The quest to understand teenagers and what motivates them is a perpetual challenge. Tina Wells, CEO of Buzz Marketing Group and author of "Chasing Youth Culture and Getting it Right," joined the Go To Market Show to discuss the dynamic of the teen marketplace and how companies are adjusting to its changing trends.    

"I have been in the business now for about 15 years, and one of the things that I have learned is that there are a lot of people out there chasing the teenage market but aren't getting it right," Well says.  One of the main challenges is moving from an environment where marketers told teens what was 'cool' to now engaging and having a conversation with them about what is cool.  

There are other factors at work, too, Wells says. Teens have economic power, with more influence and more disposable income. Teens are also constantly engaged, gathering and sharing information through technology-driven forums like social media and texting. Expectations for immediate gratification have also increased - something that Wells calls 'the era of insanity'.  

So what's the message for marketers.  For one, they have to model their business to respond to shorter time horizons as trends shift quickly.  Getting involved in a conversation with teens can help identify trends in the making.  Engaging teens to help drive the brand through brand ambassador programs can foster peer credibility.  And being aware of how the teen marketplace wields its clout can help with product development and other decisions. Wells says and example of this comes in the wake of the economic downturn, with teens now going for basics at discount retailers like Kohls or Target and using the savings to splurge on luxury items.  She says teens are even starting to question the value of college - with 35% saying they would delay or forgo college because of costs. Many are looking at entrepreneurial efforts, knowing the corporate life doesn't represent the model of stability and success that it once did.

At Salva O'Renick we constantly challenge our clients to look at the  dynamic of value.  Regardless of the audience, value is defined in the eyes of the customer, so finding ways to deliver value (both tangible and intangible) is key to driving brand loyalty.  Understanding the views of specific audiences, like teens is key to shaping a brand experience that delivers authentic value in their terms.

For the teen marketplace, Wells is working to stay on top of the trends and changes.  As the world continues to move at a faster and faster pace it's a challenge that keeps her hopping.

Get your copy of "Chasing Youth Culture and Getting it Right" and learn more about Buzz Marketing online.