The challenge of marketing to Millennials
Millennials, also known as Generation Y were born roughly between 1980 and 1995, and while various entities do not share a consensus on the years that start and end the generation, a consensus is forming around consumer behavior of millennials which many outside of the generation have a difficult time understanding, thus communicating with or marketing to this demographic can be complicated.
AGBeat has long written on the topic, offering the the ultimate guide to marketing to Millennials as well as reporting on studies like recent comScore data revealing that Millennials respond to creative ads best, and recently analyzed eMarketer data as to why Millennials trust strangers’ opinions online as highly as those of friends and family.
Bringing clarity to the emerging data is the Pew Internet & American Life Project which addresses the generation of digital natives that were “brought up from childhood with a continuous connection to each other and to information will be nimble, quick-acting multitaskers who count on the Internet as their external brain and who approach problems in a different way from their elders.”
The study unveils the effects of hyperconnectivity and a generation of people who are always “on,” and while most of the effects are positive between now and 2020, the experts predict the generation will “exhibit a thirst for instant gratification and quick fixes, a loss of patience, and a lack of deep-thinking ability due to what one referred to as ‘fast-twitch wiring.'”
On a personal note, as a Millennial, I can assert that the study rings true for much of my own behavior in that if I can’t find something on Google within seconds, I am irritated, and if I reach out to a brand and they say that all emails will be answered within five days, I move on in frustration. Some see the generation as spoiled, but Pew points out that it is more complicated than that and the root source of much of the rapid behavior is hyperconnectivity.
Brands seeking to target Millennials must understand the generation and why there is impatience, but on the same hand, must understand that the generation carries many positive attributes which experts cited in the study are hopeful about:
William Schrader, a consultant who founded PSINet in the 1980s, expressed unbridled hope. “A new page is being turned in human history, and while we sometimes worry and most of the time stand amazed at how fast (or how slowly) things have changed, the future is bright for our youth worldwide,” he wrote. “The youth of 2020 will enjoy cognitive ability far beyond our estimates today based not only on their ability to embrace ADHD as a tool but also by their ability to share immediately any information with colleagues/friends and/or family, selectively and rapidly.”
Schrader continued, “Technology by 2020 will enable the youth to ignore political limitations, including country borders, and especially ignore time and distance as an inhibitor to communications. There will be heads-up displays in automobiles, electronic executive assistants, and cloud-based services they can access worldwide simply by walking near a portal and engaging with the required method such as an encrypted proximity reader (surely it will not be a keyboard). With or without devices on them, they will communicate with ease, waxing philosophic and joking in the same sentence. I have already seen youths of today between 20 and 35 who show all of these abilities, all driven by and/or enabled by the internet and the services/technologies that are collectively tied to and by it.”
Perry Hewitt, director of digital communications and communications services at Harvard University, says this evolution is positive. “It seems easy to decry the attention span of the young and to mourn the attendant loss of long form content—who will watch Citizen Kane with rapt attention when your Android tells you Rosebud was a sled? On consideration, though, the internet has brought forward not only education, but thinking. While we still want to cultivate in youth the intellectual rigor to solve problems both quantitatively and qualitatively, we have gotten them out of the business of memorizing facts and rules, and into the business of applying those facts and rules to complex problems. In particular, I have hope for improved collaboration from these new differently ‘wired’ brains, for these teens and young adults are learning in online environments where working together and developing team skills allows them to advance.”
David Weinberger, senior researcher at Harvard University’s Berkman Center for Internet & Society, says values will evolve alongside the evolution in ways of thinking and knowing. “Whatever happens,” he wrote, “we won’t be able to come up with an impartial value judgment because the change in intellect will bring about a change in values as well.” Alex Halavais, an associate professor and internet researcher at Quinnipiac University, agreed. “We will think differently, and a large part of that will be as a result of being capable of exploiting a new communicative environment,” he noted.
The full Pew study:
Loss of internet access is used as punishment for those who abuse it
(TECH NEWS) Internet access is becoming more of a human right especially in light of recent events –so why is revoking it being used as a punishment?
When one hears the word “punishment”, several things likely come to mind—firing, fees, jail time, and even death for the dramatic among us—but most people probably don’t envision having their access to utilities restricted as a legal repercussion.
Unfortunately, that’s exactly what’s happening across the country—if you consider Internet access a utility.
In the past, you’ve probably heard stories about people awaiting trial or experiencing probation limitations being told that they are not to use the Internet or certain types of communication. While this may seem unjust, the circumstances usually provide some context for the extreme nature of such a punishment; for example, it seems reasonable to ask that a person accused of downloading child pornography keep off the internet.
More recently–and perhaps more controversially—a young man accused of using social media to incite violent behavior during country-wide protests was ordered to stay offline while awaiting trial. This order came after the individual purportedly encouraged people to “[tip] police cars”, vandalize property, and generally exhibit other “riot”-oriented behaviors.
Whether or not one reads this post as a specific call to create violence—something that is, in fact, illegal—the fact remains that the “punishment” for this crime in lieu of a current conviction involves cutting off the person involved from all internet access until a verdict is achieved.
