Global positioning data allows marketers to transmit geographically relevant offers. For example, you re driving near a Chevron garage and your cell phone rings with a Chevron discount. If communication is targeted, relevant and useful, then teens will be satisfied. If people feel they re being bombarded, negative brand experiences will abound. Jupiter Communications estimates that 14.4 million U.S. homes will be broadband equipped by 2003.
Interactive television removes the distance between the desire to buy and the ability to do so.
Teens will click on a program element to buy it. The ability to skip commercials is available through hardware devices like TiVo and Replay TV, and marketers must invest in product placement and sponsorships to ensure that branding outlets don t disappear. Interactivity and feedback loops deepen audience participation and data capture. Shows such as MTV s webRIOT turn passive viewers into active participants a brand you play rather than a brand you watch. By thinking creatively, speaking in an authentic voice and being willing to experiment with new technologies marketers can build growing and lasting relationships with today s powerful teens.