Youth Marketing Insights » GenY http://blogs.hillandknowlton.com/meghanstuyvenberg Inspiring best in practice youth marketing through sharing of ideas, strategy, trends and conversations about cool stuff Thu, 04 Feb 2010 04:31:40 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 iTunes University, but what about the football team? http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/02/26/itunes-university/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/02/26/itunes-university/#comments Wed, 25 Feb 2009 22:35:26 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=22 I love the studies surrounding university lectures now available on iTunes from several test campuses (‘iTunes university’ better than the real thing; Ewan Callaway, New Scientist) — apparently if you go to the class, take notes during the lecture, then download the podcast following and go back through the difficult sections time and time again until you understand – you increase your average score on the next test….really?!

I am not being critical of the concept of online learning or even this study, let me be clear that I am a huge fan and applaud these universities as it feels like a natural progression. It seems the higher ups understand what is driving youth culture and are attempting to harness it – good on them. Furthermore I think that in the current economic landscape, online lectures provide a great opportunity for disadvantaged youth to participate in higher education. On this note I would like to see more universities makingĀ  lectures open to download although I understand the DRM issues surrounding this as it is by nature proprietary….maybe it is a form of online university with a different monetization model…but once I again I have digressed…

I just feel all of this is missing something, probably because I am concerned that the whole professor, theater-style of lecture is outdated for Gen Y. It’s hard enough to get kids to go to one lecture, let alone download it and listen 2x, 3x or even 4x times to fully digest the info.

What I think would be interesting would be to flip the whole lecture-university model on its head and adapt more of the Gen Y mentality. I think as everything for this generation, it is about collaboration, empowerment and even entertainment. My point is when marketing to youth (and yes, that is what universities do) we need to completely rethink these engagement models to really harness the power.

All this being said, it’s great to daydream about what an online iUniversity will look like, just wonder how some of the more traditional pillars of college will transfer into this virtual world – iDebt, iFootball, iFraternities or iDorm Rooms?

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When GenY rules the world…or at least the marketing agencies http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/02/23/when-geny-rules-the-world-2/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/02/23/when-geny-rules-the-world-2/#comments Mon, 23 Feb 2009 04:33:38 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=33 On my never-ending crusade to observe and soak up as much as I can like a little sponge, last week I attended The Digital Tipping Point: The Future of Branding and Social Media, presented by Adknowledge AU (thanks @laurelpapworth for the head’s up on twitter). [NOTE I am editing after post to include Laurel Papworth's correct info, sorry for the slip - it is @silkcharm]

While overall I found many topics intriguing and some really interesting insight was shared from all over the world, I have to admit I was a little taken-back by the focus on “advertising” in the room. I know, I know – I was at a marketing function – I shouldn’t be so naive. I guess my concern isn’t that the tactics and strategies seemed dated like the term itself – they weren’t – it was the overwhelmingly use of it that threw me off.

Maybe I am focusing too much on the word, and missing the context. However i think this fundamental shift that we are all facing is much broader then advertising, PR or any type of marketing – it is a shift in the way we deal and communicate with people. This cartoon I saw recently sums it up best:

What’s my point — maybe we need to change the language of marketing and in turn the nature of it will follow. Not just buzz words, but actually change it. Have we thought how important it really is to open a dialogue with consumers, to engage – that’s pretty deep….and to me very exciting….and very not “advertising” as there are no ads involved.

The conversation that we non-GenYers are having about how to best target youth consumers will soon be irrelevant. When GenY starts running agencies, marketing departments and – gasp! – major corporations, that is when wistful dialogue of the possibilities will transition into business strategies and models — and then we shall see what the real effects this shift have had on brands and consumer marketing.

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