Marketing strategies in tv advertising?

Engagement marketing: How to get a teen girl to listen to you?

• Marketing to teen girls online is getting increasingly difficult. Their engagement is hard to get and even harder to keep with Facebook, Twitter, YouTube, and the 8 billionhttp://#_ftn1other websites available to them. With teen spending at $208.7 Billion a yearhttp://#_ftn2 it is important for advertisers to find a way to reach this growing market. On average, this generation spends almost 17 hours a week onlinehttp://#_ftn3-- so where is their attention going? Teen girls spend 80% of their time on social mediahttp://#_ftn4where they are highly engaged with music artists. When Justin Bieber posts on Facebook he gets as many as 99,000 Likes, almost 6,000 Comments and close to 7,000 Shares! On average, music artists see nearly 50% more engagement on social media platforms than brands dohttp://#_ftn5. Advertisers need to capitalize on this engagement and reach teen girls via the music artists who already have their attention. Many advertisers are already trying to do this. One of the most common strategies is to place banner ads or videos on music-related websites including teen entertainment, gossip or artist fan clubs. This isn’t any more effective than PPC advertising anywhere else. Typical click-through-rates are still between 0.1-0.3%http://#_ftn6and advertisers can end up paying nearly $5 per click.   Another way advertisers are trying to market to teens via music artists is through endorsement deals. Brands spend billions of dollars each year to have an artist tweet about their product, post a picture of them using it on online, or take part in their ad campaigns. This strategy may make the brand appear more attractive but it is very difficult for advertisers to measure the ROI. Additionally, consumers are starting to see this type of advertising as insincere.  What seems to be working well in this ecosystem is engagement advertising. The relatively new cost-per-engagement (CPE) model drives consumers to engage with brands in order to receive the content they’re after. For example, YouTube runs commercials that the consumer must watch before they get to see the video they’re after. Many social games encourage users to Like a brand on Facebook to receive another life or get more game credits. Numerous advertising effectiveness studies have proven that engagement advertising shows significant lift for awareness, recall and purchase intent with consumers. Rather than fight for a fraction of teen girls’ attention online, advertisers need to go where that attention already is and reach this market through engagement advertising with music artists. Advertisers have the ability to ask for high engagement from this market because they will do almost anything for content from music artists.  It’s a win-win strategy: Advertisers get the attention of the teen girl market and more leverage while only paying for conversions, and teens get the content they’re dying to see.   What are your thoughts on cost-per-engagement marketing? Have you seen it used successfully in the teen market yet?

• Answer:

  Adopt social media as a channel. Bring the marketing to her in her choice of social media platforms.