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Tag Archive: Brands

The Green Generation

Written on October 4, 2010 by Josip Petrusa

The Millennials, also known as Generation Y, have been referred to as Digital Natives, iGeneration and Generation Me amongst many other classifications that somehow attempt to classify the times of these young people. And though this has become a clichéd experience for the Millennials, since we’re the only generation that has been given an alter-ego every so often, I’m throwing another one into the mix. Mind you, it has some climate and environmental significance.

Over the last decade, the green movement has built-up some considerable momentum. From the introduction of green products to political tactics, legal involvement and the many environmental disasters that have occurred, climate and environmental issues are seemingly here to stay. Especially if the Millennials have anything to say about it.

The Millennials have unknowingly already had a significant impact on the environmental movement themselves. By purchasing cars later in life and not being able to move out, they have positively effected the environment. And though the inclination to be green is tougher than it appears to be, there is a very strong sentiment towards it.

A recent study by LifeWay Research shows that 87% of the Millennials believe “it is up to my generation to clean up the environment.” Something of which 41% strongly agree with. What’s more intriguing is the fact that this sentiment expands into other areas of importance. Fascinatingly, we came up with this thought-process, as opposed to it being forced on to us.

Millennials are amongst the highest supporters of causes, which has significant influence on the products we buy, on the places we choose to work and where we choose to invest. Equally, as the above research study suggests, roughly 66% of the Millennials voting habits will be impacted by a political candidate’s environmental consciousness.

And the numbers only get greener when you get into the dynamics of the auto industry. 64% of the Millennials said they would pay more for a vehicle that was environmentally friendly or one that saves money on energy costs. Further, 73% stated that the environment is an especially significant factor when deciding to purchase a vehicle. And lastly, almost half believe that the vehicle they drive makes a difference in addressing the environmental issue.

I think it’s safe to suggest that the Millennials are concerned about being greener, about the climate and the overall betterment of the environment. Everything reflects that sentiment. And until there are indications that show significant improvements have occurred, green-thinking will only continue to rise. And rightfully so. This is our environment.

So call the them what you like, Climate Gen, Generation Clean-up or the Green-Gen. There can be no denying that the Millennials want a significant green turn around. After all, we do have to live on this beautiful planet for some time still. But I just can’t help but wonder why it’s taken decades to come to this point. I guess you can just add it to our growing list of adversity. Thankfully, us twentysomethings have some time to clean this mess up.

(Photo credit)

The New Twitter is the New Standard

Written on September 17, 2010 by Josip Petrusa

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This last Tuesday evening, Twitter announced a major redesign and launch of a new web interface. After watching the live-feed of the actual presentation, though I was amazed and absolutely impressed by it, I couldn’t help but think what a definitive game changer it will become. And with it rolling-out to all users over several weeks, we all had to simply wait and see.

But low and behold, by late morning Wednesday, I was amongst a “privileged” few who were using the New Twitter platform – hopefully this should show all my tweeps who weren’t otherwise convinced. Furthermore, every inclination I had to it’s game changing ability was made more than apparent. That’s when the ideas, comparisons and futurist thinking took over.

After spending more time playing around with it than anyone would be willingly to admit, of which was at least a few hours, the possibilities, opportunities and future success seemed endless. Though I won’t necessarily address all the new functionality of the New Twitter platform, I will address a series of issue that will not only bring glory to Twitter. And examine how Twitter will single-handedly change what we expect from the internet, social media and all social networking platforms.

Twitter has traditionally been known since it’s creation as a single column of incoming tweets. Other than being able to open a little profile window for tweeps within your stream, there was no sense or ability to stay on the same page after clicking a link. As the picture shows above, Twitter has created a two columned screen. The one on the left representing the incoming tweets, which also has an infinite scroll function. And the one of the right that opens into a new window when clicking on profiles, tweets and tweets marked as conversations, pictures and videos.

With that being said, one of the biggest weakness I’ve always found with anything online is the fact that you always had to move into a new window or tab after clicking a link. The New Twitter not only allows you to watch a tweeted video, but you can continue to observe tweets and send tweets simultaneously. Talk about the leveraged ability this presents to brands, advertisers, companies and everyone else tweeting their own work, photos and videos. It definitely promotes content sharing, while leveraging continuing tweeting and giving us the further ability to absorb more.

The new interface layout will definitely resonate with the Millennial generation, who are amongst the current lowest users of the site. It provides them their growing want for online content while keeping them on the same page and connecting further at the same time. Once the New Twitter becomes mainstream, get ready to see an unprecedented growth amongst this group. All the ingredients are there.

