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For CMO Professionals

Influence The Youth Brand Influencers

Reaching Brand-Conscious Tweens And Teens Online And Offline

December 31, 2009


  • By Lisa Bradner
  • with David M. Cooperstein,
  • Thomas Cummings,
  • Jennifer Wise

Why Read This Report

Brand leaders, youths who make up 31% of 12- to 17-year-olds, make a rich target for marketing leaders. True to their name, this group not only leads in its interest in brands but also leads in every area: from time spent on media to time spent in social networks to time spent sharing information about products with friends. To reach this influential and interested audience, marketing leaders should understand that brand leaders share more of their interests in small face-to-face groups rather than online. By linking entertainment and marketing, by giving brand leaders products and services they can customize, and by integrating experiences from the online world to the offline one, marketing leaders can help ensure that their brands are the ones brand leaders share.

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