Meet the Youngest Consumers of Today

Introducing the Pluralist Generation

We know all about Millennials. But as the youngest turn 18 and graduate from high school this year, have you wondered who’s next? Experts in generational studies have named the next generation the “Plurals” and major media companies across the country, including Warner Brothers, Disney and Sony, have accepted and amplified this research. This generation of about 72 million, circa 1997, represents those aged 0-17.

As marketers, it is essential to understand each generation and really take a close look at the life experiences that determine media consumption trends, brand engagement levels and decision-making behaviors. Here are three key insights and implications that will help us evolve our communication strategies to align with the values of these rising consumers:

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The Value of UX & Design

Blood, sweat, pixels. Marketers and advertisers, you know why it’s worthwhile. We might feel as if we shouldn’t have to justify our own craft but it’s important to have facts and case studies that prove ROI to clients. Let’s call it a crash course in understanding the value of design and user experience.

We’ll start with a few reality checks.

1. First impressions really matter. The average goldfish has an attention span of only nine seconds. Believe it or not, longer than that of the average internet user. So you’ve got up to 8 seconds. UP TO. It actually takes no more than 50 milliseconds for users to form an opinion and decide whether or not they bounce.

2. Ninety-four percent of a website user’s first impressions are design related. Despite what you learned in middle school, we all judge books by their covers. Forty-two percent of shoppers base their opinion of a website on “overall design alone.”

3. Lastly, slow and steady doesn’t usually win the race. In fact, a 1 second delay in your site speed can result in a 7% decrease in conversions. Amazon.com even found that every 100 milliseconds of load time correlated to a 1% decrease in sales. Additionally, 64% of online shoppers admit to not completing a purchase because the website was too slow.

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10 Ways to Help Transition Brands to a More Global, Mobile, Software-Driven World

Last week, content marketing platform, Percolate, hosted over 400 marketing professionals at their “Transition” conference to demonstrate how technology is reshaping the marketing world. The conference explored the myriad challenges that brands face as the number of Internet users doubles over the next five years — from three to six billion across the globe. Here are ten takeaways from a few of the startups and century old brands that came together to discuss transitioning to a more global, more mobile and software-driven world.

1. Make more meaning from data

Although more data is becoming more available, there isn’t necessarily more context being provided to explain and understand that data. The best way to make big data actionable is to pair the statistical information with stories, clearly implying whom the data should matter to most, why and what the overall significance is.

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Mobile Location-Based Marketing Presents A Golden Opportunity for Brands

This week, Asif Khan, President of the LBMA, visited the Digital Lab to demonstrate how brands and marketers are leveraging the power of location-based marketing. In particular, Asif noted how marketers’ recent obsession with data has overlooked the fact that much of that data contains location-based information.

In a study with IBM, the LBMA found that 85% percent of all data being generated in the world today has a location element. While GPS is the primary tracking system in America, it does not facilitate indoor location monitoring. That is where cell tower triangulation, WiFi, Beacon and low energy Bluetooth technology come into play.  

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David Shing Visits the Digital Lab

Today in the Digital Lab, AOL’s “Digital Prophet,” David Shing, gave a 360-degree overview of the creative communications industry and the connected human. His talk covered an enormous amount of ground but here are a few of our favorite insights and implications for marketing and advertising:

1. TODAY, BRANDS OWN BREAKING NEWS

This means that as marketers, we have to be current and help our brands not just join the conversation, but initiate conversation. Shing asked, “What’s evergreen? Seasonal? And one-off?” 

2. THERE ARE NO GATEKEEPERS IN DIGITAL

We don’t know if there will ever be zero gatekeepers in our industry, but the obstacles may be shorter and more easily broken into than alternative mediums. Undoubtedly, digital is accessible and facilitates real-time outreach. 

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Organic Influencer Outreach Strategy

It’s no secret that brands usually have to pay big bucks for celebrity endorsements. Celebrities attract attention and their personas are meant to leave lasting impressions on brand loyalists and potential consumers. Although just about every brand on the planet could benefit from Beyonce’s endorsement, there are ways to leverage influencers that don’t cost $50 million. Whatever the social or CRM budget, it’s worthwhile thinking about an organic outreach strategy.

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Do You Dropbox? A Look at Cloud Storage

At Digital Surgeons, we drop our working projects into the big (somewhat scary) virtual box. The Dropbox. We place an absurd amount of confidence in this hosting service - because it’s given us no reason not to. And we love it. It’s like an all-access meal plan in college. Or the fast pass at Disney. If you don’t use Dropbox, you’ve at least heard about cloud based file storage or use a similar service like GoogleDrive, BOX.net, BitCasa or Hightail (formally YouSendIt). We have a business account with Dropbox, providing a good amount of space to access and share our files within - anytime, anywhere with anyone.

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