Being a Millennial myself, the New Twitter has created wants for a few more advancements, both equally within Twitter and further online. Why limited the 2nd column to tweets, conversations, profiles, tweeted videos and pictures? Why not open up the actual links within that column? I can only imagine this is the next step within Twitter’s future. But if Twitter created the capability to do this, no one would ever leave Twitter, because, well, you wouldn’t have to. Twitter could realistically become an interface network where everything runs through it. And if Twitter wants to fly me down to San Fransisco, I’d be more than glad to share an idea or two.

Interestingly, the New Twitter also highly reciprocates the a touch-pad and screen interface and functionality. There is no denying touch-screen technology is the future. And it seems Twitter is jumping on board before everyone else. Imagine the impact this will have to Facebook and YouTube. Although YouTube remains king of the video castle, I can only but wonder and believe other online video channel’s will garner significant growth from Twitter’s progress.

Equally, at a time where Facebook users are growing, there doesn’t seem to be the same coolness and overall sentiment that existed 2 years ago. Though it might be a little soon to say anything, but “Facebook who?” has become seemingly more realistic, if my just the slightest margin. But my hunch is Facebook won’t wait around but will match Twitter’s effort with the a sophisticated overhaul as well.

In the end, not only does Twitter win in this situation, but further they have set a new standard everyone else must follow. Aside from the better functionality and content distrubiton, amongst other characteristics, I can’t help but think the New Twitter is targeted towards the Millennials in hopes of getting them on board, since it offers significant aspects of what they want from an online source.

Further, this is an absolute big plus for brands, products, advertisers, companies and anyone looking to promote themselves. It encourages everyone to at least examine the tweet without missing anything and never leaving the page. I can only hope they pick up on this sense of new-age thinking and level the traditionalism behind.

And lastly, it will create a want for something greater. Why should we ever have to leave a page ever again? Why bother using anything else when everything I want is right there? Not only has Twitter raised the bar, they’ve changed the entire framework of the online game. And how we look at it. And how we think about it. And how we act on it.

So, forget about what you knew before. This is the new standard. This is the new online world. This is the New Twitter.

7 Quick Ways To Think Like A Millennial

Written on September 10, 2010 by Josip Petrusa

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It’s always fascinating to watch companies, products and brands trying to target Millennials. Yes, we YouTube, Facebook, text, share and connect, but just because we do it shouldn’t suggest that if you do it we’ll necessarily tag along. Just like you shouldn’t assume that if we “like” a Facebook page, it gives you permission to go beyond that and clutter our news feeds. If we wanted all that clutter, we would’ve asked for it.

With all that being said, many miss the target when going after Millennials. Simply, it’s because they’re not talking, thinking or acting like Millennials. Here are 7 quick ways to get you thinking like a Millennial. I’ll admit, they’re a little broad. But be creative. Be open-minded.

If it’s slower than a text message, it’s too slow.
We’re highly optimistic, seemingly regardless of the situation. Don’t deceive us, but do give us something to be optimistic about.
We sleep with our smart phones. We eat with our smart phones. We go to the washroom with our smart phones. Well, you get the point.
There’s some great and cool technology out there. Use it.
Chances are we’re doing more than one thing at a time. So why do you market and advertise to us like we’re only do one thing at a time.
Any situation we’re in could possibly warrant us to tell someone else about it. Give us something good to talk about. And don’t worry, we’ll make sure to tell everyone about the bad.
Don’t interrupt our daily processes. It would be the equivalent of us interrupting you while you’re speaking. It’s, well, rude. But hold on a sec, I have to send this message…

Targeting the Millennial market is by no means an easy one. Will every suggestion we give ever really be taken into consideration and put forward? I doubt it. But if you’re smart about it, there are a series of clever and non-traditional ways that can be used, aside from the over-emphasis on social media marketing along with other obvious and quickly drawn conclusions. Effort is definitely being wasted in many area’s and missed in others. Though these 7 points don’t necessarily represent all that there is to know about Millennials, but they most certainly give you something to work with. Just remember, think like a Millennial. It’s easy, isn’t it?

(Photo credit)

The Millennials Uncanny Ability to Absorb

Written on September 9, 2010 by Josip Petrusa

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Today’s post originally began as a response to a colleague’s request. Sidneyeve Matrix commented on my previous blog post suggesting my “observation about ‘the uncanny ability of Millennials to absorb’ deserves a separate post,” and that she would like to see my analysis on this behavioural trend. And though I myself replied that the posted would be finished yesterday, after I began writing, a whole can-of-worms seemingly opened up. So enjoy!

We’ve all heard about the many characteristics that make the Millennials something of a unique bunch. From their psychological make-up to their technologically advanced environment and web-savvyness, to say the world has never seen a generation like this would almost be an understatement.

The course of visible change that has occurred in this decade compared to the last is extraordinary. And we’ve already become highly adapted to these evolutions and advances within our daily environments. Though there might be a few arguable similarities, there should be no doubt in anyone’s mind that there are clear differences in the way members of Gen-Y have grown up and are continuing to grow up.

