3. How to download the slides…
www.MobileYouthReport.com/101
Graham Brown
mobileYouth
4. Youth don’t wake up thinking about
your brands anymore
#33
Graham Brown
mobileYouth
5. Youth Attention
Price 1970
Youth Attention
Price 1990
Youth Attention
Price 2010
The rising cost of youth attention
As demand for youth attention increases
(multiple media channels, increasing
number of messages) and supply (24hrs a
day) remain fixed, the price increases
exponentially
Supplyof
attention
Demand
1970
Demand
1990
Demand
2010
#34
You
are
Here
Graham Brown
mobileYouth
6. Everywhere, youth attention is in demand
When they stop paying attention
We turn up the volume
We find new ways to interrupt them
and they new ways to ignore us
In this evolutionary attention race
everyone loses, except the creative agencies
Graham Brown
mobileYouth
7. There are many reasons why a whole generation is growing up
distrusting the validity of mainstream media
Graham Brown
mobileYouth
9. You can’t buy youth trust and attention anymore
…you have to earn it
#36
Graham Brown
mobileYouth
10. Attention is just an invitation not the end game
It’s an invitation to create context and meaning
It’s an invitation to help them connect
not the meaning itself
Graham Brown
mobileYouth
11. Brands aren’t defined by
marketing departments but by
everyday conversations
between customers.
Marketing departments can
provide customers with the tools
to help them do this but can’t
control the outcomes
#37
Graham Brown
mobileYouth
12. #38 Advertising agencies aren’t dead
…but the ad model is
The whole model was built in an era when
youth trust and attention were abundant
We’ve moved on but we are still selling
clients on the “big idea” except this time it’s
Big Idea v2.0 – new media but business as usual
Graham Brown
mobileYouth
13. Agencies have little meaningful
control over the touch points that
happen on a daily basis between
youth and the brand
Single Touchpoint Multiple
touchpoints
#39
Graham Brown
mobileYouth
14. Youth media habits and lifestyles today
are so diverse that a brand alone
cannot stay relevant through
a centralized model of control
Relevance means letting youth
take control of the conversation
#40
Graham Brown
mobileYouth
15. We live in an Age of Discovery
where brands are defined not by
and features agencies accentuate
but by what youth can discover
and how brands facilitate
that process
what marketers say
#41
Graham Brown
mobileYouth
16. Youth mobile app usage is a social process
Youth are more likely to use mobile apps when together
Discovery, too, is often a shared process
Graham Brown
mobileYouth
17. Advertising used to fulfil a key social function – to
create social currency. Ads created
conversations. Ads set trends and shaped opinion.
#42
Graham Brown
mobileYouth
18. Today, brand awareness or “top of mind”
research means nothing.
When was the last time you bought a Cadillac?
#43
Graham Brown
mobileYouth
19. Advertising has become like sex
…only losers are paying for it
#44
Graham Brown
mobileYouth
20. What youth say is
now more important
than what
advertising agencies
say
#45
Graham Brown
mobileYouth
21. Customers are the best educators,
best service center, product developers
marketers and sales force
You just need to give them the right tools
#46
Graham Brown
mobileYouth
22. Every youth with a mobile phone is a potential advertiser,
journalist, opinion former, critic, fan, customer service center
or brand manager
#47
Graham Brown
mobileYouth
23. How to download the slides…
www.MobileYouthReport.com/101
Graham Brown
mobileYouth
24. Kill your campaign#48
Advertising is so removed from the core business
objectives that a brand can win awards for a
campaign but still fail as a business
Graham Brown
mobileYouth
25. Your Ideal Media Strategy:
Pay Less Earn More
#49
Graham Brown
mobileYouth
26. Paid vs Earned Media
Paid Media Earned Media
Approach Media buy Lines of influence
Tactics Celebrity, big idea,
sponsorship
Co-creation, fanspotting,
youthsourcing
Impact Short spike Long term organic
Spread 100% of market 10% beachhead
Measure Awareness, top of mind Recommendation & EMIs
Engagement Like the brand Love the brand
Decision process Which media to buy? Which fans to engage?
Graham Brown
mobileYouth
27. Graham Brown
mobileYouth
Since 2001, mobileYouth
has been helping
companies build bridges
with the youth market.
Graham is a regular
industry commentator on
youth media and marketing
and has appeared on CNN,
CNBC and in the FT, WSJ
and Sunday Times
Graham Brown
mobileYouth
28. How to download the slides…
www.MobileYouthReport.com/101
Graham Brown
mobileYouth