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How Will Technology Affect marketing To Younger Generations?

Over the weekend, I saw a commercial where children were sitting around talking about how much they love to read. Instead of showing them flipping through the pages of an actual book, however, they were holding up Kindles! With recent studies showing that more toddlers can play a computer game (58%) than ride a bike, it’s time to face the fact that children growing up in our high-tech world are going to experience everything in a much different way than I and many other generations have. The Kindle commercial got me thinking – what does all of this mean for marketers?

The facts below illustrate key findings and how the information can be translated in a way that may help marketers to target younger generations as they come of age in this new, technology-centered world.

Fact: 58% of boys and 59% of girls can play a computer game or make a mobile call (28% boys, 29% girls). This means that the tech gender divide between boys and girls is almost nonexistent. Takeaway: There may be less gender stereotyping with online and mobile advertisements in the future. This may mean larger and more diverse markets for products and services that typically were marketed mainly to one specific gender in the past. Additionally, both men and women will be equally accessible through mobile and internet channels of communication.

Fact: More than half (51%) of six to nine year-olds use some type of children’s social network, including Webkinz and Club Penguin. Takeaway: Many individuals today still insist that social networking sites such as Facebook will die out over time. This fact, however, proves that social networks will continue to become an important form of communication for children in the future. The sense of community that they find through these sites, and the opinions and experiences that they find on there, means an even higher likelihood that friends, family and acquaintances in these networks will play large roles in how they perceive brands and products.

Fact: 7% of babies and toddlers have an email address created for them by their parents. Takeaway: It can be assumed that most children in this age will have several email accounts: a personal email set up by them or their parents, a school email address and possibly a work email address down the road. The personal email will always be the most important, and they will be maintaining these email accounts for a much longer time than any of us have so far. Because of that, email marketing will need to be eye-catching, relevant and infrequent in order to grab their attention. Otherwise, they’ll just learn to filter everything that they don’t want to see.

Fact: Almost half (47%) of eight and nine year-olds talk to their friends online. Takeaway: When’s the last time that you saw someone showing their friend something that they found in a newspaper? The days of sharing tangible news items are over. In our world, and in the world of future generations, information will continue to be transferred quickly from one person to another via online communication. This means that a brand’s online presence must not only be informational but entertaining as well in order for it to be shared. A good example of this is the Old Spice “The Man Your Man Could Smell Like” commercial, which has exceeded more than 45 million views on YouTube. At the end of the day, however, it is still a product advertisement.

Fact: The rise of the internet is strengthening our ability to scan information rapidly and efficiently. Children are becoming more skilled in where to find things and less skilled in actually remembering information. Takeaway: Future generations aren’t going to remember exactly where they see an advertisement online. They will, however, remember how to find it again if it sparks their interest! Providing valuable product information and creating engaging, memorable content will be the best way to grab the attention of future generations. Since younger generations will be used to quickly scanning sites for information, high quality, colorful images will play a very important role in how to draw them in.

Technology and communications are changing, and they will continue to change. Marketing to a younger generation will be a challenge. Will your business be ready for the generations to come?


AVG Digital Diaries and The Huffington Post

Top reasons why companies create an online store

Ever thought about  creating an online store for your company, but not sure if the benefits outweigh the expense? Below is a list of the top reasons that companies pursue the creation of an online company store to manage their print, promotions and company apparel.

1. Control their brand image. Companies have been fight brand abuse for a long time. A company store provides a system of protection for their brand.
2. To organize and control their purchasing efforts. By creating an online store, companies are able leverage their dollars, provide a centralized location for buying and gain control of a disorganized mess.

3. Corporate apparel made easy. By creating an online store, companies are able to control the quality of the apparel that their company employees are buying and wearing, as well as the quality of decoration that is being placed on the shirts. Why have a nice shirt with bad embroidery? Or great embroidery on a poor quality shirt? Control both with an online store.
4. Who, What, When & Where??? Without an organized system, companies with multiple locations and departments have purchasing that is fragmented and out of control. An online store let’s you know who bought what, when and where they shipped it to.
5.  Administration costs are through the roof! Current processes and proceedures take too much effort and energy, which often times is being done by multiple people in different locations, which costs the company a lot of money. An online store can centralize your purchasing processes, save you money and give you back the control you need.
It all comes down to the desire and need to make things easier and save money. If your company has more than 100 employees located in different parts of the state, country or even the world, it would be a wise choice to examine what a company store can do for you.

Chris Morrissey is owner of Proforma Big Dog Branding, a premier provider of promotional products, printing services, ecommerce websites and eco-friendly marketing solutions.

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