This document discusses how marketers target children through digital technologies. As children develop digital literacy at a young age, often with unsupervised internet access, marketers have developed new strategies to target them online. These strategies include advertising through games, videos, and social media using bright colors and movement to attract children's attention. Marketers also collect personal information from children through online surveys and use it to personalize ads. While targeting children, marketers aim to develop brand loyalty from a young age and influence $500 billion in annual household purchasing swayed by children.

1. in a digital age
MARKETING TO
CHILDREN
B Y : M A Y T H A N A S S O R
Photo Source: Pixabay, Vidmir Raic

2. DEVELOPMENTOF
DIGITALLITERACY
BEGINSATA
YOUNGAGE [6]
Photo Source: Flickr, Paul Inkles

3. Not only are homes becoming more media rich but...
Photo Source: Pexels, Alexander Dummer

4. 96% of Ontario schools integrate computers as part of
learning from kindergarten [4]
Photo Source: Flickr, Visible Procrastinations

5. $500 BILLION
A YEAR IN HOUSEHOLD PURCHASING
EXPERTS ESTIMATE THAT 2-14
YEAR OLDS HAVE SWAY OVER
[11]
Photo Source: Pixabay, Vidmir Raic

6. Marketers are directly advertising
to these powerful consumers through:
TABLETS PHONES COMPUTERS [11]

7. FOUR-MONTH ONLINE PROMOTION
WILD PLANET TOYS
SPENT$50,000 FOR A
THAT CONTRIBUTED TO DOUBLING
THEIR YEARLY REVENUES [11]

8. “[They're] relying on
the kid to pester the
mom to buy the
product, rather than
going straight to the
mom.”
Barbara A. Martino,
Advertising Executive [5]
Photo Source: Flickr, Maury Landsman

9. By using stealth advertising techniques, marketers
conceal the intent of an ad... [11]
Photo Source: Pexels, George Becker

10. To their advantage, mature comprehension of advertising
occurs no earlier than age 7-8 [15]
Photo Source: Flickr, Personal Creations

11. Online virtual environments
blur the line between
commercial & non-
commercial content ... [10]
Photo Source: Unsplash, Samuel Zeller

12. Gameverts include the content as part of the entertainment
experience, leading to positive evaluations of the embedded
brands
Native
advertising
[11] [14]
Photo Source:
Flickr, Wesley Fryer
Pixabay, OpenClipart-Vectors

13. Virtual spending is encouraged by rewarding
kids with virtual currency when they click on
sponsored banner advertisements [12] [13]
Photo Source: Flickr, SEOPlanter

14. Such ads have
attention-getting
features
bright colors
movement
branded
characters
to interrupt the glance
theory of media
consumption [7] [11]
Photo Source: Flickr, Evan Long

15. This form of content marketing allows children to interact with the
product, unlike static product placement within the film industry.
Photo Source: Pixabay, StartupStockPhotos
[9]

16. Because “interactive
technology is at the
forefront of kid
culture”...[1]
Photo Source: Flickr, Brad Flickinger

17. Marketers act as online spokescharcters to interact with
children and develop long lasting brand loyalties [2]
Photo Source: Flickr, Don Crowley

18. Why don't adults intervene?
Photo Source: Flickr, Erik (HASH) Hersman

19. Online use is often
unmediated,
allowing advertisers
to elicit personal
information through
surveys [11]
Photo Source: Flickr, Brad Flickinger

20. On social media networks, children are intrigued by
companies premium content offers such as freebies in
exchange for a "like"... [10]
Photo Source: Pixabay, Thomas Ulrich

21. This way
marketers gain
access to their
information and
their network of
friends, to continue
advertising [8]
Photo Source: Pixabay, Gerd Altmann

22. By using complex algorithms, marketers use this data to craft
personalized ads that appeal to individual children
Successful
Marketing
[11]
Photo Source: Pixabay, Pexels

23. AS CHILDREN DEVELOP
DIGITAL LITERACY,
MARKETERS DEVELOP
STRATEGIES TO
STRATEGICALLY TARGET
THEM THROUGH
TECHNOLOGY
Photo Source: Pixabay, Vidmir Raic

24. REFERENCES
[1] BEDER, SHARON. "MARKETING TO CHILDREN". WEB. 3 MAR. 2017.
[2] BEDER, SHARON. "TURNING CHILDREN INTO CONSUMERS". (2009): N. PAG. WEB. 3 MAR. 2017.
[3] CAMPBELL, COLIN AND LAWRENCE J. MARKS. "GOOD NATIVE ADVERTISING ISN’T A SECRET". BUSINESS HORIZONS 58.6 (2015): 599-606.
WEB. 3 MAR. 2017.
[4] CHEN, BODONG, KELLY GALLAGHER-MACKAY, AND ANNIE KIDDER. "DIGITAL LEARNING IN ONTARIO SCHOOLS: THE ‘NEW NORMAL’".
(2014): N. PAG. WEB. 4 MAR. 2017.
[5] "HOW MARKETERS TARGET KIDS | MEDIASMARTS". MEDIASMARTS.CA. N.P., 2017. WEB. 4 MAR. 2017.
[6] MARSH, J. ET AL. "YOUNG CHILDREN'S INITIATION INTO FAMILY LITERACY PRACTICES IN THE DIGITAL AGE". JOURNAL OF EARLY
CHILDHOOD RESEARCH (2015): N. PAG. WEB. 3 MAR. 2017.
[7] MATRIX, SIDNEYEVE. "LECTURE 1 - PROMOTIONAL MEDIA & ANALYZING ADVERTS, PART 2 - ADVERTISING STRATEGIES". 2017.
PRESENTATION.
[8] MATRIX, SIDNEYEVE. "LECTURE 1 PART 01 MEDIA CONVERGENCE". 2017. LECTURE.
[9] MATRIX, SIDNEYEVE. "LECTURE 2 - PUBLIC RELATIONS, PART 1 - BRANDING". 2017. PRESENTATION.
[10] MEDIASMARTS,. "HTTP://MEDIASMARTS.CA/SITES/MEDIASMARTS/FILES/LESSON-
PLANS/LESSON_ONLINE_MARKETING_KIDS_STRATEGIES_TECHNIQUES.PDF". 2015. LECTURE.
[11] SANDRA L. CALVERT,. "CHILDREN AS CONSUMERS: ADVERTISING AND MARKETING". THE FUTURE OF CHILDREN 18.1 (2008): 205-234.
WEB. 3 MAR. 2017.
[12] THE GLOBE AND MAIL,. YOUNG LURED BY WEB ADS: STUDY. 2000. WEB. 4 MAR. 2017.
[13] USA TODAY,. MARKETING TO KIDS GETS MORE SAVVY WITH NEW TECHNOLOGIES. 2011. WEB. 4 MAR. 2017.
[14] WERKLUND SCHOOL OF EDUCATION,. MARKETING TO CHILDREN. WEB. 4 MAR. 2017.
[15] WILCOX, BRIAN ET AL. "REPORT OF THE APA TASK FORCE ON ADVERTISING AND CHILDREN". AMERICAN PSYCHOLOGICAL ASSOCIATION
(2017): N. PAG. WEB. 4 MAR. 2017.