In a recent video, Campaign visited the Brixton School of Communication Arts 2.0 with the aim to find out how their students interact with and consume today’s media and advertising. The feedback from the students is interesting and for some, the answers may be quite shocking.
These savvy students study at an advertising school in London, so they know a thing or two about how brands advertise to students. As well as this, they’re students themselves – so they know how they consume ads and media in their everyday lives which can help them identify a good student marketing campaign from a bad one.
When asked about how media and advertising is consumed by today’s student market the Dean of SCA 2.0, Marc Lewis, said: “The way in which this generation are using media and channels and technologies to discover their world and to connect with people in their world is so different to how my generation and my parents and my grandparents generations would have used channels and technologies to discover and connect. So we’re practically not the same species.”
Brands get stuck in their ways and continue to push out advertising campaigns using techniques that they have been using for years; whilst there are tried and tested advertising techniques that are still key in a successful marketing campaign, you need to move with the times in order to keep up with the ever-changing student market. Marc makes a very valid point that older generations and newer generations are ‘practically not the same species’ so some advertisers miss the mark with their marketing due to lack of understanding of their audience.
Times may have changed – but not completely. Several students interviewed stated that they prefer to be able to physically hold marketing material rather than read everything online, contrary to popular belief that students absorb everything from social media, they say the act of having something to hold and consume adds more value. They also like traditional advertising in the form of flyers and radio ads over modern more intrusive advertising.
Students do not like the control being taken out of their hands with the aggressive forms of advertising now present in apps like Snapchat which have started to incorporate ads in between each story so that users cannot avoid seeing them. Despite this, students can admire certain advertising if they see it as an artistic expression rather than just pushing products – there needs to be a balance between advertising and marketing.
Students acknowledge that brands have a big influence on their lives as much as the channels themselves, with one student saying brands have “an emotional stake in me.”
Students are very much aware of the advertisements being shown to them at every turn, on every channel; how do you make your brand stand out?
Break the cycle and develop your marketing strategy to include new, more effective ways of reaching students such as on-campus promotions or student magazine advertising! Stay ahead of your competitors and get your slice of the student market.