This
week’s discussion regarding digital marketing campaigns for toy companies, made
me interested in learning more about how to target customers in the 5 – 12 year
demographic. Most of the traditional digital marketing ideas and campaigns are centered
on Social Media and peer-to-peer marketing. However, most children aged 5 – 12,
do not have their own social media profiles and those who do are closely
monitored by parents and have a very different usage pattern.
In today’s virtual world,
traditional advertising cannot compete with letting your target demographic
virtually test your product (e.g. virtually drive a car or digitally assemble a
robot). The new Furby toy (originally introduced in 1998) has also benefited
from advances in technology and digital marketing. The new toy is accompanied
by an iOS and Android app that feeds it and has an English-Furby dictionary and
translator.
Research has indicated that
children in this demographic want toys that evolve based on how they play with
it, and digital marketers have taken note. Furby marketers have used digital
media, search, social, and exciting creative to drive awareness. The site has
interactive games to showcase Furby’s new functionalities and after the site
strategy was established, digital media elements were layered with unique programming
across social media sites. Today, Furby ranks among Google’s top searched toys and
highlights the need for a sound digital marketing strategy
Sources: http://adage.com/article/digitalnext/toy-marketer-learns-digital-lessons-hard/240135/, http://www.fastcocreate.com/1682073/how-furby-became-a-hot-toy-again
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