Lifelong branding takes place during the teen years. Marketers understand that teenagers will be exposed to a lot of brands during their lifetimes, but during these few years loyal brand customers can be built. Establishing a brand over a competitor s brand can affect the teen s buying decisions far beyond just the teen years. Teens have grown up with the Internet. It s not a new medium or new technology to them.
Teens often check their email before they check their voicemail.
With such a large concentration of teen users, the Web is a natural place for advertisers to reach this demographic. While teens are considered a hard to reach demographic, on the Web you can send a very targeted message in a cool environment. In short, the teen demographic is very large, has enormous spending power, and spends a lot of time on the Web. These facts lead many advertisers to target generation Y via the Web. Alloy Online executed several marketing efforts in the past year with major consumer brands like Reebok and Clairol s Herbal Essences.