Digital Marketing, Part 1: Feeding a Youthful Appetite

Why is mobile so hot? The simple answer: on-the-go technology is meeting the need, in a highly satisfying way, for on-the-go consumption -- a trend at least as old as the drive-in culture of the mid 20th century.

Today's consumption, however, encompasses more than just hamburgers and shakes. Consumers ingest a constant stream of information and are outfitted at virtually all points in their day with smartphones, tablets and PCs expressly designed to satiate their hunger.

Developing at an equally rapid pace are digital marketing options striving to take full advantage of this new connectedness. Based on SymphonyIRI Group's original MarketPulse survey research, it's clear that consumers have embraced digital media in day-to-day life, however, they're doing so in different ways and with different intentions. The key for brands, marketers and manufacturers looking to capitalize on digital in the CPG environment, writes Susan Viamari, editor of SymphonyIRI Times & Trends, is to identify how each consumer group embraces digital media.

Drawing particular attention in the study are 18-34 year-olds -- a prized demographic that has grown up with and feels comfortable with digital technology (in a way that, frankly, many Baby Boomers find hard to fathom).

SymphonyIRI MarketPulse research shows 18-34 year-olds over-indexing in their use of digital resources that affect purchases. Most dramatic is the extent to which this group is influenced by product and brand recommendations from bloggers and social networking platforms.

In-store digital touch screens and iPhone applications are also seen to address this group effectively and present immediate, high-impact brand marketing opportunities.

Another plus for marketers is that these digital-savvy consumers are often trendsetters and influencers in their own circles. Word-of-mouth and informal, viral marketing can make a huge impact on those that are fully engaged in digital media.

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