El IAB Inspirational Live también abordó el tema de la publicidad en el móvil, en un debate moderado por Daniel Campo, del periódico de la publicidad, que contó con la participación de Arvato Mobile, Mobext, Buongiorno y Viachannel,

“Para mi el móvil es un regalo del cielo para los anunciantes, nunca hasta ahora ha habido una potencia como esta en los medios de comunicación, pero su antes y su después como medio de comunicación es tan radical que es comparable a los coches de hidrógeno”, dijo el representante de Viachannel.

Sin embargo, para Buongiorno nos encontramos con dos barreras, el modo de utilización, que consiste principalmente en mensajería y la barrera de la tecnología debido a su alto coste.

“Hay que entender el móvil como un medio complementario al resto de medios”, dijo Marinas en referencia a las dificultades de llegar al usuario debido al alto coste de las tarifas móviles.

Arvato, por su parte señaló que éstas barreras se pueden aprovechar ya que los anunciantes en masa no se han subido al carro del marketing móvil y se debe sacar ventaja de esta miopía general.

Más información: Marketingdirecto.com

A SPECIALIST integrity unit has been formed inside the Department of Immigration to deal with widespread fraud in the working holiday visa program, on which industries such as fruit growing depend.

More than 200 internet advertisements have been found offering to buy or sell documents allowing backpackers to claim they had worked in rural jobs without them leaving Sydney, and thus extend their working holiday visas. The standard fee is $400. So far, 64 visas have been cancelled over the fraud and at least 19 more are being reviewed.

One man, an Irish national, has been convicted of fraud. ”There’s been more than 100 fraudulent claims identified this financial year,” a spokeswoman for the department said. ”The answer is we don’t know [the full extent of the fraud]. At this stage it’s too early to determine and we will be looking at it over the next six months.”

The working holiday visa (subclass 417) allows people to extend their stay in Australia by a year if they can prove they have worked in a rural area for three months. Applications are lodged online but have been abused by people selling Australian business numbers linked to farms so backpackers can falsely claim they worked on farms.

”Second year visas for sale,” one ad read. ”Will email completed 1263 form and add your details to my books so you can gain second year visa with ease.”

Another ad offering similar services, posted on the Gumtree website on Saturday, had received more than 2000 hits by last night. Unlike visa scams targeting international students, mainly Indians, this fraud is used mainly by European visitors.

One backpacker told the Herald he had been offered the false documentation as soon as be arrived in Australia, by people staying at the same hostel.

”People told me about buying the documents – getting the numbers to put in,” he said. ”When I arrived here people said you can go there [to a farm] or you can buy. Everyone knows about it. It’s easy. All the people who are here know about that.”

The federal Opposition spokeswoman on immigration, Sharman Stone, said the widespread fraud reflected under-resourcing of the department.

The question of, “Why all movie tickets are priced the same?” have been studied at length*.  Economists express surprise at how primitive movie pricing is and how sub-optimal it is to charge the same price for all the movies. Marketers are surprised by the absence of basic tenet of marketing – segmentation and targeting, positioning the product and capturing value. Movie ticket pricing are indeed a greenfield for practicing price discrimination offering large un-captured consumer surpluses and value from price sensitive moviegoers.

Most pricing recommendations for movie theaters ask for

1. Higher pricing for weekends
2. Higher pricing based on mega budget films with stars
3. Higher pricing in the opening weeks and then reduced pricing (like Hardcover, softcover books pricing)

These methods were usually pushed aside because of the logistics of implementing them ( Movie Mystery. By: Hessel, Evan, Forbes, 00156914, 1/29/2007, Vol. 179, Issue 2) or complexity in estimating weekend box office sales. Others offered conventions as the reason for not adopting variable pricing at movies.

To be fair, movie theaters do practice  price discrimination. They sell the morning shows at a discount bringing price sensitive customers who are willing to make the trade-off (Second degree). They give discount to students (Third degree). They sell discount tickets through supermarkets that can be used after the first two weeks (Second degree).

But the basic question remains, when everything else is held constant except for the movie itself, why are the tickets for two different movies priced the same? For example, at an AMC multiplex  the 4PM screening of two new animated movies, Planet 51 and Fantastic Mr. Fox, are priced exactly the same $10.75.   Fantastic Mr. Fox is based on a book by renowned children author Roald Dahl (a very good book if you have not read alrady) and Planet 51 is a slapstick comedy of reverse ET.  Why can’t these be priced differently? Why cannot movie theaters practice price discrimination across movie titles?

