Recently Disney came to an overwhelming decision of dropping junk food ads during the telecast of children programming. This is seen more as a good PR move rather than an ethical one as marketing to kids have quietly evolved from television to other digital media. The need of searching alternatives for advertising to kids? There’s $1.12 trillion at stake, which is the amount spent by parents via kids influence.
There used to be a time when a small kid used to watch cartoons on a well-placed television spot on Saturday and Sunday mornings or even a kid friendly image on the cereal box was all it took to grab the attention.
Since then the times have changed a great deal. The world of marketing to children has grown tremendously complex and tech-savvy. Marketers who try to find new ways of targeting children are aware of all legal federal actions, including intentional marketing strategies that would affect the commercial marketers.
Today, kids who spend less time watching television and more time on smartphones or computers are becoming targets online. Marketers are getting more and more deceitful and are finding every means possible to hook on kids and prey them on their product. With the growing use of smartphones and social media, marketers are finding new ways to target children. Even the parents who are ad savvy are sometimes uninformed about how marketers are reaching out to their kids through their marketing strategies.
Children have to face many unexpected things while surfing on the internet. Most parents are concerned on their child's mental as well as physical safety. Of course that’s the number one concern, but parents should be keener towards kid’s safety on the active online market which is getting hotter by each passing day. They should also speak with their children and discuss about the financial consequences and dangers of being actively online all the time.
Kids are mainly targeted by two of the principal financial predators, those looking to take advantage of them as a market i.e. selling them attractive products and secondly those who’re trying to enter their homes via them in order to gain access to the family's financial data. Financial predators from the advertising market target kids on a daily basis and children are at greater risks.
Any parent who has spent considerable time surfing the internet knows it is flooded with ads and freeware including online games targeted to kids. Additional software is quickly available to children, but their upgrading certainly involves financial transactions. Marketers are aware that tech savvy kids will not find it difficult to get their parent's credit card information or accessing online payment services. So their strategy remains to target kids on a larger scale through internet. Kids have always been a big target market group for the advertising agencies and the internet makes them even more vulnerable to advertising.