Selling to text generation teenagers

Public spaces are being reshaped by the developments and inclusion of communications technologies. It is clear that we have not had sufficient time as a society to adapt to recent communications technology developments, with their pervasive nature.

However, what is clearly apparent is the fact that the adoption of communications technologies is having both a positive and a negative impact on teenagers’ interactions in public spaces.

The pervasiveness of interactive communications technologies in teenagers’ everyday lives is resulting in the emergence of a community that is increasingly reliant on the cellphone and internet for socialising.

Teenagers are using interactive communications technologies to increase and enhance their social networks, and liberate and empower themselves, while distancing themselves from their parents through the emergence of a common language.

Furthermore, as teenagers are able to arrange and rearrange their social functions and activities quickly through the use of communications technologies, a more fluid culture is emerging. This is resulting in teenagers taking on more adult responsibilities than past generations.

Unfortunately, the unforeseen growth of interactive communications technology developments amongst teenagers has been accompanied by multiplying instances of their unsolicited effects.

The lack of face-to-face human interaction is resulting in teenagers failing to develop social interaction skills and value systems. Furthermore, unfamiliarity with the highs and lows experienced during relationships may lead to a society that not only shies away from establishing intimate relationships in public spaces, but also finds it difficult managing and maintaining these relationships, resulting in the possible emergence of a less relationship-committed society.

As with any technological development what is essential is the manner in which these elements are managed in the various institutions, including home, work and school.

Hence, in order to minimise the negative impact of communications technology developments on the broader social interaction amongst teenagers, it is imperative to ensure that correct habits are adopted early.

So what are the implications of the above developments for us marketers and researchers ?

Implications for marketers

Co-creation The increasing responsibility and creative urges amongst teenagers necessitate the need to empower them in the production and participation with their respective brands:

- Creation and distribution of content, eg MTN adverts.

- Product design and development, eg personalised offerings.

Interaction In a media-saturated environment there is a need to interact and engage with teenagers – viral marketing potential considering the large social networks

Integration The use of complementary multimedia marketing campaigns that are relevant to this market is essential.

Blogs Set-up prior to marketing campaigns enabling teenagers to express their thoughts, preferences, etc.

Bar-coded magazine adverts Enabling readers to scan with cellphones and link to websites – fulfils the instant gratification culture.

Sponsored web portals Encouraging networking and sharing of ideas will resonate with this market, while tacitly exposing the brand.

Implications for researchers

Connectivity The constant engagement of teenagers in private spaces necessitates the use of appealing text messages in recruiting.

Viral recruitment The emergent fluid culture provides the opportunity to recruit teenagers through their social networks – shorter turnaround times in recruiting.

Emergent platforms In seeking to elicit candid and insightful information, discussions should be conducted in teenagers’ interactive surroundings, regardless of geographical location eg, blogs and chat-rooms.

Co-creation Similarly, researchers should encourage clients to provide concepts that enable teenagers to co-create considering the latter's creativity and desire to feel empowered.

In essence, managing teenagers’ virtual explorations is the key to whether private spaces are cataclysmic or enchanting to their social interaction in public spaces.

*You really don’t understand – it’s great to be free