The Last 5 Years or So…

The world we see today is drastically different from that of even just 5 years ago. Well, let me rephrase that. The Millennial’s world is drastically different. How could it not be? Many aspects of daily Millennial life have never been daily aspects of life before. From how Millennials interact with media, to their social media life, understanding how they value brands, and understanding their personal extension and fascination with mobile devices, it’s absolutely amazing to see that all this has happened over the last 5 years or so.

But once we take a step forward, these worldly changes themselves are already in the midst of change. Mobile devices are moving away from cell and feature phones to a world of smart phones, pads and tablets. I’ve already read and seen dialogue for “super phones” amongst current smart phone makers.

Social media fatigue and our constant want for communication has pushed our notions of “sharing” to notions of “connecting”. Don’t get me wrong, we’ll continue to share but we’ll be more concerned about connecting and communicating.

And how could we almost forget about how much more strategy is necessary for marketing to Millennials, instances of un-sponsored Millennials seemingly promoting brands by themselves, more Gen-Y involvement in product and brand success, and how they’re shifting the retail environment.

With the world changing around them, the Millennials have reacted and adapted. And they will continue to constantly react and adapt. But will you be able to match them?

Sharing, Connecting and… Absorbing?

There is no denying Millennials go online and frequent social networking sites. 78% of those aged 18-34 use social media. Equally mobile habits have also increased greatly. And rather than going into this, I implore you view this list of Millennial facts, which provide great online, social and mobile insights. Along with this, there is a series of continuing and growing statistical insights that shed light into this generation.

Millennials are avid YouTubers. While 13-17 year-olds represent 21%, 18-34 year-olds represent 36% of YouTube’s viewing audience, combining for a total of 57%. Of which, they had a significant viewing impact to the over 5.7 billion videos were streamed in the US just this past June.

Further, live streaming video has grown a significant 600% over the last year, with YouTube and Hulu increasing 68% and 75% respectively. And though live streaming itself still represents a small audience compared to others, a year-over-year gain such as this shouldn’t be overlooked. Equally, live streaming sites are 72% more likely to deliver to 18-34 males, who also represent about 30% of the total live streaming video audience.

Additionally, online video shouldn’t be mistaken for traditional TV and video content. With that being said, 41% of 18-34 year-olds watch live TV. With DVDs representing 15%, DVR at 12% and streaming video, via Netflix type sites, is at 7%. With 29% of those aged under 25 watching all or most of their TV on the web.

While all this is occurring, a full 15% of teens aged 12-17 and 18% of those aged 18-24 send over 200 text messages a day, which is about 6000 a month. Not to mention, the amount of emails, social media messages and the BlackBerry BBM use that might be occurring, amongst other forms of communication. And though 200 texts seems excessive, 29% of those same teens send over 100 text messages a day.

Call all this what you like. Sharing, connecting, or viewing, it can’t be denied Millennials are absorbing everything in their path. We have the executive decision to choose what we like. 5 to 10 years ago many of these numbers and aspects didn’t exist. And though they may have been using all this in some form then, the distinguishing fact here is that even though traditional outlets may have decreased they haven’t decreased to such a extent that everything else has been replaced with some new alternative. Rather, many of those levels still remain high while Millennials absorption of new-age technologies have been compounded on top.

Millennial Absorption

In the midst of writing my last blog post, I came across a Millennial theory that “rather than a sense of forward expansion, we’re seeing re-absorption and re-emergence of times past.” The impact of Millennial absorption is due the fact that Millennials are staying up to pace with everything that is being offered to them. As a result, Millennials themselves have reverted to absorbing many other aspects of what is currently available to them.

Even then new isn’t necessarily good enough. It’s the reason many of us watch classic sitcoms and re-runs. Or we simply watch an older DVD. Or spend our time online. Or download something. Or text. Or combine it all in one form or another. We do more while doing more. We are everywhere but we can’t be found. I can imagine how marketers, advertisers and brands must feel. At any given time, we can be online, watching TV and/or using our smart phones but you can’t reach us. Frustrating, isn’t it? There has been no greater time than now to have and execute the abilities of control and choice.

What’s most fascinating about all of this is the notion that all our sharing, connecting and viewing can actually be based on the premise of absorbing information. The Millennials have an uncanny ability to absorb. And much of what we do is done for the purpose of other individuals absorbing our information while we at same moment absorb what others have provided us. It’s a very cyclical and branched methodology. We do things to evoke a response, big or small. It’s the reason why we strategically share online. It’s the purpose behind everything we do. Why tweet? Why update Facebook? We all want people to see what we put up. Why bother otherwise? Why text if no one will text back?

