1) The document provides guidance on how to use the mobileYouth report to understand today's youth market and make changes to marketing, research, and product development.
2) It recommends determining what needs to change at the organizational level to make marketing more effective and how to change marketing, research, and product development approaches.
3) Readers are also advised to identify which customer segments or "Beachheads" to target and create a profile outline of the targeted segments.
4) Finally, the document suggests measuring product portfolios against segment profiles and testing hypotheses through ethnographic research before coordinating cross-departmental projects.
Original Description:
Original Title
MobileYouth :Insights Into Youth Mobile Trends and Mobile Behavior
1) The document provides guidance on how to use the mobileYouth report to understand today's youth market and make changes to marketing, research, and product development.
2) It recommends determining what needs to change at the organizational level to make marketing more effective and how to change marketing, research, and product development approaches.
3) Readers are also advised to identify which customer segments or "Beachheads" to target and create a profile outline of the targeted segments.
4) Finally, the document suggests measuring product portfolios against segment profiles and testing hypotheses through ethnographic research before coordinating cross-departmental projects.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
1) The document provides guidance on how to use the mobileYouth report to understand today's youth market and make changes to marketing, research, and product development.
2) It recommends determining what needs to change at the organizational level to make marketing more effective and how to change marketing, research, and product development approaches.
3) Readers are also advised to identify which customer segments or "Beachheads" to target and create a profile outline of the targeted segments.
4) Finally, the document suggests measuring product portfolios against segment profiles and testing hypotheses through ethnographic research before coordinating cross-departmental projects.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
mobileYouth :Insights into Youth Mobile Trends and
Mobile Behavior 2009
>> How to Use this Report Insights into Youth Mobile Trends and Mobile Behavior 2009 is part 1 of the 4 part mobileYouth report published annually by mobileYouth. This section focuses on the relationship between youth and mobile, changes in how young people are using both mobile and media and how this impacts the mobile industry. To maximize your time invested in the report we suggest the following: Read slides 4 to 23 to understand we are marketing to youth today, why it doesn’t work and what needs to 1. What needs to change. Determine the changes that need to happen at the change? organizational Read slides 25 level to 41to tomake marketing give you effective. direction in how you will change marketing, market research, consumer insights and 2. How do we change? product development Read slides 43 to 47 to determine which Beachhead(s) you are going to target and how you will integrate the above 3. Who are our Read slides 49 to 86 to create a rough profile outline of your customers? chosen Beachhead(s) 4. What do they want? Read slides 87 to 108 to measure your outline against the product portfolio you currently are working with Once you have established your target and agreed on both the strategy and metrics initiate the ethnographic research to test your initial hypothesis on which projects will work with these consumers 5. How do we give it to Agree on a project that can coordinate the different organizational departments concerned with product dev’t, them? marketing and consumer insight and research and give managers first Begin hand exposure to Read youth.Part 2 Dialogue, NEXT STEPS