Comprehensive slide deck for youth mobile marketing from iLoop.

2. What They’re Doing With Their Phones!
All Subscribers 13-24 Index Youth
Youth Universe
Smartphone 33% 38% 115 17.8M
Feature Phone 67% 62% 92 27M
Use apps 39% 50% 130 23.3M
YOUTH ARE
Use browser 40% 54% 136 25M CLOUD PEOPLE!
Use email 34% 41% 121 19.3M
Use SMS for 27% 44% 163 20.1M SMS BRAND
INTERACTIVITY
marketing ALMOST AS
IMPORTANT AS
Access Social 29% 48% 166 22M SOCIAL
or Blog
Watch TV or 7% 11% 165 5.2M
Video
Total mobile subscribers US: 234M
Total Youth Demo 13-24: 44.8M | Percent of Market in Youth Demo: 19%
Comscore 2 month period ending May 2011

3. Generation Text!

4. Youth Marketing Concepts!
• Two key drivers: the need to belong and the need to be significant
• Content vs. Context:
The king is dead: content | product | technology
Long live the king: context | social | packaging | mobility
• The new consumer (youth) don’t buy things, they buy what things can do for them.
Apply this same concept to your marketing.
ME!
(and my friends)
The Ptolemaic Center of the Universe

5. Making Brand Marketing Relevant to Youth!
More than ever, perception is reality. BUT ALSO, REALITY IS REALITY.
In youth parlance, keep it real.
• You can’t fake cool. Don’t be the “awkward dad trying to be hip”. Don’t look desperate
in your social & new media efforts. Be real, “act your age” and play to your strengths.
• Brands need to think creatively and artistically, youth are attracted to quality
communication that is smart and creative.
• Offer real innovation. They relate to and see themselves as innovators, and aspire in
life to do great things. They relate to innovative brands and marketing (Apple/Google).
• Ease off pushing the brand logo. It’s not about you—it’s about them, and who they
relate with (see Naomi Klein’s No Logo). Your brand is your context, not your content.
• There’s zero tolerance for BS. It’s a brand death sentence for the youth market. Be
honest, transparent, authentic and respectful of their intelligence.
• Don’t be a greedy pig (or be perceived as one). Give back, and when you give back
don’t pay lip service to your efforts to be green, support charities etc. If you present
yourself as a “white hat”, live the altruism and make it a real part of your company/
brand culture.

6. 7 J u l y 2 0 11
mobile marketing discussion
addressing the youth audience
iLoop mobile
Julie Lynn Southard | xbox global consumer
engagement
julielynn.southard@microsoft.com

7. Xbox mobile
• www.xbox.mobi
• 22 versions in 19 countries
• Centrally managed
• Xbox LIVE on Windows Phone
• 19 countries
• Mobile games, avatar, friends, etc
• SMS Outbound campaigns
• Cross-Promotion via Partner Sites
• m.microsoft.com; xbl on wp;
facebook.com/xbox, etc!
We are seeing huge increases in our mobile interaction.
Recently notable!crashing the servers during E3!.
7 7

8. Why my team’s heart
goes pitter pat!

9. Key challenge –
we know what we don’t know!
• ESRB sets the bar high for us.
• We set the bar higher for
ourselves.
! We can’t be sure who is on our site
! Age-gating isn’t enough for us
"!

10. Key Guidelines We Use
Don’t assume that because you
have seen it done, you can do it.
Know your cohorts
PCweb, social, email! What policies are
often have different your partners
standards. following?
Sometimes that sucks...
!but drives innovation
Is this a Requirement or a
Recommendation?
Hold to the highest Assume everyone is
standard. underage
Verify against customer data
when possible.
10

11. Michael J. Becker
North America, Managing Director
Mobile Marketing Association
Michael.becker@mmaglobal.com
408.242.5733
#$%&'()&*+,&-$.(/0&'01!
Michael J. Becker
North America, Managing Director
Mobile Marketing Association
Michael.becker@mmaglobal.com
408.242.5733
Mobile Marketing Association

12. Seven hundred plus (700+) members strong, the MMA’ primary focus is to
establish mobile as an indispensable part or the marketing mix.
The MMA works to promote, educate, measure, guide and protect the mobile
marketing industry worldwide.
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Mobile Marketing Association

13. ! We live in a non-linear world
! Hitting the mark is getting harder
! Think mobile first
! Remember it is about “mobility” – the
“Internet of things”
! The medium matters in the eye of the
marketer
! Understand the regulations
! Have a plan and execute – iteration is key
Mobile Marketing Association

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