Teenage years are often referred to as the “awkward stage” for young people making the transition from childhood to adulthood. However, within the marketing context, there is nothing awkward about the profits that can be amassed for smart marketers who know how to tap into what could perhaps be the the biggest potential growth market today.

If sheer size isn’t enough to pique interest, the influential nature of this enormous market will be of value to anyone who wishes to expand their sales through family-oriented products and services.

Direct marketers used to shy away from teenagers, believing they didn’t have credit cards, and therefore weren’t viable direct response prospects. However, teens now represent a viable direct response audience, with age groups in the 13-19 range spending about $94.7 billion per year, which breaks down to $3,309 per person. At 37 percent, less than half of teen incomes are acquired from parents, while the rest comes from jobs.

According to MSN’s Money Central, one out of three high school seniors have at least one credit card, with half of them having them in their own names. Seventy-eight percent of college students have credit cards. Teens can obtain credit cards without parental approval, according to Ceridian Corporation.

Several payment alternatives like debit cards and student accounts are enabling teens to make their own purchases on the web, but many retailers seem content to drive online teenagers to their physical stores, believing in the older methods of capturing the market solely with a physical presence.

According to a study by the Pew Internet & American Life Project in 2009, nearly half of all teen internet users bought goods such as apparel, books, and music online. When it comes to the largest spending category, it is by far made up of fashion, consisting of clothing (22%), accessories (11%), and footwear (9%).

There are also new online tools emerging that mimic the way teens like to shop in stores, and some of these will enable teens to shop online and instantly get feedback from their peers about a purchase they may be considering. Online retailers that are truly interested in building their teen customer base should review their web development priorities, and put these tools at the top of the list.

Computers are at the center of the communications system for teens, with email, IM, blogs, and even phone calls routed through this network. Not much else is needed, and retailers that want to approach the teen market with their products should try doing it electronically, to make use of what’s already there.

Some points to consider when addressing the teen market:

• Simply offering the products to teens is a simple but often overlooked step. Teenagers like to be addressed as independent consumers, so giving them that satisfaction will automatically boost sales.
• Static, one-way communications are out, and activities embedded within emails and on landing pages that encourage participation are in. There are a number of options including surveys, polls, games, and message boards.
• Learning their language will bring direct communication to a whole new level for online retailers who don’t have the benefit of making themselves understood from a face to face conversation.
• Being bold and colorful with graphics will get attention faster than muted schemes, but after the initial engagement phase, something substantial must become part of the pitch.
• Teens are influencing other purchases at home. The average teen won’t book a family vacation, but can greatly influence their parents when they make a choice about the destination.
• Products that parents perceive as educational or worthwhile will be easier to sell.
• Teens are aware of the economy and the fact money doesn’t grow on trees. They part with money more reluctantly than many adults do.
• Teens have become avid coupon clippers, with everything from cosmetics to skateboards getting some printed version of deals, coupons, and bargains for teens.

Because teens are so adept at mass communications, they can efficiently spread the word about a product or service with startling speed. A lesson learned is perhaps best illustrated through the viral videos and images that get unbelievable rankings without any form of marketing whatsoever, and simply spread through channels like Facebook, Twitter, and YouTube. For this reason, an exceptionally valuable product, a big discount, and meaningful freebies are all good reasons for teens to spread the word.