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Ce rapport réalisé par le groupe de réflexion « Next Great Thing » établit les tendances de consommation chez les jeunes. Entre la participation, les communautés de consommateurs, l’évolution du langage, les réseaux sociaux pour les plus jeunes, la croissance de la publicité dans les jeux-vidéos, ce que je retiens de ce rapport, c’est le point sur l’engagement, qui serait le futur du marketing. Ce rapport survole plusieurs points très intéressants. Libre à nous de les exploiter plus en profondeur, mais ce sont des faits qu’il faut évidemment garder en ligne de mire.

Morceaux choisis :

Experience. Youth crave experiences as part of their content consumption, and they areactively seeking this through �??off-deck�?� social experience destinations that are based arounduser-generated media.

Participation. Creativity is a status symbol for today�??s youth, and they want to share it with the world.

Innovation. Wireless products and services are rapidly evolving from an information conduit to the multimedia, entertainment, and communications vehicle of choice.

Customer Managed Relationship (CMR). Youth have shifted the balance of power from media and information providers directly to consumers, and brands are now being forced to provide youth with the tools they need to manage their product relationships.

Relationships are built when people spend time together. The same can be applied to marketing; the onlydifference is that one of those �??people�?? is the brand. If we can measure how long someone is engaged with a company�??s advertising, then we can start to get a handle on how well its branding is working. If it runs 30 different 30-second spots online, that is a possible 900 seconds that a consumer could spend with the brand

Pour télécharger l’intégralité de ce rapport, cliquez ICI . ^^

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