Intel Corporation is an American multinational semiconductor chip maker corporation founded by semiconductor pioneers Gordon Moore and Robert Noyce. Intel is ranked 56 on Fortune’s 500 List and remains the world’s largest semiconductor chip maker, based on revenue (Fortune 500). According to their 2010 Corporate Responsibility Report, Intel will “continually push the boundaries of innovation in technology, business, manufacturing, and corporate responsibility,” through advanced chip design capability and leading-edge manufacturing capability. As leaders in the semiconductor industry they are transforming their market strategies to target young consumers, ages 19-24, instead of businesses. Intel Corporation noticed a real switch in pushing growth from their business customers to the average consumers during their 2009 downturn. To young adults, or the “digital natives,” technology is an indispensable part of their lives and they are the people who don’t wait to buy a new computer or latest technological innovation. For that reason Intel is striving to be noticed by this generation of early adapters and to be relevant to them because they are the people who influence purchasing decisions. The more that Intel explores social media, the more power they see of this group. This phenomenon is driving Intel’s evolution in marketing, the move from business marketing to the consumer. Deborah Conrad, Intel’s chief marketing officer, stated in a mid 2010 interview with Laurie Burkitt of Forbes Magazine, that the “[company’s] executives want to win over consumers, particularly artsy 19-24-year olds who tend to be trend setters in their communities. Those are the people who can make new technology products fly off shelves.” This year Intel led a new marketing campaign in collaboration with Montreal-based magazine Vice, what it calls the Creator’s Project—a multi-year, international marketing program designed to showcase technology-influenced art, film, and...
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