But how much can we take? Like sponges, can we only absorb a certain amount of information? Will we ultimately over-flow and drown ourselves in content? Recent research shows our current lifestyle is changing our neurological processing patterns. So does that mean our minds will evenutally burn-out? Or continue to adapt and evolve? Call it a sense of higher sophistication, growing intelligence, need for attention, curiosity for the unknown or whatever else you like. One thing is for certain, as long as there is an urge, a need and a want for absorbing information, Millennials will continue to do what they do best. The question is, will you be able to keep up with them?

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It’s Not Just About Privacy, Millennials Want Trust

Written on September 2, 2010 by Josip Petrusa

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Historically, information has been used to keep records of citizens, patrons, customers, employees and more. As the times evolved, this information was used to maximize opportunity, improve experiences and simply, use the information to gain any advantage possible. But as everything else evolved, methods of gathering information followed suit.

Collecting information seems like a harmless act. We’ve decided to give it to them, so they have the absolute ability and authority to use it. It’s been in the small print since the earliest days of the internet amongst other technological innovations over the last two decades. And we’ve accepted most of it without question. Even disregarding George Orwell’s concerns from 70 years earlier.

Knowingly and unknowingly, we’ve given up privacy over the years simply by surfing the web. What’s fascinating with this is the growth of social networking sites and our understanding that we’re giving up privacy for the sake of it’s use. 85% of Millennials understand that by participating in social media, they’re giving up part of their privacy. Further, 81% said their social profiles are but only a snapshot of who they really are.

Seems like a perfect trade off, doesn’t it? Alright, so we’ve all signed the “deal with the devil”, since we want to use it but we’re not saying everything about ourselves. And many Millennials have accepted this. Even with mass privacy concerns in the social media environment, users have hardly been deterred from it as a result of privacy concerns. And Facebook would be the perfect example of this. How many Millennials, how many of you have stopped using it because of its extreme privacy issues? Not many. Nothing notable to talk about out of it’s 500 million plus users.

Of course we understand, especially with social media, what we put up will be viewed by others, even by those on the back-end. It’s often been said that our lack-of-concern has made many Millennials unwary of the impact our incredible online use can have for each Millennial’s personal image. Trust me, we understand this. Some of us even want to be found.

Millennials are very willing to accept the “terms of use” in everything we sign up for. From the apps on our smart phones to the many sites we frequent, we understand our actions are monitored. Sadly, we accept it for the sake of use. But at the same time, we hope, we trust that the information that is taken from us about us will be used accordingly.

For many of us, the ideas of privacy and trust running synonymously together. However, mistakenly, we often assume one in the same for both ideas. Merriam-Webster defines them as the following:

Privacy (noun): the quality or state of being apart from company or observation. Freedom from unauthorized intrusion.

Trust (noun) – assured reliance on the character, ability, strength, or truth of someone or something. One in which confidence is placed.

There clearly is two defining distinctions. And though the notions of privacy and trust do run hand it hand, Millennials belief in trading a little privacy does not coincide with them trusting the same environments.

Of those aged 18-29 years olds, 79% “never” trust social networking sites or only trust them “some of the time”. And even though Millennials are highest amongst all users who alter their privacy settings to be more private, there’s an unmistakeable want for a sense of trust of their privacy. We want control of what we put online. And we don’t want our permissions to be dragged in to other unknown areas. But then again it’s easier for everyone to be “tricked” into participating in something unknowingly, since many users, customers, people never “opt-out” of anything. Imagine how useless things would be if you had to “opt-in”. No one would.

A distorted understanding of users-based permissions, of which are in the small print, will cause a negative-trend amongst all users. 70% of all consumers who “liked” a Facebook fan page feel they didn’t give that company permission to market to them. Getting permission from Millennials is imperative. The worst thing you can do is spam a Millennial. It’s not only useless, but it gives us something to hold against you. And trust, we’ll remember. And tweet about it. And start a Facebook page about it. It’s not good for company PR. Since 44% of us have used social media to both rant and rave about brands, companies and products. How about giving us something to “rave” about instead.

What’s interesting about all this, it’s having profound effects on Millennials in the offline world. Millennials trust offline marketing pitches 3 to 1 more than those online. Makes you wonder why there is such an emphasis in online and social media marketing if we don’t trust you. Even though we’re willing to give up some of our privacy, we’re not willing to give up our trust.

The result of this has created Facebook spin-offs like CollegeOnly, where only those in actual colleges are allowed to be users on the site. Investors are not even granted user access. Talk about privacy, trust and a Millennial orientated social networking site.

It seems that even though we’ve given up levels of our privacy, any distrust in our relationship will cause Millennials to react. As issues of privacy have become a growing case, especially with the likes of Facebook – pun intended – Millennials will ultimately not trust the online world or even social media for that matter. So what does this mean to you? It means that you shouldn’t betray us. We’ve given you our privacy but we won’t as willingly hand you our trust. That’s something you will have to earn.

(Photo credit)

Will the Gen-Y Dream Kill the Product Brand?

