As marketers options multiply in a networked world, successful campaigns are those with clear, brand-true objectives. Teen surfers respond better to integrated campaigns, as the off-line media validates the Internet marketing. A consistent message throughout an audience s different media is most likely to succeed. While the Internet demands marketing creativity and experimentation, brands must speak to teens in an authentic voice. Teens will be scornful of brands straining to be cool, e.g., a frozen pizza company offering streaming DJ sets online.
Teens use the Internet primarily to socialize.
Today s kids speak with their typing. IM has been crucial to AOL s growth of teen users. Many teens enjoy virtual chat room conversations and the removal of geographic barriers. Friendships between Kansas and Katmandu define a new global perspective. These sites offer an incredible array of information, community features and the personalization that teens value so highly.