Nokia to Target Young Audiences with New Phones

Finnish mobile phone maker Nokia is on the brink of making a major step in its evolution, which consists in the release of new devices that are based under Microsoft's Windows Phone operating system.

Apparently, the vendor will also make a series of changes to the marketing of its new devices, and plans on focusing on pushing them towards younger audiences.

A recent article on MarketingWeek notes that the company is considering means to rejuvenate the brand, in an attempt to become competitive on the smartphone market once agail.

Apparently, the company will partner with more youth-focused celebrities and brands, and we might see it focusing on the music area, while also making sure that its devices are affordable enough to appeal to as many users as possible.

The company expects for the new approach to enable it to tap into the “next generation of mobile purchasers,” as John Nichols, Nokia’s head of marketing for the UK and Ireland, reportedly 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,” he explains.

“The trick is to remember to not just wade in; otherwise our personality could look like the drunken uncle dancing at the wedding.”

For example, the company will push a handset with screensavers and ringtones personalized by the members of X Factor boy band One Direction, but there will also be other brand ambassadors that will help the company reach to users.

The company also plans on having a better presence on the social media area as part of its more youth-focused strategy, but will not neglect the traditional media either.

Most probably, Microsoft will also provide a helping hand, and some of the latest reports on the matter suggested that the Redmond company is actually set to spend millions on the marketing of its new mobile OS flavor, Mango.