So…I consider myself fairly “hip”. No one has to teach me how to dougie. However, I am saddened to admit I had no idea what a “vamplet” was. Am I that out of touch?
Frankly, when it comes to marketing to youth, the answer is probably not. By the age of 15, the average American youth will have seen 75,000 marketing messages. So the answer is not necessarily having the ability to speak all of the youth lexicon of the day, but rather cultivating a niche message that calls a young person to action.
Marketing to Today’s Youth does a great job of discussing the research behind youth marketing as well as comparing the effectiveness of specific strategies (i.e. mobile marketing vs. word of mouth).