Written on August 25, 2010 by Josip Petrusa

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I must admit, it’s a pretty outlandish statement. The thought that a single generation of young consumers could halt the wheels of product consumption seems, well, absurd. We’re all about the products. Aren’t we? Having more possessions than we can all truly enjoy. The advertisements are everywhere we look. There’s no getting away from any of it. We want it all. Right?

Well, we do want it all. However, what we want, what Gen-Y wants, has significantly evolved from our consumer notions of the 1990s and 2000s. A recent study, the 2010 MetLife Study of the American Dream, has more than a few interesting tidbits of information regarding this. And it all beings with 95% of Gen-Y believing it’s possible to achieve the American Dream within their lifetime. A number that has grown from 85% in 2006.

Call them young, naïve and inexperienced. They’re a generation that faces the highest unemployment rates, rising debts, and uncertainties created by the recession. Frankly, you could go on and on. Even with all that, their dream grows with wants for “family, children” and “successful careers” leading the way, which are significantly higher than other generations. And though, “financial security” is part of their dream, it’s remarkably lower than that of all other generations. Just another gap in the generational story.

Their unbridled optimism is irrefutable. And this is where the fun begins. What’s extraordinary about Gen-Y’s dream is that it’s not as materialistic as everyone would have you believe. 39% of Gen-Y believe they “already have what they need, and the necessities in life will remain constant.” A notable increase from 26% in 2008.

And like many writers, entertainers, researchers and bloggers, I’ve saved the best for last. One characteristic that is absolutely fascinating but equally holds some serious implications. Not only are those amongst Gen-Y less materialistic, those in Gen-Y who believe that there is a “growing pressure to buy more and better material possessions” has dropped an incredible nineteen percentage points, from 66% in 2006 to 47% 2010.

In a world of increasing competition and unimaginable marketing dollars, a few percentage points means quite literally everything. And when you’re talking about a group as large as Gen-Y, a 19% drop in buying more and better material possessions is undeniably profound. However does this mean that Gen-Y will kill the product brand? Not immediately. But the Gen-Y dream is clearly less ambivalent and concerned about product brands.

Call it what you want. Lack of financial aptitude, growing debt and high-rate of jobless Gen-Y, one thing is clear and that is these trends have grown in their respective directions over the last four years. A couple of years of which were clearly before the recession.

The Gen-Y [American] Dream might not kill the product brand – yet – but it’s clear that Gen-Y is dreaming of a less materialistic future. A future that isn’t interested in product brands. And though it might seem like a cynical viewpoint towards products and their brands, the reality is times are changing and everyone has to adapt to this change. The ones ahead of the curve understand the shift to lifestyle brands and what values Gen-Y has in them.

And maybe you don’t even believe in the American Dream, or in any dreams for that matter. If the numbers suggest anything, they suggest about 95% of Gen-Yers do. The same Gen-Yers who believe in a family, children and successful careers to achieve it. The same Gen-Yers who are dreaming less of materialistic goods year-over-year. If you don’t believe in the Dream, you shouldn’t forget that Gen-Yers do.

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Media and the Millennials: An Eccentric Relationship

Written on August 16, 2010 by Josip Petrusa

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It’s hard to miss the media explosion that’s occurring. What was once a seemingly simple paradigm of television, radio, newspapers, magazines and the internet has branched out into a plethora of varying extensions. From mobile devices and apps, tablets and pads, laptops and netbooks to DVR, on-demand videos and online streaming, pay-per-click online reading, social media and much more, the segmentation and expansion of media is truly extraordinary. A setting Millennials absolutely thrive-in and one you’ll have to wait until the end of this article to understand why.

Traditional Media

The family sitting around the radio is a distant thought. Knowing that at one time the whole country would be crouched around the same few television channels is even hard to conceive. Even the almighty print-press has fallen victim to changing times. Sadly, few of us young ones can recall the time and sounds of dial-up internet and the hours we spent on it doing the simplest of things.

It would be foolish to suggest that times aren’t changing. But this doesn’t necessarily imply it’s for the worse. It implies that, well simply, things are different. A different set of situations and circumstances. With the ongoing segmentation and expansion of media, media itself seems to be on steroids – and it’s nothing short of getting it’s own congressional hearing.

But what does this mean to everyone? What does all this “media” deliver? It ultimately depends on what side of the table you’re sitting on. And let’s be honest about it, it concerns those who deliver it and those who use it. But who will ultimately benefit from it in the end? The brands, marketers and advertisers or the people – the consumers, the customers, the Millennials? Those who now have an exuberance of media outlets to keep them occupied or those who can reach you by any means?

Perceptions and Misconceptions of Media

The introduction of the internet forever changed and shaped today’s world. You could find anything and reach anybody. The amount of information online is inconceivable. It’s almost as if the world was handed a golden-egg. And then that egg began to chip, becoming less golden as time wore on.

