Warum ein Jugendmarketing-Blog?

Kinder- und Jugendmarketing ist ein brandheißes Thema. Viele Unternehmen und Medien buhlen um Kids und Teens im Alter von 13 bis 18 Jahren. Sie haben Geld, sind konsumfreudig, haben Medienkompetenz und sind vermeindlich leicht zu knacken. Weit gefehlt. Sogar Automobilhersteller verspüren den unbändigen Drang, schon in diesem zarten Alter Kunden an sich zu binden. Von Tabakwarenkonzernen, Klingeltonanbietern und Sportartikelherstellern ganz zu schweigen.

Die Liste der Interessenten ist lang. Doch die Kids verweigern sich. Sie sitzen nicht vorm Fernseher, lesen keine Jugendzeitschriften, hören kein Radio und im Internet sind sie nicht zu fassen. Kaum da, schon wieder weg. An diesem Verhalten verzweifelt eine ganze Branche. In den vergangenen fünf Jahren konnte mir keine Agentur auf Anhieb ein schlüssiges, messbar erfolgreiches Konzept zum Jugendmarketing abieten. Eine ganze Altersklasse verweigert sich anscheinend der Werbung. Eine Katastrophe. Drum habe ich´s selbst in die Hand genommen.

Trotzdem ist Jugendmarketing enorm spannend. Zu sehen, wo die Kids sind, was sie tun, wie sie ihr Medien-Konumverhalten ändern, in welchen Punkten sie Erwachsenen ähneln, wo die diesen komplett wiedersprechen, wo Trends geboren werden und wie sie nur Monate später wieder sterben. Darum dieser Blog. Schaut doch regelmäßig vorbei, macht mit und gebt mir Feedback. Dann machts einfach mehr Spaß :-)


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