Why Your Brand Needs A Mobile Strategy

In the age of texting, Instagramming, FaceTiming, and Snapchatting, it’s no secret that Millennials are obsessed with their cellphones. Mobile devices aren’t just a tool to keep in touch, they’re a way to always feel connected. It’s hard for many Millennials to remember a time when they couldn’t get their friends’ opinions or approval with the tap of a screen. Cellphones are a portal to their peers, as well as a source of endless information and entertainment. Many sleep with their cellphone, check it as soon as they wake up, and can’t even count how many times a day they glance at their phone. As a result, Millennials often consider their cellphone an extension of themselves.

To put this digital dependency into perspective, we recently 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 and to always have information on hand – literally. They’ve grown up using Google as a verb and are accustomed to instantaneous communication anytime and anywhere.

Their cellphones contain so much of their lives from their photos and texts to their apps and social networks. It’s no surprise then that their phones are so personal to them. According to research from JWT Intelligence, half of 18-34-year-olds say  “my phone has so much of 'me' in it that I feel like it’s a mini-me." They’re also focused on customizing their phones with cases and covers that match their fashion preferences and personality. Cellphones are a key into Millennials’ lives and because of this, they want their phones to best reflect who they are.Target

So what does this mean for marketers?…

 
 

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Millennial News Feed

“The issue I am most passionate about is jobs/unemployment, because I need a job.”

—Female, 24, OH

Half of all 13-17-year-olds are on Snapchat, according to Ypulse’s most recent social media tracker—so what are they really doing on there? One BuzzFeed writer observed his 13-year-old sister to find out how to “Snapchat like the teens,” and learned that the “app is [her] life.” She wakes up every morning to respond to about 40 incoming snaps with selfies, which she can do in under a minute. Responding is crucial, streaks (responding every day without a break) are “the MOST important thing,” filters are “VERY big,” and “EVERYONE looks at Cosmo on Discover.” When asked about her dad’s reaction to her incessant snapping she answered: “Parents don’t understand. It’s about being there in the moment.” (BuzzFeed

The Tab, a student-targeted site with articles on campus life and local stories, is not ready to let go of their 2.5 million monthly readers preparing to graduate—so they’ve expanded. The Tab National is targeting for 20-somethings, and describes itself as as “the Vice for people who don’t think that Uber or pop-up markets are necessarily a bad thing.” The Tab’s top-tier U.S. and U.K. university sites have captivated advertisers, who are guaranteed that their sponsored posts will get at least 25,000 page views—more than half of brand stories on the site are getting 50,000. (Digiday

You may have heard that Twitter is reworking their timeline algorithm, but what does that mean for brands? The new layout will use an algorithm to showcase the most relevant tweets, and “collated tweets from brands, athletes, politicians and other public figures will appear at the top of the timeline” so users won’t miss any trending conversations. For brands this means well-thought out content will still be key as “[t]he algorithm will likely favor content with higher engagement.” It could also mean more exposure: “organic posts [will] have the ability to drive enormous engagement and cause a buzz.” (The Drum

According to Pew’s new data, Millennial Democrats are far more likely than older generations and their Republican peers to get their political updates through social media, with 74% who are very likely going to participate in their state’s primary or caucus saying they learned about the election through a social site, compared to 50% of Millennial Republicans. Millennial Democrats are also the most likely to identify themselves as liberal: in 2015, half (49%) labeled themselves as liberals, compared to 41% of Gen X, 40%(of Boomer, and 35% of Silent Democrats. (Pew Research Center)

Luxury menswear brand John Varavatos’s shoppable, touchable video ad powered by Cinematique prompted eight times more Facebook engagement than standard videos. Viewers can click or tap clothing like as the video plays, and at the end of the ad are shown the collection they chose, leading to product pages on the website. According to recent data, 33% of fashion video are considered mainly “brand-building,” and only 16% of brands use shoppable videos. But that could shift as more marketers adjust to consumers’ video-consumption behaviors. (WWDDigiday)

Quote of the Day: “I participated in Bikram Yoga, because I found a few YouTube tutorials on it.” –Female, 24, MN

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