Leah Bell, president of UQ Marketing, is more optimistic about the power of word-of- mouth offline. “There’s no denying the popularity of texting and social media among college students,” she says. “However, students begin to develop their long-term purchasing habits based on recommendations from their peers.”
She and Sepso agree, though, about brands’ needs to infiltrate young consumers’ daily lives. “Brands need to interject themselves into these real-world conversations,” says Bell.
That’s surprisingly difficult, consider how very connected these young adults are: 80 percent use two or more devices while watching TV, 76 percent spend at least an hour on Facebook everyday, and 59 percent even go on Facebook during class.
The huge obstacle for marketers trying to reach consumers through disruptive channels like Facebook and Reddit is creating authentic content and experiences. The only way to accomplish this is through transparency and respect....
[Fascinating marketing insight: Totally awesome and hard to reach; Dude, text me ~ Jeff]