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.