Codes

Smartphoneapp

Thefuture

Mobilewebsite


Mobile website

Keep it SIMPLE!• Contact information• Directions• Opening hours• Special deals


Smartphone app

Gregg’s Bakery

Encourage interaction with games• Bakery game and / or recipe app• Prize incentives for monthly high score• Have your recipe made in store


Smartphone app

Mobile apps such as Bakery Story allow users to

play games with friends and share scores, photos

and buy online money and tokens


Smartphone app

An app based around recipe ideas, health

tips and multi-media information may

appeal to an older demographic


Digital loyalty card

Create a mobile

loyalty programme

by integrating with

FourSquare


QR Codes – offline - onlineSimple, easy to generate barcodes that take mobile users

to a mobile optimised site or app


The future - Augmented reality

See deals,

offers and

prices in real-

time via your

smartphone

screen!


Key achievements

Improvedloyalty

Increasedtargeted

web traffic

Campaignintegration


Benefits to Greggs

Return oninvestment

Word-ofmouth

Increasedsales


Summary

Facebook & mobile are areas of growth

Build onexisting

Facebookpresence

Mobile willgrow in

importance


Thank you for viewing!

What are your digital thoughts and ideas to

target the youth market?

using digital marketing to target the youth market

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