Even though the internet has advanced, improved a thousand times over and provided ingredients for opportunity and success a-like, it has become quite a dilemma. Especially once you include all aspects of social media into that mix. The dilemma simply begins by understanding that media itself is not social. Media is a medium in which something is communicated. Inherently, a medium which is not innately social. The idea of social media is in essence oxymoronic.

Social media itself is a strategy and one that is continually mistaken for ideas of social engagement. Equally, this strategy is one based on traditional understandings of the marketing and advertising worlds. That is why so many perceived social media strategies fall short. They follow a medium that isn’t social nor is it engaging. And you shouldn’t be deceived either. Social media takes more effort than many are willingly to admit or even provide. It has to go far beyond the bandwagon and notions of “if everyone else is doing it..”.

The effort needed even grows further when you begin to breakdown all the media available. Media segmentation is occurring at a drastic pace. As media outlets are trying to satisfy the wants of everyone, we begin to see a vast and growing network of customization, specialization and specification. The problem here is that while we’re slowly localizing everyone and understanding that location, the efforts of business have to grow at this same pace in order to match these growing segments. This is an emerging time where we will see more marketing and advertising dollars spent than those of previous years, while garnering less in return.

Millennials’ Media Use

A time where media was a series general outlets is gone. As time goes on, sub-groups begin to emerge and grow. Now there are sub-groups of those sub-groups. Covering everyone with one blanket is hardly possible anymore. And it’s something many customers, especially those young and tech-savvy Millennials, are taking a liking to.

Due to the environment Millennials are growing in and the characteristics they exemplify, they themselves will be something of a quagmire in reaching. What’s interesting here is the idea that they’re actually doing more with more. Watching television while on the laptop is becoming natural. They could even be watching it on the laptop and while doing something else at the same time. Throw in mobile phones and all other aspects of the internet and you have a generation that is not necessarily avoiding advertisements because they want to but because so much more can be done at that time in between.

Advertising is losing it’s touch, and fast. 20 years ago, you really had no alternative. You either waited through the commercial or read through it in the paper. Today, the users, viewers, the customers, the people, the Millennials control what they will and won’t wait through. Again, it’s not because Millennials hate advertisements. We highly customize, specialize and segment our environments to such a degree that it’s become extremely effective and efficient for us. Ads become a time constraint and one we turn away from to do something else.

And it doesn’t have anything to do with Millennials being attention deficit or being “programmed” in a way where they need new stimuli in short periods of time. Millennials are master mulit-taskers. And every second counts. From chats, to tweets, to online videos, BBM, texts, calls, emails, streaming music, status updates, prime television and more, we just like to do more with more.

We Want [Social] Engagement, Not [Social] Media

The more we do, the more we sub-categorize ourselves. We don’t share a whole video, we share a specific part of it. We don’t look at everything in our Facebook and Twitter feeds, we look at segments of it. We customize our lives. We control what we want and we control when we want it. It’s not because we have to, it’s because we can.

Media is no stranger to the Millennials. They are constantly engulfed in it. However, understanding the issues and characteristics mentioned above is truly necessary. As media grows in size and variation, there will naturally be increasing divides. Not only will these divides be problematic for brands, marketers and advertisers, they will at the same time provide Millennials with the control of what they want to be a part of.

The Millennial thought-process will in turn be one that is highly focused on customization and specialization, growing distinctly specific and segmented sub-groups. Ultimately, you will try to get their attention. Just keep in mind that when you try to, media itself is a medium for communication. Engagement is truly what you are looking for.

(Photo credit)

Millennial Values Behind Lifestyle Brands

Written on August 9, 2010 by Josip Petrusa

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Lifestyle brands are becoming something of a hot and growing trend. This emerging branding strategy is becoming highly influential. Simply, it’s no longer about the product. But rather, it’s about the lifestyle that a brand entails. It’s about everything else that comes with the ideals of that brand. Aspects of investment and being included in a community to being part of the story are all crucial characteristics to the relationship Millennials have with brands.

What Lifestyle Brands Mean to Millennials

From Apple to Old Spice, use and functionality have taken a back seat to lifestyle. Values that once were held towards products no longer exist in the same sense. Millennials don’t look at products in the same respect as those of older consumers. Old mentalities that focused on price, use and luxury are gone. New mentalities – and the ones Milllennials highly value – are based on investment, community and being part of the story.

Millennials resonate with lifestyle brands for a variety of reasons. They highly believe in personal extension through brands. Each purchase itself is a statement. Each purchase is strategically calculated. Each purchase is based on the products invested value, what that product brings in terms of being “in” particular communities and where we, the Millennials, fit into the story.

Values Behind the Brand

When we talk about brand investment, we’re not talking about dollars gained. Rather we’re looking at a valued-based return on investment (ROI). This value-based ROI is imperative for Millennials. If the product is known for great longevity, outstanding quality and helps us establish who we are, we’re getting the necessary return and will gladly invest into buying that product. No matter what the actual cost is and if we can truly afford it.

