Mobile Youth Presentation to Vodafone by MobileYouth.org featuring trust, loyalty, net promoter score
Vodafone, like most mobile operators, faces the ongoing challenge of being relevant to the next generation of its customers (youth) while at the same time not losing its broad appeal. It couldn’t re-invent itself as another Blyk or Boost Mobile (nor would it want to) but at the same time, as with the current problem facing the BBC and the recorded music industry the beginnings of a disconnect with young consumers may not be felt today but represents the manifestation of a long term and, importantly, irreversible disease.
Some of the points I discussed in my presentation to Vodafone about the MobileYouth Report include:
* How to build trust through relevance by drawing down on the insight from how brands such as Toyota (through Scion) have already achieved this. Also how brands can use simple metrics such as net promoter score and customer lifetime value to measure progress.
* How to be a remarkable youth brand (see Jones Soda) and a quick look at Red Bull Marketing
* How to communicate directly with youth through their own channels (eg using Youtube rather than mass media and press releases (in this example we look at EA and the recent Tiger Woods “Jesus Shot” fiasco - which is also very funny).
Presented by Graham Brown author mobileYouth.org
Technorati Tags: mobile youth, youth, vodafone, youth marketing, net promoter score, loyalty, trust, churn, mobile youth report, youth research, youth mobile
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Check out what others are saying about this post...[...] will always be a marcomms department to keep them in check. That was one of the themes of my recent presentation to Vodafone on Youth, Loyalty and Trust and follows on from the Great Youth Brands Series on MobileYouth featuring Red Bull, Jones Soda and [...]
[...] want change you need to change the source - this has been the theme of my recent presentations to Vodafone and Telenor. If we continue to only measure short term metrics such as ARPU, awareness and market [...]
[...] want change you need to change the source - this has been the theme of my recent presentations to Vodafone and Telenor. If we continue to only measure short term metrics such as ARPU, awareness and market [...]
[...] will always be a marcomms department to keep them in check. That was one of the themes of my recent presentation to Vodafone on Youth, Loyalty and Trust and follows on from the Great Youth Brands Series on MobileYouth featuring Red Bull, Jones Soda and [...]
[...] will always be a marcomms department to keep them in check. That was one of the themes of my recent presentation to Vodafone on Youth, Loyalty and Trust and follows on from the Great Youth Brands Series on MobileYouth featuring Red Bull, Jones Soda and [...]