Last week we established 3 reasons why youth are important to your business. Now you have the business case, how do you start to manage the youth market?
Before we jump into segmentation, let’s first look at youth market. A good a places as any is to start with music because if you want to understand young people today, look at the changes in the music industry:
- Musical genres like “rock”, “pop” and “world music” have become irrelevant
- Successful artists like Jay-Z, Madonna and Bowie transcend genres
- Success has moved from servicing a genre to joining the dots between them
Music is an analogy for identity and, therefore, a powerful insight into marketing.
If we can understand how music is changing, we gain valuable insights into how marketing and segmentation needs to change.continue reading...