Take a look around on the train home, or while you’re waiting in line for your coffee tomorrow morning. Where are all those tired millennial eyes focused? Of course, their smartphones.
We are all well aware of millennials. Every article written in the past couple of years seems to be about them. I am one; you are one; crikey, the person next to you might even be one too. And yet marketers are still intimidated by these supposedly smart, self-absorbed creatures with the attention span of kittens (just as ruthless too) and the spending power of King Midas.
Take a look around on the train home, or while you’re waiting in line for your coffee tomorrow morning. Where are all those tired millennial eyes focused? Of course, their smartphones. We live for these magical 6-inch rectangles. One moment we are working or socialising or attempting to cross a busy road, and the next, without realising it, our hands slip into our pockets, unlock a screen and hypnotise us in a world of infinite content.
Okay, ‘infinite’ may be a slight exaggeration, but it introduces a good point – there is a massive amount of competition vying for limited attention on these small screens. Hence the stampede of campaigns, like door-to-door salesmen interrupting your nightly streaming binge every couple of minutes. Sooner or later you’ll turn off the lights and put a thumbtack on the doorbell. Or in this case, you’ll delete the app or use an adblocker.
So…how do we target them? How do we engage with them? How do we avoid their scorn?
Sure, you can send countless emails and let them sit unopened…[read the full article at www.salesforce.com]