July 17, 2012 Leave a Comment
With an incredible number of today’s tweens and teens armed with smartphones, you gotta wonder just how smart even the smartest of them is. Their communications are an interesting peek into what marketers of tomorrow will be saying and how/where they’ll be saying it.
A few things that stand out:
- The end of the subtle play on words. This generation tends toward more linear, obvious and less introspective use of vocabulary. Gone will be the double entendres, puns and other clever associative headlines in marketing and advertising copy.
- Less. Bored with length, raised on texting, the future looks brief interms of communications’ length and detail.
- Visual interactivity. We’re already getting there, what with Augmented Reality and rich text, but expect much more of it when our kids are the ones making marketing decisions.
- Brand, brand, brand. This is the crowd weaned on the specificity of particular brand relationships. By age eight, many of them have already developed highly sensitive brand preferences, be it Coke vs. Pepsi, Droid vs. iPhone, Hollister vs. Abercrombie.
- The end of marketing as we know it? Many do not read mail, check email, or crack a newspaper. Marketing channels of the future will have to interrupt the growing consumer passivity and resistance to “attraction” media to get their messages across.
- Teleservices redux. Phone marketing will need a re-think, as a large percent of “young people” (as many of our mothers used to call us) avoid the “commitment” of lengthy phone time, preferring the efficiency of texting.
- Fleet of foot. Products and services will need marketing teams who are fast on the prowl for the next hot gathering place, whether it’s digital, virtual or physical. Facebook has been co-opted by moms and corporate brands, so expect the next generations of secret, cool online clustering to re-invent themselves with increasing frequency.
Are we ready?
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn