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by Ratan K K

When I look at marketing campaigns, both, those I am working on, as well other campaigns in the media, the one segment that is targeted over and over again is the urban youth.

Today, the youth form more than 50% of India’s population and those living in cities are a growing percentage among them.

It is not surprising, then, that so many brands are targeting urban youth, as they are the ‘mavens’ or experts who can create a buzz around the brand.

The youth are also a digitally-savvy group, who give ample evidence of their participative tendency at social media forums.

They also tend be the ‘early adopters’, and given their use of the digital medium and social media computing habits, the momentum of the buzz they can create is phenomenal.

As a marketer, I worked with a client whose target audience is urban youth. After realising that the urban youth consume only digital media, the client moved his entire brand and marketing budget online. And yes……….. [please find the complete article here*]

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