Brands OK - as long as they’re relevant

eMarketer declares that Millennials aren’t brand resistant, but “irrelevance resistant”. Reporting on the results of a Synovate study released this week, eMarketer claims 18-24-year-olds ”are not solidly opposed to brands themselves, and are willing to spread the word about the ones they like.”
When asked about their “online brand engagement” in the past month, 28% had talked about a brand on a discussion forum, 23% had put brand-related content on their IM profile, and 19% had added branded content to their homepage or social networking site.
Interestingly, the worldwide figures were similar to those in the US, with slightly higher results for favourite sites and personal start pages:

According to the report, “Respondents were most likely to pass on comedy clips (62%), followed by music clips (40%) and clips featuring friends (27%). Almost one out of 10 passed along viral advertising and marketing clips.
Meanwhile, eMarketer reports that word-of-mouth is an ever-stronger way to market to young people. A recent survey by Alloy Media+Marketing found that uni students thought word-of-mouth was the most useful type of advertising. Samples—always a bonus for students on a budget—ranked second.
Showing that students do still consider traditional media relevant, TV and magazine ads also ranked highly—higher, in fact, than online ads and sponsored Web applications.

Tags: , , , , , ,

Posted on Friday, November 21st, 2008 at 8:44 am under Marketing, Video, e-marketing.

You can follow any responses to this entry through the RSS 2.0 feed.

Responses are currently closed, but you can trackback from your own site.

« TV-online video migration continues apace Web analytics - the most important ‘W’ »

Comments are closed.