It in a bid to align itself with a younger generation of consumers, Finnish mobile phone manufacturer Nokia is set to take steps to “rejuvenate” its brands, according to an article published by New Media Age.
Nokia’s head of marketing for the UK and Ireland, Jon Nichols, has stated that there is a belief that a strategy overhaul will aid the company in tapping into “the next generation of mobile purchasers.”
This new strategy will incorporate a heavy use of social media – including possible social media marketing campaigns – and partnerships with celebrities and brands popular with young people.
Marking the beginning of this shift, the mobile phone manufacturer recently announced a partnership with One Direction – the hugely popular X Factor boy band – that will see the group involved in the creation of an exclusive phone.
Commenting on the switch in strategy, Nichol stated: “This isn’t a standing start, we already have a huge youth market, but for teenagers, we need to ensure that we create the content and partnerships that matter.
“As a teenager, the brands I loved had an opinion and told me whether to engage with them or not. The trick is to remember to not just wade in; otherwise our personality could look like the drunken uncle dancing at the wedding,” he added.
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