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ARTICLE REVIEW
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Author’s Note:

ARTICLE REVIEW1
Name of the Article:
Name of the article is “Five things your brand needs to know about marketing to teens”.
Name of the source:
Source of this article is the website of Forbes. Link of this article is-
forbes.com/sites/steveolenski/2015/05/26/5-things-your-brand-needs-to-know-about-marketing-
to-teens/#7605be706248
Article summary:
“Five things your brand needs to know about marketing to teens” is an article which is
written by Steve Olenski, who is the former contributor of CMO Network. According to the
author of this article, the marketing team of a business organisation of the fashion industry has to
develop a marketing plan for the teens. Steve Olenski has identified five things which can be
helpful for the marketing team of a brand to develop the marketing plan for teens.
Whether teens are for a marketing plan or not is analysed in a part of this article.
According to research, among the total disposable income of a teen 41 % goes for food and
clothing. For books and magazine, a teen spends only two per cent. So it can be said that teens
are worthy of a marketing plan. To capture this segment, the marketing team of a brand has to
develop an appropriate marketing plan which will attract potential teen customers.
The marketing plan of a brand should orient to teens while developing the marketing
plan. Author of this article identified five factors will help a brand to create a marketing plan for
teen. By emphasising the five factors, identified by Steve Olenski, a brand should develop its
marketing plan. Five factors will be analysed below.

ARTICLE REVIEW2
According to Julia Benben, marketing director of Freetoes Company, appropriate
utilisation of teen as an intern or part-timer or employee can help a business organisation to have
a clear idea about the market trend (Olenski, 2015). Teens know which brand is losing its
popularity in the market. The marketing team of a company has to amalgam marketing expertise
with the idea and opinion of the teen.
The second factor is identifying the right brand ambassador. Instead of making
musicians, Hollywood stars or sports celebrities, a brand can choose YouTube stars as the brand
ambassador. Teens are much influenced by YouTube stars like Felix Arvid UlfKjellberg or
PewDiePie (Olenski, 2015).
According to Sammy Lau, a digital strategist, the popularity of Facebook is losing its
popularity among teens. Other social media platform such as Tumbler, Instagram and Snapchat
are becoming the popular social media platforms among teens (Olenski, 2015). To attract teens,
the marketing team of a company needs extra involvement in social media platforms like
Instagram and others. So the marketing strategy for teens should be as much adaptable as
possible.
Although teens exercise their own choice while buying food products, clothes and
entertainment but they are not self-dependent consumers. Their parents and other caregivers still
hold a certain amount of responsibility and care. According to Dr Jeff Nalin, doctor of adolescent
treatment centre named Paradigm Malibu, parents are prioritised at every level while dealing
with adolescents. In a year, parents of a single teen spend near about $17000 (Olenski, 2015). So
ignoring teen as a market segment will be a mistake.