Peppercomm intern extraordinaire, Madeline Skahill, takes aim at marketers with a direct challenge: figure out how to attract her generation’s attention in your advertising, or suffer the consequences. Read on for her fascinating take…
There are a multitude of descriptions attributed to Millennials that, in most cases, only apply to a handful. However, there is one characteristic in particular that very few millennials have a hard time arguing against—being digitally obsessed.
Recently, I read a Forbes’ article that focused on the best ways to advertise to millennials. It was about making our shopping process as fast and easy as possible. Why? Because if our digital device can do it, our time spent in an actual store should not be taken for granted. The chance of us walking around with a sales assistant and simultaneously looking at the product on our mobile devices is high and the chance of us using our mobile devices to get a product if the service is not being done fast enough is equally as high.
We live in the moment and a fast moment it is. There is no time to waste if our digital devices can get the job done. While Millennials all vary in the common characteristics they share, growing up in the digital world has led us to a common ground of a short attention span. For instance, Millennials take a majority of the credit for making Google, more than just a corporation. Becoming a verb in 2006, “to google” meant you wanted to know the answer within seconds and had a multitude of resources at your fingertips. In this digital world, Millennials are not finding the answers; the answers are simply coming to us.
Therefore, there isn’t a better time than right now for corporations’ marketing strategies to become completely digital-centric and change the way consumers think and buy. Advertisements need to be fast, conspicuous, as well as creatively strategize the fastest way to give Millennials the answers they want. And this can be done through the digital devices that never leave our hands.
Whether it is through social media platforms, news sources, or daily apps, ads that are managed by the scroll of our fingertips will obtain more of our attention than a 30-second television ad in which our short attention span will ignore.The television has become more of a soundboard than a visual form of our entertainment, as many of us are guilty of constantly scrolling through our phones while we claim we are watching TV. Unlike the television, we control the information we want to receive on our digital devices, therefore, a creative, memorable ad on a digital device is more than likely to find our attention rather than on a monotonous cycle of commercials. Our short attention span may be a nuisance at times; however, our short attention span should be catered to in order for a company to be marketable by the current wave of consumers, Millennials.
On that note: show us what you got, marketing gurus.