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Marketing to the digerati (teens)

June 9, 2004 By Anne Leave a Comment

Does your kid have a special relationship with Procter & Gamble? If so – to marketers, anyway – there’s method to this madness. Procter & Gamble’s experimental teen marketing unit, Tremor, has established relationships with more than 200,000 teen movers and shakers – “people who operate in multiple social circles and are likely to talk openly [including online, of course] about the products they use,” ClickZ.com reports. The teens like the arrangement because they get free samples and they’re “flattered and excited to be among the first to get a look at the product.” Another marketer, BrandPort, pays teens to watch its ads – $5 for every 10 ads watched (their reactions are part of the deal). In both cases, the idea is to get the young person – who spreads the word via chat, IM, email, blogs, journal sites, etc. – to “engage with the brand.” These extraordinary measures are increasingly needed, advertisers say, because media consumption has changed, and young people not only watch less TV and use the Web more, they multitask, using both or more media simultaneously. Which means they’re slightly distracted in any single medium like TV. Marketing now is more targeted and more assertive, and “viral” online communications have to be part of the media mix, these marketers say. Either scary or simply marketing evolution, depending on one’s point of view – send your anytime via feedback@netfamilynews.org, or post right here.

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Our (DIGITAL) PARENTING BASICS: Safety + Social
NAMLE, the National Association for Media Literacy Education
CASEL.org & the 5 core social-emotional competencies of SEL
Center for Democracy & Technology
Center for Innovative Public Health Research
Childnet International
Committee for Children
Congressional Internet Caucus Academy
ConnectSafely.org
Control Shift: a pivotal book for Internet safety
Crimes Against Children Research Center
Crisis Textline
Cyber Civil Rights Initiative's Revenge Porn Crisis Line
Cyberwise.org
danah boyd's blog and book about networked youth
Disconnected, Carrie James's book on digital ethics
FOSI.org's Good Digital Parenting
The research of Global Kids Online
The Good Project at Harvard's School of Education
If you watch nothing else: "Parenting in a Digital Age" TED Talk by Prof. Sonia Livingstone
The International Bullying Prevention Association
Let Grow Foundation
Making Caring Common
Raising Digital Natives, author Devorah Heitner's site
Renee Hobbs at the Media Education Lab
MediaSmarts.ca
The New Media Literacies
Report of the Aspen Task Force on Learning & the Internet and our guide to Creating Trusted Learning Environments
The Ruler Approach to social-emotional learning (Yale Center for Emotional Intelligence)
Sources of Strength
"Young & Online: Perspectives on life in a digital age" from young people in 26 countries (via UNICEF)
"Youth Safety on a Living Internet": 2010 report of the Online Safety & Technology Working Group (and my post about it)

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