New White Paper "CONSUMER 2.0" Takes a Radical Dive into New Consumer Behavior
Paper declares death of celebrity endorsements and mass marketing.
New York, NY (PRWEB) April 30, 2008 -- A new white paper, by leading youth marketing agency Mr. Youth, titled "Consumer 2.0" explains why today's consumer looks completely different than even five years ago. Immersed in youth culture over the past six years, Mr. Youth has experienced the rapid changes that have occurred with an entirely new consumer fully empowered by Web 2.0 and other technology. Marketers must now go back to the drawing board to rethink how they communicate with what they coin, Consumer 2.0.
"Consumer 2.0" focuses on Five Rules to Engaging a New Breed of Consumer:
1. Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant messaging from peers over marketing speak and celebrity endorsements
2. Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in choices and look for products and services that speak to them personally
3. Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise
4. Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs
5. Consumers Own Brands - Consumer 2.0 will speak about, repurpose and associate with your brand as they see fit
"Consumer 2.0" explores these rules, each backed with supporting insights to show marketers the shifts they need to acknowledge in order to reach and impact their consumers. To receive a complete copy of Consumer 2.0 visit www.mryouth.com/consumer20. To learn more or speak with the author contact Briel Zagarow at brielz @ mryouth.com or 212-710-8968.
About Mr. Youth
Mr. Youth helps brands navigate through a radically changing media landscape to conceive strategies and deliver campaigns that engage a new breed of consumer. Since inception in 2002, Mr. Youth has been immersed in the youth market partnering with leading brands to help them reach and impact the most elusive and rapidly changing consumers. This experience with the 14-29 demographic has helped Mr. Youth formulate strategies for targeting "Consumer 2.0", a framework the agency developed to help marketers understand the radically changed behaviors of this new generation of consumers. Mr. Youth's expertise spans word of mouth, social interactive and experiential, extending far beyond just reaching consumers, fully focused on engaging them. Mr. Youth was recently listed to the prestigious Inc 500 List of the nation's fastest-growing private companies and is #16 on Promo Magazine's most recent PROMO 100. Clients include: Microsoft, MTV, JetBlue Airways, American Eagle Outfitters, Victoria's Secret, adidas, and Bandai America.
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