The answer, I believe, lies in utility customer gets from different movies. Movie theaters can charge different prices for different movies only if the customer utility and hence their willingness to pay varies across different movies.  Stripped to the barebones, all movies are perceived as the same by customers – these are all entertainment. In other words different movies are simple horizontal product line extensions.

Based on the marketing study that found horizontal product lines are perceived identical by customers and hence have no difference in customer willingness to pay I hypothesize that customers will not accept pricing that varies across movies.

While pricing different movies differently is not possible, movie theaters can and do charge different prices when the movie varies in format or experience like 3D and IMAX 3D. For example, AMC charges $11.75 and $12.75 for 3D and IMAX 3D shows of Disney’s Christmas Carol. This is possible because the 3D shows are vertically differentiated and the perceived value to the customers vary from the baseline version.

The net is movie theaters cannot increase profits by pricing different movies differently but can do so by offering vertical differentiation in the form of 3D movies (of course this is not under the control of theaters but the studios), better seating (practiced in most other entertainment venues) or better experience (specific auditoriums with better speakers).

Footnote: Other movie ticket pricing references

1. Movie Mystery. By: Hessel, Evan, Forbes, 00156914, 1/29/2007, Vol. 179, Issue 2
2. Why Popcorn Costs So Much at the Movies: And Other Pricing Puzzles by Richard B. McKenzie (p157-163) (My review of this book here)
3. Why are all movies the same price? – Marginal revolution
4. Antitrust and Pricing in the Motion Picture Industry. Yale Journal on Regulation Summer2004, Vol. 21 Issue 2, p317-367, 51p
5. The Wisdom of Crowds by James Surowiecki (p98-102)

Targeting is a work in progress. The evolution of fast-growing technologies enables new online marketing tools to pop up and re-invent online advertising on a fast-paced track. In the Web 3.0 era, targeted ads follow the consumer like shadows, and behavioral targeting techniques have become indispensable for marketers.

Event-triggered targeting is a small, but very efficient way to get the message right to your audience at the right time. The best thing about it? It often enables the marketer to personalize their message. And that means standing out from the clutter in consumers’ mailboxes and wired worlds. E-commerce solution provider Aberdeen Group surveyed that’ “91% of organizations improved online conversation after introducing personalization.”

Event-triggered targeting is based on experienced consumer behavior that creates information for site-side analytics to target consumers across the web based on their online user patterns. Certain events (Black Friday) function as triggers for certain behavior (to go shopping), and the list is endless. Let’s take a look at a best practice example (for successful personalization take a closer look at Amazon and Netflix or 5 Web trends of 2009 relevant at this time of the year:

Black Friday. Did you receive personalized E-mails inviting you to get midnight specials or go to a specific store to get deals? I lost count over iPhone apps developed specifically for Black Friday iPhone Apps for Black Friday

This is just one example of event-triggered targeting. Important ingredients in the recipe of success: Having a good database and personalizing it. With Christmas around the corner, that’s more than just a hint.

El portal de música en “streaming” Spotify está experimentando con anuncios personalizados basados en los gustos musicales de los usuarios y la demografía, según publica el diario británico The Guardian.

El fundador y presidente de la compañía Daniel Ek lo ha explicado recientemente en The Festival Media, celebrado en Manchester, Reino Unido: “Podemos predecir si al usuario le gusta más Audi que BMW y servirle entonces el anuncio de cualquiera de los dos. Hay ciertas marcas que quieren estar asociadas con temas alegres y otras con música clásica y es aquí donde podemos hacer muchas cosas”.

Este directivo aseguró que no están interesados en ser una compañía nicho, sino que lo que quieren es “llegar a los 100 millones de usuarios y decenas de millones que paguen por el servicio premium”.

Spotify es el último fenómeno de la web 2.0. Lanzado en octubre de 2008, este portal de música en streaming (en directo) cuenta ya con 6 millones de usuarios registrados, de los que 700.000 son de pago.

Más información: Marketingnews.es

El éxito de una campaña de mail marketing depende de la web a la cual se dirigen los envíos funcione de forma eficiente y paradójicamente la revista DMNews estima que la mayoría de los anunciantes no optimiza su portal.

