This chapter highlights the importance of adapting youth marketing tools and strategies by integrating the experience of young people in an encounter with the brand or product. This experience marks the transition to a new type of youth marketing, namely the experiential youth marketing that can be implemented by marketers and advertisers to create a strong and sustainable competitive advantage. The chapter start with the limits of traditional marketing techniques aimed at the youth market and then introduces the experiential approach to better connect with digital natives. Digital marketing techniques help companies and brands capture and decode the codes and norms that shape youth consumption cultures and thus offer a customer experience tailored to these young consumers. The last part of the chapter present examples of brands that successfully designed attractive customer experiences to connect with digital natives and position themselves differently from their competitors.
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Front Matter
