It’s not enough to talk. I need to understand how young people communicate
Argentine martech Kids Corp, specialized in digital marketing for children and young people and families, presents the report The 10 trends for 2024 – Under 18 (U18) and their families, which brings solutions and data that can be applied in campaigns, respecting the standards of privacy for actions involving children and adolescents up to 18 years of age.
Everything is based on data, concern for security and compliance with current legislation, such as the General Data Protection Law, the LGPD, in Brazil. Points that guarantee the efficiency of communication strategies and better use of the budget, so that no unwanted borders are crossed, warns Ricardo Wako, country manager at Kids Corp.
According to the document, 57% of children under 18 in Latin America are concerned about their privacy on the internet. The issue involves possible revisions to the rules. Since 2013, the United States Federal Trade Commission (FTC) has been studying tightening the standards of the Childrens Online Privacy Protection Act (Coppa) in order to prevent brands from profiting from the data of children, who access the internet to play and learn.
The survey indicates that seven out of ten dollars spent on advertising to reach this target are wasted when using platforms designed for audiences over 18 years old. It’s not enough to talk to the U18 target. It is necessary to understand how young people communicate and consume communication, advertising and brand experiences in the digital environment, warns Wako. The use of behavioral, contextual data and historical campaign records is fundamental to direct campaigns.
Read the full article in the propmark from April 1, 2024