Según la publicación, limitan su función a ser un destino para los clientes y los potenciales consumidores pero se olvidan de que deben ser un portal claro y navegable, con una interfaz que estimule al usuario a comprar.

“El compromiso con una empresa se produce cuando en un portal bien definido, bien planeado e implementado, que sea fácil de usar, que ofrezca una navegación sencilla, responsa a las preguntas y defina el valor agregado de la empresa”, estima la revista.

En este sentido el rol del mail marketing consiste en ofrecer al cliente una interfaz centrada en sus preferencias, para que éste no tenga que bucear en un mar de contenido irrelevante o poco legible.

Más información: Marketingdirecto.com

A film based on terror attack in Mumbai on 26th November 2008 is completed and ready to be released in December 2009. The film is titled “TOTAL TEN” is Produced by Hariom Sharma and Sugastam Kotta (Kumar) under the banner of Sapna Filmms Production House, Co-Producer is Sangeeta Jaywant with screenplay and dialogue by Sartaj Mani and Music by Sunil Patni. The main characters have been played by Sudesh Berry, Ashish Vidyarthi, Sangeeta Jaywant (played role of a muslim widow), Rajan Verma, Homi Wadia, Aroon Bakshi, Ashok Kulkarni, Shiva, Adi Irani, Mushtaq Khan, Rishi, Yograj Singh, Anand Kaushik (Munna) are in pivotal roles.

As every Indian knows that on 26/11 not only Mumbai, India but entire world was shocked with the terror attack by Ajmal Kasab and his nine other partners on Taj, Cama Hospital, Nariman House C.S.T Station and entire North Mumbai in which hundreds of common citizens and many security officers including top officers of Indian force were killed, these terrorist were targeting thousands but were reduced to few hundreds because of our Rapid Action Force and Mumbai Police and finally all terrorist were killed and one Ajmal Kasab was arrested. Rajan Verma who is quite similar to Kasab in looks has portrayed the character of Kasab; Rajan was selected after being auditioned hundreds of actors. “TOTAL TEN” is story of terrorist attack on India.
Sudesh Berry has played role of Late Vijay Salaskar, Homi Wadia in role of Late Hemant Karkare, Ashok Kulkarni in role of Late Ashok Kamte and Adi Irani in role of Late Constable Tukaram Owale. The film has been made with lots of effort and each and every artist has tried to give their best because somehow or other everybody is effected and moved by this terror attack.

Gallina Blanca, una de las marcas españolas pioneras en internet, donde está presente desde hace más de diez años, ha decidido extender su estrategia on line a las redes, con un canal en YouTube, una página en Facebook y, sobre todo, un espacio en Twitter que ofrece recetas de cocina en 140 caracteres y que ya ronda los 1.300 seguidores.

Según declaraciones de Raimon Casals, media & CRM manager de Gallina Blanca, a Anuncios las redes sociales “aportan proximidad al consumidor y la posibilidad de interactuar con una parte de nuestro target al que nos sería difícil llegar con nuestras planificaciones de medios, y hacerlo con un lenguaje diferente y más cercano”.

En Twitter, el usuario puede contactar con la marca para pedirle ideas de cocina. Simplemente tiene que enumerar los ingredientes que tienen en la nevera y un asesor le propone una receta. “A través de estas redes podemos compartir con nuestros consumidores inquietudes y conocimientos culinarios que nos ayudan a mejorar y comprender mejor a nuestro consumidor”, indica Casals.

Gallina Blanca inauguró recientemente una nueva estrategia on line con el lanzamiento de su renovada web (www.gallinablanca.es).

Más información: Marketingnews.es

Los niños y jóvenes de hoy serán los consumidores del mañana y, a tenor de las estudios que intentan hacer un claro perfil sobre sus principales características, serán unos usuarios más que dotados en el uso de las nuevas tecnologías.

Los españoles de entre 6 y 18 años son una “generanción autónoma” y “autodidacta, multitareas, creativa y precoz en el uso de las nuevas tecnologías”, concluye el estudio La Generación Interactiva en España. Niños y adolescentes ante las pantallas que acaba de presentar el Foro Generaciones Interactivas.

El 95% de los menores de 10 años cuentan con un PC en su hogar, así como con un móvil en su bolsillo (en el 59% de los casos) e internet en 71. Además, un 70% de estos niños navegan solos.

