For CMO & Marketing Leadership Professionals

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	March 10, 2008 Collaborate With WOM Youth Marketers Should Prototype Their Social Marketing by Mary Beth Kemp with Jaap Favier, Alice Bresciani	Average: 8  (1 rating)

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Executive Summary

Young online consumers — those ages 12 to 24 — wield and embrace peer influence even more than adults when choosing what products to buy. And young word-of-mouth (WOM) consumers offer a particularly potent mix of social influence and brand interest. Marketers will need to account for long-term value and network value to justify investment in this target. But invest they should, to create a test bed for how they will market in the future.

TABLE OF CONTENTS

• Youth Connect About Brand And Influence Purchases
• Nurture The Young WOM Consumer

RECOMMENDATIONS

• Build A WOM Youth Social Strategy
• Related Research Documents

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