While we continue to extend who we are, we look to others to relate to. Brand communities are becoming more prevalent and continue to grow. It’s not just a matter of enjoying something and having it. It’s about being that Facebook fan. It’s about being part of the “club”. Two products can serve the exact same purpose. However our growing societal perceptions can clearly crave out two different niches.

This can be easily understood with an iPhone and BlackBerry comparison. Just sit there for a minute and think of all the differences you can come up. It’s pretty amazing actually. Two products that do essentially the same thing exemplify two completely different lifestyles. Although BlackBerrys have a greater market share, the iPhone has a distinct and visible club membership that would make you think otherwise.

Being A Part of…

The idea of community can also be extended to other brands. Certain brand communities say certain things and allow you to fulfill certain lifestyles. If you dress like this or if you drive in that, your part a particular community. It has Millennials thinking of their dreams now. Ironically though, it really has nothing to do with prestige or brand hierarchy. And I say that because the majority of Millennials can hardly be considered prestigious or truly afford brands that the upper echelons of society purchase. However, this doesn’t stop for purchasing these brands.

And although the Millennials don’t look at prestige and brand hierarchy, they value the story behind the brand. They value the nostalgia that the brand itself seems to instil within us. And the more the brand is able to incorporate our story into their process, the more it becomes a part of our life. The story, but more importantly being part of it, has a profound effect. So profound that Millennials will in fact purchase the smart phones, the designer jeans, the handbags and anything else that falls into their dream lifestyle. The values of lifestyle brands justify the costs.

As Millennials continually pursue their dream-life, lifestyle brands will keep their prominence and continue to emerge. No matter what the cost and no matter if this young generation can actually afford these products, Millennials will purchase these brands as long as they fulfill their lifestyle conditions. Just remember, it’s not about the product. It’s about the invested value, the community and the story that a brand delivers.

Are You Making Your Brand Haul-able?

Written on August 4, 2010 by Josip Petrusa

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The world is shrinking. In every conceivable way. “More with less” is becoming the underlying common denominator. The slightest edge and chance to get ahead could be extraordinary. With more marketing and advertising going on, less is happening in return. It’s not that we’re impervious to ads, many brands simply haven’t realized how to reach us on a deeper level. Customer engagement has always been crucial. However, consumer engagement with Millennials, on a personal-level, is absolutely imperative.

Millennials Value Personal Opinions

What’s fascinating here is that Millennials have started and expanded on this personal engagement, well, on there own. And it’s a phenomena that has taken YouTube by storm. This personal engagement has come in the form of “haul” videos. These videos are based on a simple idea. You go shopping and you, quite literally, show the world what you bought.

So simple, easy and groundbreaking. And the trend is taking the online world by storm. Good Morning America recently did a story on it and has been following it over the last few months. These video bloggers, who are vastly represented by Gen-Y female teens, are putting up thousands of online videos equalling in the millions of free-advertising hours. Everything from fashion to make-up and accessories, amongst other products, is being showcased.

The Numbers Behind the Haul

It’s something that has caught the attention of major retailers, such as Forever 21 and J.C. Penny. Vloggers Elle and Blair Fowler, two sisters aged 21 and 16 respectively, are leaders within this field. Their haul videos have accounted for more than a 120 million total upload views and 800,000 subscribers. Those are some significant numbers. And numbers that shouldn’t be overlooked.

Understanding the numbers behind YouTube shouldn’t be overlooked either. In May, just under 104 million unique visitors visited the site within the month. YouTube out-streamed hulu.com by 5 billion videos as of June. But most importantly, those aged 13-17 and 18-34 represent 21% and 36% of all YouTube viewers, equalling a notable 57% of all viewers.

Now, when you combine the two sets of numbers you get some interesting potential. It goes beyond the understanding that YouTube has an enormous audience. It’s about trying to hit a demographic that has been said to be impenetrable. But yet, unpaid Millennials were able to generate millions and millions of views. Something many brands can’t even accomplish with “great” marketing strategies and advertising dollars behind it.

Is Your Brand Haul-able?

So, is your brand haul-able? Does your brand understand that personal opinions are absolutely priceless? Does your brand understand that customer and consumer engagement are one of the most crucial aspects of reaching individuals on a personal level? Does your brand understand that these are the characteristics that will ultimately have the biggest impact on Millennials?

Young vloggers, such as Elle and Blair, have accomplished something that most brands would literally kill for. And although their vlogging might be questioned as retailers come into the mix, the reality is, even if their vlogging becomes sponsored, their viewers will still react to them.