En el caso de los mayores de 10 años, el número de PC aumenta: en un 97% de los hogares se cuenta con uno de estos equipos. Los adolescentes tienen conexión a internet en el 82% de los casos y en un 85% navegan solos.

La Generación Interactiva, que es como esta fundación ha bautizado a los niños de hoy en día, usan redes sociales de forma habitual (un 70%) y en un 40% de los casos cuentan con su propia web.

Más información: Siliconnews.es

¿El Marketing Relacional se puede apoyar en los medios sociales? El marketing relacional esta basado en el fortalecimiento de los lazos entre la empresa y sus clientes. Por tal motivo, las empresas deben realizar acciones para conocer, escuchar y aprender de sus clientes. En ese sentido, la participación en redes sociales y la comunicación a través de medios sociales, ayudan sustancialmente a estar más cerca de nuestros clientes y de esta manera afinar nuestra oferta.

Cada una de las etapas de nuestra estrategia de marketing relacional, se puede beneficiar de la participación de los clientes en la Web social. A continuación se muestra un pequeño análisis del la utilización de medios sociales en cada etapa del marketing relacional:

Identificando nuestros clientes

Es necesario tener identificado a nuestros clientes, saber como son, que perfil tienen y donde los podemos encontrar. La labor de identificación de nuestros clientes pude ser complicada en cuyo caso, se dificulta el mantener relaciones con ellos. La participación en medios sociales nos puede ayudar a segmentar e identificar a nuestros clientes, siempre y cuando este tipo de cliente participe en este medio (Internet). En todo caso, la mayoría de veces, es mas barato conocer a nuestros clientes en este tipo de medios.

Informando sobre nuestros productos

Existe un proceso de información donde tratamos de hacer llegar a nuestros clientes, el conocimiento de las ventajas y beneficios de nuestros servicios y productos. Esta es una tarea ardua y necesitaremos la mayor visibilidad posible. Nuestra red de contactos de primer grado nos es fácilmente visible, pero que pasa con los contactos de nuestros contactos? Ahí tal vez ya no podamos llegar fácilmente. Las herramientas de medios sociales nos ayudan a ampliar esa visibilidad, llegando incluso a contactos de segundo y tercer grado. Es la tecnología la que ha hecho posible ampliar nuestra red y llegar a la audiencia que identifiquemos como clientes nuestros.

Más información: Puromarketing.com

Last week, we held 2 webinars on the topic of  “communities and influencers marketing”.
We believe communities are the new media (thus the decline in other type of media) and as such it’s important for brands and agencies to pay particular attention to the ones that matter.

The goal was to share our view on how to get answers to the following questions:

• How to identify and engage with influencers?
  (the core set of people driving the conversation in your target market)
• How to understand the conversation they’re having?
  (i.e: what the influencers on “sales management” or “beauty/cosmetics” are saying when they discuss “how to sale with social media” or “aging”)
• How to  measure the conversation according to your business objectives?

Here’s the link to the recording.
(it’s about 20-30 minutes long)

At the end, you’ll see links to our 3 sample “Industry Influencer Report for Brands”:

Direct marketing blends the art of the message and brand in a communication written expressly for you, delivered to (or viewed by) one person at a time.  So why is data so important to direct marketers?

Direct marketing relies on the 3 R’s:

• communicating the Right message
• to the Right person
• at the Right time

This is an iterative process and direct marketers test, test, and retest so that we know that are delivering the right message to the right person at the right time.  We have the data to back that up.

Once you understand who your best customers are (what channels they shop, what they buy, when they buy them, what messages they respond to, where they live, etc, etc), then you can go after more of them by marketing to highly similar people where are throughout the day. 

Proper segmentation of your customers enables better targeting and higher ROIs.  Conversely, it also allows you to avoid or suppress your lowest performing customers.  With better targeting, each message that is written expressly for them and delivered at the right time has a much higher likelihood of being received and an action taken.  And with data, you can track all of this, every step of the way.

“Aha”, denk ich mir. Wie kommt denn die nette Frau vom Reisebüro XY auf mich? Bei über 1800 ‘following’ werden die zwitschernden Menschen, die potenzielle Kunden darstellen könnten, wahrscheinlich beliebig gewählt. Oder steckt ein bestimmtes System dahinter? Ich bin leider noch nicht dahinter gestiegen. Ich habe zumindest keinen Tweet nach dem Motto “Ich will Urlaub” geschrieben. Aber selbst das hätte denen ja wahrscheinlich nichts gebracht. Also dann doch wieder unpersönliche Massenkommunikation!?

