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When it comes to reaching teen girls online, traditional marketing efforts are as relevant as MySpace. They’re not only a bundle of contradictions, they’re still building their identities and moving among these different identities every day.
This target audience — let’s call her Caitlyn — changes identities as often as she changes ringtones on her phone. At 13-years-old, Caitlyn has several different online identities: a scholastic identity, a church identity and others for volunteering, family time and, of course, her BFFs.
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