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: “Right now, I’m living at home with my parents and completing my education while also working.” –Female, 21, CA

Christmas in September! The toy industry is predicting that 2015 could be the “best year in a decade” and Walmart is getting a jump on the biggest season, starting its Toy Week two weeks earlier than usual. The retailer forecasts the kid-tested toys that will be the biggest sellers, and Star Wars merchandise, food-related toys (for the mini-foodies), and animal themed playthings are all on the list. (MediaPost)

Sensitivity and political correctness are reportedly ruling some college campuses, and some believe that childhood coddling is to blame. Campus rules and guidelines are beginning to instruct avoiding “microaggressions,” small actions or words that are seen as violent or offensive (asking a non-white student “Where were you born,” for example). Some professors are also being asked to use “trigger warnings,” warnings when course material may include violence and abuse that could “trigger” the trauma of a student who experienced something similar in the past. (The Atlantic)

NBC’s American Ninja Warrior has sparked a full on fitness trend. The obstacle course that contestants battle their way through on the show is being replicated in gyms across the country so that anyone can train to be a Ninja Warrior. Some of these gyms have formed a National Ninja League to grow the sport, with Ninja competitions and championships. At the same time, the number of applicants to the show has skyrocketed, going from 5,000 at the end of season 6 to 50,000 at the end of season seven, the most recent. (Racked)

“Who lives in a pineapple under the sea” might soon be the lyrics in a major choreographed stage production. Get ready for The Spongebob Musical! Spongebob Squarepants is coming to Broadway, and a crazy amount of famous musicians are reportedly contributing to the musical score, including Aerosmith, John Legend, and David Bowie. Actors will play the now iconic children’s show characters, with no prosthetics or costumes, and the plot will be an original story that retains the quirkiness of the series. (Mashable)

It feels like a new brand fighting to become the next Chipotle, aka Millennial and teens new fast/fine casual dining favorite, appears every day—and there’s another to add to the list of ones to watch. Indikitch is a fast casual India food eatery that is planning their expansion in Manhattan. They make all-natural GMO-free ingredients a priority, use an assembly-line set-up similar to Chipotle, and pride themselves on non-bland food with spice and heat. (Business Insider)

Quote of the Day: “My favorite store to shop in is The Apple Store. Best store layout i have every experienced. They have the products I want and the expertise to answer any questions.” –Male, 19, VA

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