Ich sollte mich mehr mit Behavioral Targeting befassen und den in diesem Zusammenhang eingesetzten Technologien. Da gibt’s ja bestimmt schon einiges. Wahrscheinlich wäre auch eine Art Premium Account sinnvoll, der verbesserte Sucheergebnisse durch Verwendung mehrerer Kriterien ermöglicht oder durch den sogar Suchoptionen gespeichert werden können, die bezwecken, dass regelmäßig Vorschläge für neue Kontakte, Artikel & co gegeben werden. Aber wahrscheinlich gibt’s das schon längst.

Eine Möglichkeit bietet bereits das Geotagging, welches einem Tweet sozusagen die Location des Verfassers zuordnet. Das aber wahrscheinlich noch viiiieeel zu wenig genutzt. Wie fasst alle Anwendungen des Web 2.0!

Por 3.000 euros brutos mensuales y coche gratis durante un año, un consumidor se subirá al volante del nuevo DS3 y escribirá un blog sobre su experiencia. Con esta iniciativa, Citroën da la bienvenida a la marca DS, que la casa francesa ha recuperado como una apuesta dirigida al target Premium. El DS3 es el primer vehículo de esta gama que circulará a partir de 2010.

“El Citroën DS3 es un vehículo diferente”, afirma en un comunicado Alfredo Vila, director general de Automóviles Citroën España. “Es el primer modelo de una nueva gama, con la que pretendemos llegar a un público que desea un coche distintivo, está dispuesto a pagar por él, pero no a abonar más por la marca. Esta contratación nos permitirá conocer de primera mano, antes del lanzamiento del modelo, las impresiones del cliente objetivo de este vehículo y su relación con el DS3 en su vida cotidiana”.

La firma automovilística ha delegado en Manpower Professional el proceso de selección, que se centralizará en la web www.manpowerprofessionalDS3.es, donde esta compañía prevé recibir más de 100.000 currículums en las más de tres semanas que permanecerá abierto el periodo de recepción de candidaturas (del 18 noviembre al 13 de diciembre).

Más información: Marketingnews.es

Schon seit längerem hatte Facebook angekündigt, das Posten von Status-Updates für bestimmte Zielgruppen möglich zu machen. Für Betreiber von Fanseiten ist es jetzt da: sie können nun ihre Status-Updates nach Sprache oder Land eingrenzen (so wie man das bislang schon mit Aktualisierungen machen konnte). Einstellen kann man dieses sogenannte Targeting über den neuen Button neben “Teilen”:

Klickt man diesen Button an, bevor man etwas postet (teilt), hat man verschiedene Eingrenzungsmöglichkeiten:

Tut man gar nichts, ist “Teilen” standardmäßig auf “Alle” eingestellt, d.h. jeder Fan einer Seite kann das Posting in seinem Nachrichtenstrom sehen. Wählt man aber “Benutzerdefiniert” kann man weitere Einstellungen vornehmen:

Zunächst kann man unter “Ort” filtern, was etwas missverständlich ist. Denn zunächst kann man hier nur ein Land eingeben. Erst wenn man das getan hat, erscheint eine Unter-Auswahl nach Stadt:

(Wie man hier sieht, wird man dabei für Großbritannien oder England nicht fündig, da “United Kingdom” wörtlich übersetzt als “Vereinigtes Königreich” gelistet wurde – muss man auch erstmal drauf kommen!)

Man kann aber auch eine Sprache auswählen:

Postet man anschließend über “Teilen” wie üblich einen neuen Eintrag im “Was machst du gerade”-Feld, erscheint neben dem Posting wieder das Targeting-Symbol:

Fährt man mit dem Mauszeiger auf dieses Smybol, zeigt es einem an, welche Eingrenzung man für dieses Posting vorgenommen hat.

Interessanterweise sind jetzt uach einige der Postings, die or einführung des targetings veröffentlicht wurden mit diesem Symbol versehen, das “Nur Freunde” anzeigt. Gemeint ist aber wohl eher “nur Fans”, nehme ich mal an.

