13th Jun2009

Ad:Tech Singapore Thoughts: #2 Engage the Youth Keynote session

by Dorothy

Just got back from a pretty cool experience speaking at this year’s Ad:tech… the keynote panel on Engage the Youth – a direct dialogue…Starting off with some snapshots of the session!

 

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It was a pretty lively session, from the responses on Twitter and conversations. Here’s the gang panel in discussion with Graham.

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Amidst the blinding lights, waiting for the delegates to come back from coffee….

 

So a couple of highlights from the discussion:

Q: What do you like about digital marketing? What do you not like?

I remember saying that the one thing that I really felt didn’t quite “work” was corporate accounts following me on Twitter. I’d probably follow back if I like the brand, but if not…it just feels like going back to the old days of intrusive advertising. If I like the brand, I’d hunt them out.  This point apparently resonated with Jeremy Snyder, in his great summary of what transpired on Day 1.

 

The concept of Friends

… To me, it’s really not about the numbers game. The people who are in the numbers game are SEO/digital marketers on Twitter who follow 10000 random people who vaguely mention a keyword once, and have about 100 followers back (maybe other spammers“digital marketers”  who can help you “get rich quick”).

Someone asked if Gen Y measures success by how many friends you have. I sure don’t. The only people who do are the said people above…and probably the likes of Ashton Kutcher when he was in the CNN Twitter challenge.

 

Digital Identity

The question was whether or not digital identities were an accurate portrayal of ourselves, since marketers were probably using social profiles to try and get a sense of who you are as a person.

My answer : I (and partial mountains of psychology research that I had to trawl through for a past paper) believe that digital identities are not accurate on their own, but they could either be an extension of who we are or an aspect that may not be seen in our offline selves. True, social profiles are completely malleable online, so that people can choose to “create” their own digital identities, but the same can be said of how we pick how we speak, what we wear, how we behave, and where we choose to hang out. Impression management works the same way in real life and the digital channel.

I wish I had a photo taken with Devin and his hot pink glasses. Cool stuff. 😉

 

Advertising

I think that advertising will move towards being invisible in the future, it will become content. Ideally content that people are searching for. If I’m looking online for the best hotel to stay while in a particular country, it says a lot if your brand is mentioned in the top post that search engines return. And no, I’m not talking about the text based ads (which I never really pay attention to anyway because they are not what I’m looking for).

 

Media consumption from different perspectives

Great to have fellow panelist, Devin, from Uni of Texas on the panel, with his statement that no one really reads the newspapers in the States anymore (“You’re throwing your money down the drain advertising there”, to quote him) . He also mentioned how magazines were probably 85% of advertising ( I reiterate the importance of my point about advertising as content in future). TV – no one’s watching. Malik watches TV ..but online. Did that count? he pondered aloud, to the chuckles amongst the audience.


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The very tired argument about traditional v.s new/social media

Daryl & I have recorded some live Ad:tech thoughts on our newest installment of the GennY Podcast. , where we address:

  • the traditional v.s new media issue as mentioned (must there really be a distinction? I’d vote for a wholistic campaign. Just because everyone is increasingly on digital doesn’t mean you stop talking in all other channels altogether.
  • Influencers – do they need to be friends/family? (not really)
  • Reaching out to youth…
  • and finally questioning if youth are really that different?

Thoughts
All in all, it was a fun session. Always too short – its hard to really gleam insights when you’re pressed for time, so I do wish there had been more responses to Graham’s call for questions, both on radio and on the official Ad:tech blog. We’ve got forever now online to really respond. 🙂 Would love to hear in the comments if you have any opinions!

True, we’re mostly alpha users of the tools online and exploring the social media space, but a panel session is not much different from a focus group. Qualitative research has never been about the numbers, but more on insights and trying to find out the reasons why, how people do what they do. We all fall somewhere along the technology adoption curve anyhow, so once you have a clearer picture of that path, you can pretty much predict some possible trends for the population at large.

More Link Love:

Graham’s Pre Ad:tech interview : 28th May : on 93.8 Live on ‘How to Market to Youths’

Some good insights here! Loving the research insight on how the folks at Apple visited a sweet factory before successfully deciding to name their products in yummilicious flavours.

Part 1: Play here: [audio:http://www.dorothypoon.com/audio/938Live%20The%20Living%20Room-1010am%20to11am-28May-How%20To%20Market%20To%20Youth-p1.MP3]
Download Part 1

Part 2:

Play here: [audio:http://www.dorothypoon.com/audio/938Live%20The%20Living%20Room-1010am%20to11am-28May-How%20To%20Market%20To%20Youth-p2.MP3]
Download Part 2

Ritsa’s post has a pretty detailed commentary about the main gist of what transpired, so do check it out. She seems to have a great sense of humour and I am digging the BYT (bright young things) description. But I’ll have to say that Graham is anything but a dinosaur!

Speaker page

My other Ad:tech posts:

Pre Ad:tech thoughts: Web 2.0 & Gen Y: The Other Side of the Story
Ad:Tech Singapore Thoughts: #1 Live event Tweeting…

Next up…a post on Scott Goodstein. You can stay tuned through this blog’s RSS here!

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