(Graham Brown mobileYouth) How Important is Earned Media in the Education and Discovery of Mobile Apps?

(Graham Brown mobileYouth) How Important is Earned Media in the Education and Discovery of Mobile Apps?

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  How important isEarned Media in the Education and Discovery of Mobile Apps? - 03-02-2011 by admin - mobileYouth® - http://www.mobileyouth.org How important is Earned Media in the Education and Discovery of Mobile Apps? by admin - Wednesday, March 02, 2011 http://www.mobileyouth.org/post/how-important-is-earned-media-in-the-education-and-discovery-of-mobile-apps/ In the last decade, the game was about Differentiation; find a point of differentiation for your product or service and then assign your marketing budget to the creative agency to go long on advertising that unique quality to your target audience. Sony Ericsson and Motorola focused on music. Nokia focused on messaging and communication. And it worked for 10 years, until that is the Mobile Youth landscape changed. No longer were we communicating with first time buyers who sought out trusted brands that had high visibility. Youth now have 2 or even 3 handsets and the growth of the Attention Economy means they increasingly tuning out of the mainstream advertising signal. So what's the reality today? We've moved from an era of Paid Media to one of Earned Media - an era where you can't buy influence and attention anymore but you have to earn it. That means the conversations youth are having about your mobile service or handset are far more important than the ones your creative agency are trying to generate. In the 2011 Mobile Youth Report we segment the market across 2 dimensions: 1) Horizontal Segmentation: By age 2) Vertical Segmentation: By influence It's the Vertical Segmentation that is key to understanding Education and Discovery of Mobile Apps. Within this group you'll find 3 categories of influencers, let's focus for now only on the Fans. Fans are the key educators and discoverers of Mobile Apps. When youth took hold of Blackberry and returned the market with a successful case study of BBM usage, it was these key influencers who played the pivot role in identifying new technologies and transmitting them to market. In contrast to traditional approaches that focus on "consumer education", we find that engaging in Vertical Segmentation helps us see Education and Discovery for what it really is - a social process initiated by youth themselves. Generating Earned Media, therefore, isn't about running a cool, clever or funny social media campaign at the suggestion of your out-of-date creative agency but engaging youth in dialogue. These dialogues are already taking place - how are you creating tools for Fans to spread their message more effectively? How can you facilitate Education and Discovery for mobile apps? * Check out the available data and case studies on Fanspotting from the mobileYouth report Image credit & copyright: Flickr hawkexpress page 1 / 1