Bleibt abzuwarten, ob dieses feature dann auch für normale Profile eingeführt wird…

Achtung: wer die Twitter-Anwendung für Fanseiten http://www.facebook.com/twitter/ nutzt, mit der man seine Facebook-Status-Updates automatisch tweetet, wird bemerken, dass das je nach Eingrenzung nicht mehr funktioniert. Bei mir kommen jedenfalls nicht mehr alle Postings zu Twitter durch…

I’ve always thought that Amazon.com mail creatives were well designed and smartly messaged.  I should know, I used to work there and spent hours pouring over email templates to ensure they measured up to the exacting level of quality that the design and development teams (who built them) had.

So, when I got this email in my inbox today, I didn’t think too much of it.  Pretty colors and consistent branding.  Nothing new.

See?  Pretty, right?  However, when I looked closer, I realized how off this message was.  This is an email with a call to action to sign up for Amazon Prime, which is a service that, for a yearly fee, gets your products ordered directly from Amazon delivered in 2 business days with no shipping fees.

The problem?  I already have Amazon Prime.  And have had it for years.  So why would they be sending me an email advertising why I should get Amazon Prime?  To prove it, here’s a screen-shot of my Prime membership page:

As you can clearly see, the Amazon membership page shows me having been a member from 4/07-5/10 (prepaid through the rest of this year and into next).  This seems like a major gaffe on someone’s part to send me a reminder to sign up for a service I’ve already paid for.  And, quite frankly, it’s insulting…especially with how much I have ordered through their service (would be a safe bet to estimate into the thousands).

A company of Amazon’s reputation and technological horsepower should know better and segment their members accordingly.  If Current_Prime_Customer = YES, don’t send!  Makes me wonder how many other folks out there who are also customers received this.  Come on, Amazon, get with it – especially when the holidays are right around the corner and your claim to fame is intimately knowing a consumer’s profile from their shopping habits.  Are the books and electronics I’m being recommended now off  too?  Should I start expecting baby clothes sales announcements even though I’ve never shown any shopping habits of someone who has kids?  Or denture cream for someone who doesn’t match the usual demographics of someone with false teeth?

Chris Wheeler
Director of Deliverability
Bronto
@ChrisAWheeler

Master Class speaker, Kenny Van Beeck, on YouTube.

More info on the EmailGarage MasterClasses, here.  A one day course with all the insights of tomorrow’s email marketing techniques. Be quick, only 5 seats left.!!

Economic Times (25/05/09) has a very interesting and enlightening article on Indian youth. Written by Mr Rajesh Shukla, the article throws light into some important data regarding the Indian youth market.

Read the article here : Harnessing Indian Youth Power

Some of the important statistics are reproduced below :

The total youth population (13-34) is 390 million which is 38% of the total population and is expected to rise to 440 million by 2020.

70% of the youth reside in over 600,000 villages.
72% of youth are literate.
41% of these literate youth fall in the age group (13-19 years) , 23% fall in 20-24 and 36% are in 25-34 years.

59% of literate youth are male. 7% are graduates and 12% have passed higher secondary.

The article also presents a clear view about the definition of youth. According to Rajesh Shukla , youth refers to a category rather than a group. The difference between category and group is that category has diverse or heterogeneous elements unlike groups which are similar in its composition. Youth relates to an age group that is transiting between childhood and adulthod and may comprise of a conglomeration of sub-groups with differing social roles, expectations and aspirations.

UN defines youth as those in the age group of 15-24 years. UNICEF defines youth in the age bracket of 15-30 years. Indian National Youth Policy considers all individuals in the agegroup of 13-35 years as youth population. NYP divides the youth population into two groups – 13-19 years as adolescent and 20-35 as Youth.

As far as marketers are concerned, the sheer size of this market is a huge opportunity. But no one so far has been able to rightly understand the Indian Youth’s psyche.

As the article points out, the youth market cannot be considered as a group because it is not homogeneous. So does it mean that marketers cannot segment this market on the bases of age alone ? . Segmentation is based on the assumption that the members display homogeneity . So if the members of a specific age group display heterogeneous characteristics, it no longer becomes a segment.
The implication is that marketers should find out variables other than age to segment the Indian youth market.So when age becomes irrelevant, does it mean that the so called Youth Market is a myth just like the much hyped Indian MiddleClass ?
Most of the marketers tend to use Lifestyle as a variable to define segments with in the Youth market. How ever lifestyle segmentation is tricky and highly subjective in nature.

This probably explain the reason why Indian marketers are still finding it difficult to find a formula to tap this huge lucrative market.

What do you think ?

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