Ypulse Essentials: Apple's Steve Jobs Steps Down, Department Stores Are Digital Leaders, Selena Gomez' Fan Inspired Fragrance

Apple, the hottest brand among Millennials, is changing hands (Steve Jobs — one of the most visionary leaders in marketing and technology — has stepped down as the company’s CEO, and Tom Cook, the former COO, will take his place. We have Jobs to thank for some of the most influential products today including iTunes, the iPod, iPhone, and the iPad, so what does this mean for the future of Apple? Not much…he’ll still be very involved and the company probably won’t change. In other tech news, children rarely watch TV without using other devices simultaneously. In fact, according to a UK survey, they use up to five screens at a time!) (NY Times) (Huffington Post) (The Telegraph)

- Department stores have high digital IQs (because of their impressive social media strategies, sleek site designs, and engaging mobile campaigns. Macy’s ranks as the most digitally driven retailer, followed by Victoria’s Secret, Nordstrom, and Sephora. To remain digitally-savvy, however, brands should institute F-commerce, so customers can purchase products directly on Facebook. In other fashion news, teenagers prefer brands that value self-expression and aspiration, rather than ones with homogenous styles. They like to customize clothes and reflect their own values) (WWD) (Customer Management IQ)

- Rather than just creating another celebrity fragrance (since there clearly aren’t enough of those already, Selena Gomez has a smart strategy: she’s letting fans pick her perfume. They’ll vote online for their favorite ingredients and the most popular ones will be mixed together. She’s also giving away free samples to the first 50,000 people who vote. Between the customization, online engagement, and rewards, this has all the makings of a successful marketing campaigning. We wonder if it will do…

 
 

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Quote of the Day: “There are better things to spend my money on [than luxury products], so unless we are talking about luxury experiences, I'm not spending money on them right now.”

—Female, 30, CA

As we predicted, there’s still hope for in-store shopping. According to a Forrester retail expert and analyst, U.S. retail revenue is expected to reach $3.4 trillion this year, and only 9% is expected to be online. Because consumers still value the ability to “touch and feel products,” retailers with “solid go-to-market strategies,” like Sephora with their digital solutions and Ulta with their unique shopping experience, stand to benefit the most. He reports that only those retailers “struggling to connect with consumers” are closing stores. (MediaPost

Will Instagram take Snapchat’s place as a marketing star of 2017? The platform, which boasts 150 million daily users, is now letting brands incorporate full screen ads to the Snapchat-inspired Stories feature, and companies like Capital One, ASOS, Nike, Buick, and Airbnb are already on board. According to the VP of Instagram Business, brands will be able to target specific audiences through the feature, and one-third of the app’s top stories have been from businesses. (Adweek

LGBT self-identification is rising in the U.S., with Millennials leading the way. According to a Gallup survey, 4.1% of U.S. adults, or about 10 million people, now identify as LGBT—an increase from 3.5% in 2012. Millennials account for almost 60% of that number, most likely because they are “first generation in the U.S. to grow up in an environment where social acceptance of the LGBT community markedly increased.” Our Genreless Generation trend, revealed that Millennials and teens are more comfortable with blending and bending categories, and celebrating new combinations than ever before. (NYMag)

The Binge Effect has inspired Disney to try out the Netflix model. For the premiere of Beyond on Millennial-focused network Freeform, all 10 episodes were released online with fewer ads than shown on TV—a first for the channel. The series, about a young man who discovers he has superpowers after awakening from a 12-year coma, drew in 14.2 million viewers in its first week, with almost half watching online. (Bloomberg

Millennials are skipping YouTube ads, but that’s not necessarily a bad thing. An analysis by LaunchLeap revealed that 59% of Millennials are skipping YouTube’s TrueView ads—those that advertisers only pay for if they are watched to completion. On the other hand, 29% are watching ads to completion—better engagement than on Snapchat. And they’re paying attention: a Google and Ipsos study found that attention paid to YouTube ads is 84% higher than advertising on TV. (Business Insider

Quote of the Day: "I binge-watch content to spend time with my spouse.”—Female, 32, OK 

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