mobileYouth®

For over a century we have practised marketing based on industrial principles continuing to manifest its DNA in advertising, PR, marketing, product development and the ubiquitous presentation “value chain“.

Marketing historians will look back on the beginning of the 21st century as the defining point at which social marketing finally gained the necessary tools – social media, the mobile phone and digital distribution to become a realistic proposition to deliver consumer value.

The tools are here but are you still practising industrial marketing?

Find out with mobileYouth’s test:

Who’s breaking free from the Industrial model and practising Social Marketing?

Find out with these recommended resources:

* Great insights from Helge Tenno @ 3 important changes in Digital Marketing
* Download Greg Rollett’s Gen Y Hospitality Report on how brands are engaging youth
* Learn about the next wave in social media from Scott @ Winning Online: Age Distinctions Smooth Success in Social Media
* Great ideas to transform and add value to your events from Nathan Bush at Mobiles for Festival Goers
* Do causes matter in marketing? Dave Knox provides an excellent overview
* How ethnographic research should be conducted, this time in India over @ Electronica in Mumbai. From more offbeat insights check out the excellent CScout Japan blog.
* Build grass root support like Havaianas Insight from Ben @ BBOC
* Why do agencies need to get with the program and change? Morgan Coudray discusses how Gen Y will do it for them
* Alex Steed asks how you engage the 20 set over @ the excellent Change.org
* Derek Baird shows how Lego is building its grass roots support one brick at a time. Paul McGregor over at ThreeBillion also drills deeper into the social marketing ethos behind the humble plastic brick.
* Get localized insight on the Chinese market from the very cool Youthology
* Teen Lab is all about ethno, and here’s an example of insights you just couldn’t get without getting out there into their universe.
* Interesting insights from Iain Tait over @ Crackunit on the pitfalls of marketing to beachheads
* Crowdsourcing your way forward – Jeff Howe looks into the limits and potential
* Why you shouldn’t p*** off your customers. AOL is doing a great job at building negative publicity by focusing its organization on industrial metrics. Emmanuel Viver’s post explains all.
* Ruby Pseudo has consistently delivered some excellent ethno insights which give marketers a real feel for the youth universe
* Carol Phillips is always blogging some great posts on Millenial Marketing. Here’s her latest on mobile marketing. I like her style because Carol pays more attention to the real world ethno approach over industry hype.
* Thanks to Bruce Houghton for this excellent tip on how Record Labels on how product development and marketing can work as an integrated rather than separate entity in crowdsourcing both innovation and insights.
* Industrial marketing teaches us that new is good and that youth want innovation. Allison Ellis provides an overview of why this might not just be the case.
* Amy Jussel’s Shaing Youth blog excels when it comes to consumer empowerment. Here’s an excellent overview of how brands need to empower rather than consume girls.
* Our view of entertainment is changing and ethno insights in situ provide excellent ammunition for product developers when thinking about what comes next. Here’s a prize example from SpringWise on how games – like all media – need to think out of the (TV) box and become all inclusive.
* If you’re wondering how to measure loyalty, check out Richard Owen’s blog based on tracking Net Promoter Score – a realistic option for a social marketing strategy
* And if you can’t get out on to the streets to hear what youth are saying about marketing, listen to those who are ~ like Street Attack.
* Priyanka’s insights into Finnish teens from the ethno perspective and a good summary of academic research
* Ricky Chotai was providing some excellent insights into the trials and tribulations of a Blyk subscriber on his blog (although it’s finished now there are still some excellent ethno insights to be had)
* Lost for values? Daniel Allen provides some useful insights into how mobile apps are picking up on the green thread and appealing to a growing niche of consumers.
* Ingene has some cool ethno insights into Indian Youth
* Culture Labs shares more on ethno videos. We’re passionate about this too, check out our own mobileYouth on the street videos.
* Prof Wesch’s excellent video insight into how industrial based education is seemingly inappropriate for modern student needs
* Ecosystems – what are they? Good overview by Kevin Lee of how Apple built its two sided business model
* Why does it pay to have your ear to the ground? Well, if you’re thinking about steaming into Facebook think twice as Tracy McGaugh suggests.

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