The person involved in this story may be less than sympathetic depending on your stance, but they aren’t alone. The response of cutting off the Internet in this case complements other stories we’ve seen, such as one regarding Cox and a client in Florida. Allegedly, the client in question paid for unlimited data—a potential issue in and of itself—and then exceeded eight terabytes of monthly use on multiple occasions.
Did Cox correct their plan, allocate more data, throttle this user, or reach out to explain their concerns, you may ask?
No. Cox alerted the user in question that they would terminate his account if his use continued to be abnormally high, and in the meantime, they throttled the user’s ENTIRE neighborhood. This kind of behavior would be unacceptable when applied to any other utility (imagine having your air conditioning access “throttled” during the summer), so why is it okay for Cox?
The overarching issue in most cases stems from Internet provider availability; in many areas, clients have one realistic option for an Internet provider, thus allowing that provider to set prices, throttle data, and impose restrictions on users free of reproach.
Anyone who has used Comcast, Cox, or Cable One knows how finicky these services can be regardless of time of use, and running a simple Google speed test is usually enough to confirm that the speeds you pay for and the speeds you receive are rarely even close.
In the COVID era in which we find ourselves, it is imperative that Internet access be considered more than just a commodity: It is a right, one that cannot be revoked simply due to a case of overuse here, or a flaw in a data plan there.
How to personalize your site for every visitor without learning code
(TECH NEWS) This awesome tool from Proof lets you personalize your website for visitors without coding. Experiences utilizes your users to create the perfect view for them.
What if you could personalize every step of the sales funnel? The team over at Proof believes this is the next best step for businesses looking to drive leads online. Their tool, Experiences, is a marketer-friendly software that lets you personalize your website for every visitor without coding.
Using Experiences your team can create a targeted experience for the different types of visitors coming to your website. The personalization is thought to drive leads more efficiently because it offers visitors exactly the information they want. Experiences can also be used to A/B test different strategies for your website. This could be a game changer for companies that target multiple specific audiences.
Experiences is a drag-and-drop style tool, which means nearly anyone on your team can learn to use it. The UX is meant to be intuitive and simple, so you don’t need a web developer to guide you through the process. In order to build out audiences for your website, Experiences pulls data from your CRM, such as SalesForce and Hubspot, or you can utilize a Clearbit integration which pull third-party information.
Before you go rushing to purchase a new tool for your team, there are a few things to keep in mind. According to Proof, personalization is best suited for companies with at least 15,000 plus visitors per month. This volume of visitors is necessary for Experiences to gather the data it needs to make predictions. The tool is also recommended for B2B businesses since company data is public.
The Proof team is a success story of the Y Combinator demo day. They pitched their idea for a personalized web experience and quickly found themselves funded. Now, they’ve built out their software and have seen success with their initial clients. Over the past 18 months, their early-access clients, which included brands like Profitwell and Shipbob, have seen an increase in leads, proposals, and downloads.
Perhaps the best part of Proof is that they don’t just sell you a product and walk away. Their website offers helpful resources for customers called Playbooks where you can learn how to best use the tool to achieve your company’s goals be it converting leads or engaging with your audience. If this sounds like exactly the tool your team needs, you can request a demo on their website.
3 cool ways bug-sized robots are changing the world
(TECH NEWS) Robots are at the forefront of tech advancements. But why should we care? Here are some noticeable ways robots are changing the world.
When we envision the robots that will (and already are) transforming our world, we’re most likely thinking of something human- or dog-sized. So why are scientists hyper-focusing on developing bug-sized (or even smaller!) robots?
Tiny robots could assist in better drug delivery, as well as conduct minor internal surgeries that wouldn’t otherwise require incisions.
We’ve all heard about the robot dogs that can rescue people who’ve been buried beneath rubble or sheets of snow. However, in some circumstances these machines are too bulky to do the job safely. Bug-sized robots are a less invasive savior in high-intensity environments, such as mine fields, that larger robots would not be able to navigate without causing disruption.
Much like the insects after which these robots were designed, they can be programmed to work together (think: ants building a bridge using their own bodies). This could be key in exploring surfaces like Mars, which are not safe for humans to explore freely. Additionally, tiny robots that can be set to construct and then deconstruct themselves could help astronauts in landings and other endeavors in space.
Well, perhaps the most important reason is that insects have “nature’s optimized design”. They can jump vast distances (fleas), hold items ten times the weight of their own bodies (ants) and perform tasks with the highest efficiency (bees) – all qualities that, if utilized correctly, would be extremely beneficial to humans. Furthermore, a bug-sized bot is economical. If one short-circuits or gets lost, it won’t totally break the bank.
Something scientists have yet to replicate in robotics is the material elements that make insects so unique and powerful, such as tiny claws or sticky pads. What if a robot could produce excrement that could build something, the way bees do in their hives, or spiders do with their webs? While replicating these materials is often difficult and costly, it is undoubtedly the next frontier in bug-inspired robotics – and it will likely open doors for humans that we never imaged possible.
This is all to say that in the pursuit of creating strong, powerful robots, they need not always be big in stature – sometimes, the tiniest robots are just the best for the task.
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