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Television is Isolated

June 28th, 2006

Content is still the king, but methods of delivering content are brand new. If you have marketable goods, services, or content, you better find new and innovative ways to seed social networks.

During an 18 hour return road trip from Canada, I had an interesting conversation with my uncle. He is the father of four, and his kids are (almost) all teenagers. He and I both enjoy discussing computers, Internet, and high-tech gadget stuff. We were passing the time talking about how young adults and children consume media.

I told him that research studies indicate that teenagers prefer to use the Internet versus all other types of media. The numbers show that video games come next, then television. I told him that marketers are going crazy trying to figure out how to reach these dynamic consumers. So I asked, “if you give your kids the choice of using the computer, television, or video games, which would they choose?”

His answer was immediate.

He said that there is absolutely no doubt that each of his four teenagers would go directly to the computer for the Internet. After that, they would choose video games, then television. So, it appears that my uncle, as a focus group of one, validates the industry’s research. He told me that each of his kids have an iPod, download music, play games online, and socialize with friends. The Internet is interwoven into their lifestyles.

How do you get an audience? How do you reach young adults and teens?

It is all about marketing in the virtual space of the Internet. Video is powerful, just not necessarily on the television. And, social networking is the rage for those targeting teenagers, and it is also emerging as a strong marketing tool for 18-34 year olds.

This is a million miles from marketing to young adults in the 80s and 90s. Back then, kids would get off the school bus to race to the television to see “Saved by the Bell,” during which they would get messaged with 15-30 second spots.

Fast forward to today, and these same aged kids are getting home and logging on to a social network, trading videos, photos, and links. If they missed a favorite show, they download it, upload it to a mobile device, and watch on the bus.

The whole process is changed.

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