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

Quote of the Day: “Adventure Time is the show that best represents my generation because we like the nostalgic aspect of watching cartoons but we also like off-the-wall plots.” –Male, 21, MI 

Snapchat is ready to take over another space: teens’ faces. The app is introducing Spectacles, a new wearable that combines sunglasses and a camera, allowing wearers to capture video of their point of view and share it immediately to their Snapchat Memories. Though comparisons to Google Glass are inevitable, these specs come in bright colors and cool designs, making them more aesthetically appealing—a vital element for wearables’ success. While some might be skeptical of Spectacles, if they are as popular as Snapchat’s other efforts, “the youth will have made wearables cool in the blink of an eye.” (The Next Web)

Campaigns encouraging young consumers to vote are a hallmark of election season—but in 2012, 62% of young Americans reportedly didn’t cast a vote. So this year Rock the Vote has partnered with Doritos to spread the voting message in a unique way. The brand created a limited edition pack of “no-choice” chips with no flavor, no crunch, and boring packaging to show that not voting allows someone else to choose for you, and you might not get what you want. For a spot promoting voting registration, Doritos created a vending machine that dispensed the flavorless chips to any not registered to vote. (Creativity Online)

According to Alton Brown, Millennials have forever changed food entertainment. Ten years ago, cooking shows were all about simple instruction, but the generation’s “preference for bolder, edgier programs” and cooking savvy has changed the content and expanded the “food media landscape” beyond the TV screen. Those Millennial foodies, who might have watched Brown’s “kid-friendly” Good Eats growing up or on Netflix, are the audience for his new web series, designed specifically for mobile. For these viewers, all content will be under five minutes, and “f it doesn’t work on a phone, [he’s] not going to do it.” (Business InsiderFast Company)

Cheetos is bringing their museum back for Halloween. The brand’s summer contest asking consumers to submit their uniquely shaped Cheetos for cash prizes was reportedly one of their most “successful digital engagement programs of all time,” generating over 100,000 stories and photos. Thanks to that success, the brand is rebooting the effort, asking fans to build a Cheetos Monster with the snacks for a chance to win $50K. Turning brands or products into an experience a major marketing trend to attract young consumers. (MediaPost)

Millennials might use more apps than older generations, but they’re also spending more time on their top ranked apps than anyone else. According to comScore data, there are 20 apps that 25% of 18-34-year-olds are using monthly, compared to just 15 among those over 35-years-old. But the top 10 apps among the group are receiving 50% of Millennials’ mobile time, indicating that while younger mobile users have a more diverse range of apps they’re using, their few favorites are still getting the majority of their attention. (comScore)

Quote of the Day: “Bojack Horseman was my favorite show last year because it was funny and real. Maybe too real, just beautiful.”–Male, 23, AZ

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