Why Going Mobile Means Being Human

“Going mobile” has been on the tip of companies’ tongues in the past year. Yahoo has more than hinted at this strategy when they revealed their Q4 report in January and recently, a total site overhall, with a more personalized and dynamic interface, amped-up visuals and infinite scrolling capabilities, suggests a more mobile-friendly strategy

Last week, in an attempt to gain back their Millennial following, Facebook also introduced a redesigned News Feed that it called “mobile inspired,” setting a goal for 2013 to “create some mobile experiences that simply can’t be done on the desktop.”  And at this year’s SXSW, the spotlight is shifting from software to devices.  This Mobile Insider article reports from on-the-ground at SXSW stating that companies are also discussing "authenticity" as a top priority, especially when you consider that Millennials' falsehood meter is one of their greatest assets. It states: "The connected generation are the ones who have changed the game for all aspects of advertising and marketing." Building a second screen experience along with personalization, intimacy and being "human" have become necessities among social media, mobile and marketing strategies. 

We focused on this trend in January, delving into why a mobile strategy has become table stakes for companies aiming to engage Millennials and the post-millennial generation (who truly are 'digital natives'). To put this digital dependency into perspective, we surveyed 990 13-34-year-olds about how much they value their cellphone. Two-thirds said they’d be lost without their phone and more than half (54%) feel that their cellphone is a lifeline to the world around them. Millennials want to know what their network of “friends” is doing at any hour as well as to always have information at hand –…

 
 

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Millennial News Feed

Quote of the Day: “I learned to cook through ship to home meals like Blue Apron.” –Male, 24, IL

Some Millennial guys are embracing going gray—way ahead of time. Silver fox hair has joined man buns and merman hair as one of the fads they’re using to express themselves and stand out in the crowd. Though clearly not a widespread trend, Amazon has seen gray hair dye searches increase by threefold in the last year and some celebrities are showing of their silver dos on social media. One stylist tells the Times it isn’t about the natural look: “The demographic of guys who come to me to go gray are doing it more as a fashion statement.” (The New York TimesGothamist

Luxury fashion brands have been targeting teens through Snapchat, which is prompting some to ask if they’re ignoring their core market. Calvin Klein, Louis Vuitton, and Burberry have all had recent campaigns on the platform using teen influencers like Kendall Jenner and Brooklyn Beckham. Although the promotions might miss the mark with their traditional older consumers, as well as most older Millennials, the goal is likely to influence today’s more practical young consumers to buy (or ask their parents to buy) entry-level luxury items. One analyst says that “online as a whole now influences over 60% of [luxury] purchases.” (Forbes

Taco Bell wants to be Millennials’ favorite. Despite benefiting from Chipotle’s E.coli breakout and seeing sales rise 4% last quarter, the brand is still looking to make significant changes and continue to improve their image. New menu items like the Doritos Locos and Waffle Tacos were a hit with 18-35-year-olds, and next they’re adding cage-free eggs. Fast-casual is a threat to fast food titans, but Millennials’ craving for cheap eats isn’t going away—McDonald’s is still the most visited restaurant among 20 and 30-year-olds, thanks in part to their value menu. (Business Insider

The struggle is real for Millennials, and the upcoming movie Get a Job is bringing their employment and financial problems to the big screen. The story starts off with two optimistic, bright-eyed college graduates who are in love and ready to take on the world. Unfortunately, they soon face the challenges of a tough economy with layoffs and downsizing. While they alternately lose jobs and tell each other to “step up,” they attempt to make rent, deal with debilitating student loans, and enjoy being young.  (Entertainment Weekly

YouTube is ready to be the next Netflix. YouTube Red, their $9.99 monthly subscription service, is premiering their first original shows next week, and will launch between 15-20 new ad-free shows in 2016, some featuring popular YouTube stars. The platform plans to attain success with cheaper productions, unlike Netflix’s big budget shows, and is going after the younger viewers that grew up idolizing social media stars. With YouTube focusing on the fans, networks are expecting the influencers to help the platform take-off: “There’s a reason why [millions] of people are watching them and it’s not just because it’s free.” (Los Angeles Times

“The issue I am most passionate about is the economy, because wealth disparity is killing the American dream.” –Male, 27, TX

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