Friday, August 10, 2012

The World on Demand: Preparing for Generation “Screen”


Although Generation “S” may not be the official term for children born during the last three to five years, it is certainly catchy and reflective of one of the most exciting revolutions of the digital age.  Online advertising publications, blogs, and forums are abuzz with this phrase.  Generation “S” experiences the world differently from their “Echo Boomer” or “Generation Y” parents, who are no strangers to fast-paced technology either.  Generation “S” has been born into an era in which the “Screen” is King.  Virtually everything is accessible via the screen: shopping, entertainment, communication, education, and social interaction.  These smartphone and iPad savvy youngsters will have very specific expectations for marketers, retailers, publishers, and brands in the years to come.



How do today’s brands respond and prepare for these technological connoisseurs?  Generation “S” will want seamless transactions and communications.  The most important thing companies can do is create mobile-optimized websites.  The Interactive Advertising Bureau (IAB) has offers great ways to elevate a company’s digital presence for mobile users. http://www.iab.net/mobilecenter   By checking into the IAB’s Mobile Marketing Center of Excellence, companies can easily analyze their website’s mobile user experience and learn how to improve results.  The Marketing Center of Excellence also offers useful case studies and data points.

Additionally, companies should toss their hats into the burgeoning App arena.  With Apps, customers experience brands and contents in new interactive ways.  Many education companies have already started to do this.  Crayola ColorStudio, for example, has an App that allows children to “color” on their tablets.  The stylus used looks uncannily like a Crayola marker.  And, many museums today allow visitors access to Apps that correspond with featured exhibits.  Imagine accessing Houston’s Museum of Natural Science in the palm of your hand.  The possibilities for a Generation “S” screen-driven world are endless.