Personal opinions are ultimately the most powerful. Something we all cherish from friends and family. Something that will also ultimately cause brands to become more personal. For Millennials, there is nothing more valuable than this. And until brands realize this, they’ll advertising more and receiving less. As per usual, leave it up to Millennials to figure out how to reach other Millennials. Again, I ask you, is your brand haul-able?

Why and How You Should Be Mobile Marketing to Millennials

Written on August 3, 2010 by Josip Petrusa

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The last few years have been nothing short of exciting and challenging times for marketers and advertisers. The lanes of communication have greatly expanded. And advancements in technology have questioned and defied traditional media outlets. It seems that at a time when we have the greatest abilities to reach the customers and consumers, truly reaching them has become completely mystical and elusive. Something even more complex when dealing with the Millennials.

Don’t Forget About Mobile

The continued growth of the internet, the continuous expansion of social media and networking, and the mobile communications arms race have given us the greatest reach we’ve ever had. But it seems that old habits die hard.

These avenues have been polluted by our traditional understandings of marketing and advertising. And though I’m not knocking the fundamentals, I will say they can’t be used in the same manner as they have been used traditionally. It’s the reason why social efforts often fall short. And it’s this emphasis on “social” that has everyone failing to realize that mobile exists.

The overshadowing of mobile marketing by the social world is something I find fascinating. Facebook users only represent about 41% of the US population but nearly 80% of the US population has a mobile phone. Increasingly, young Gen-Y is experiencing significant social media fatigue, is amongst the lowest online users and is declining in social networking activities. However, this same demographic has high rates of mobile use and ownership, of which it has increased greatly year-over-year.

Understanding Millennial Behavior

Millennials in general are becoming accustomed to constant mobile use. So much so, that their daily behavior is increasingly mobile based. It’s also a characteristic that will increase as smart phones and pads/tablets become the norm. And even with such high rates of mobile ownership and use, less than a third of marketers believe optimizing mobile marketing is important to their customer. And they might have a slight point. But only a slight point.

Experiencing a telemarketing or spam-type situation could infinitely damage your reputation. People don’t want to be bothered with non-sense if it’s of no interest to them. But, these same people wouldn’t mind receiving some kind of a deal from time to time. And when it comes to Millennials, getting an “exclusive” deal is a huge selling point.

Another huge selling point is being able to access websites through mobile means, and not simply receiving bits and pieces of the site itself. Only 32% of websites mirror full sites. Anything less will be something that will draw me and other Millennials away from your site.

Millennials want to have the ability to do everything now. We will use any opportunity we get to do something through our mobile phones in order to save time later in the day. It’s just that simple.

Breaking Down The Numbers

I was kidding, it’s not that simple. With the rise of location-based social networks, such as Foursquare, there has been the inclination and belief that this will lead to greater business growth and opportunities for those who use it. But research shows that location-based services amongst online US adults is insignificant. Not to mention that there is also a growing “check-in” fatigue, which has caused the creation of apps that run in the background that check-in for you. As a marketer you have to question the usefulness of location-based services if people won’t be checking-in themselves. And how you will reach these passive customers.

The reality is that mobile marketing requires a multi-platform approach, which is something 80% of retailers said they don’t have the capability to accomplish. And though apps will be the future for Millennials, understanding the breakdown of your online mix is absolutely necessary. Mobile video viewers will represent 30% of the US population by the end of this year, and this is expected to double by 2013.

Equally, understanding that 56% of consumers simply subscribe to brand sites by email while 32% subscribe via email and Facebook, and 4% subscribe via email, Facebook and Twitter. All of which have a commonality. They can all be accessed by mobile phones.

Mobile Marketing to Millennials

Millennials are significant mobile users. And where they have experienced levels of fatigue in the social world, the mobile world appears to be roaring ahead. But you can’t simply put something out there and hope for them to react. You have to understand that we access everything through our mobile phones, so why not strategically place and reinforce these actions through text, email and social media.

But do this wisely. Overexposing your marketing efforts will make it less effective, bland and we will disregard them. However, if you do it in a timely fashion you can capture these Millennials while they’re on the move. Access is a defining factor. How are we suppose to do things on-the-go if your website can’t support our mobile means and wants.

With all that being said, mobile marketing is definitely easier said than done. It takes more work than a simple message. It requires apps, timely placed emails and social networking notifications, and understanding that for Millennials our mobile phones are extensions of our self’s. If it’s meant for us, it has to be personal. Building that relationship is imperative. When we feel it’s exclusive and directly sent to us, we’ll respond. But this shouldn’t suggest all you marketers and advertisers should do it whenever possible.

Think of it this way. Our mobile phones are one of the most personalized and cherished things we have grown to own. We use it to establish and connect with our personal relationships. You, the brand, the marketer, the advertiser, has to create that personal relationship. It’s not easy nor is it meant to be. But understanding these how’s and why’s of Millennials will be rewarding. Just remember, it’s not “business.” It’s “personal.”