College students live in a world unto themselves on campus, and get a bad rap for not spending much and being hard to reach during the back-to-school season and beyond. But Danielle Malloy, director of marketing solutions for brand partnerships at Chegg, and Mitch Spolan, the digital learning company's executive vice president of marketing services, spoke with eMarketer’s Caroline Cakebread about how the company looks past these misconceptions to help its brand partners effectively reach students.
Do you find that students' brand preferences are set in stone by the time they get to college?
Students come into college either using the products they used at home or products their parents recommended. Once they make friends and shop on their own, they start to determine what brands fit their lifestyle and interests. We’ve seen that brand preferences change for every category as they go through school.