The mobile rings, you wake up. Check up on the overnight emails and reply. Time for office. You listen to music on the ipod while travelling. Tweet and network in between through your smartphone. Reach office and your computer accompanies you the whole day. You comeback home and there is your PC, ipod, smartphones, televisions, PlayStation etc.
Welcome to the age of Screenagers. This is what the Economic Times pointed to in their recent Brand Equity article
Screenagers dont have enough attention span to grasp the ad message as they have too much to do in too little time. It is like solving a Attention deficit hyperactivity disorder. Web2.o is a boon to reach your target audience. But what Is the use if most internet ads face the fate of a spam.
What can a marketer do?
We have entered into a very important demographical phase where the youth are the majority, atleast in India. There is a barrage of information under which the screenager is buried all the time. The screenager, totally time strappedsneaks in every minute possible to network, tweet and update themselves.Smartphones and netbooks have just taken it to another level.
Catch them in their addiction itself. Reach them on their screens with interesting, short content. No matter how interesting you might be the screenager has enough tools to ignore you and bookmark you.
Out-door advertising will gain importance. The attention deficit, youth suffer from has to be supplanted by Outdoor media. Here again the golden rule is simplicity, tell only what the screenager wants. Remember the screenager is smart enough. Anything cluttered and he/she wont bother much. The outdoor media should lead the screenager to some form of screens.Websites or Phones.The new axe OOH ads have had a home run in that respect. Simply outstanding. If that can be done then your advertisement has managed to get ahead.
Agreed, Web2.0 is important but dont just leash out on the web, thinking that your ads will reach millions of people.A million people concept is a double edged sword.Carefully analyze, where you want your ad placed. Empathize and avoid any internet marketing mistakes.
During recessionary times characterized by low purchases, Make your ads talk less and connect more. Screenager is intelligent enough to understand that Deepika Padukone uses orbit everyday rather than her having to tell that orbit is her personal dental specialist. Stupid ad. The age of star testimony is over.
Reach them when they are more relaxed. Capture the screenager for undivided 5 seconds, and you will be looked up on the web. Again in this respect OOH advertisements play a great role.Fantastic insight by Axe again. Read more.
Consumers now want a dialogue with a brand and nothing promotes it better than regularly updated blogs, a great pulse.
Thematic ads will be the way to go, with other sub ads under them. The recall value will no longer follow the old formula of dragging the same ad for a month. More short ads in a month is better than one big ad.
Web 2.0 is all about interaction and if you dont interact with the screenager, he/she flips and surfs over you.