Generation S: a generation of youngsters who don’t and won’t know life without a digital screen, smartphone technology, or camera-mediated connectivity. According to Adam Shlachter, children born within the past three to five years (whom he cleverly deems “Generation Screen”) will not only forever be virtually connected and wirelessly “plugged-in” to the world, but they also will never have experienced life without the current, advanced state of technology. Because of this, branding teams must re-engineer their marketing strategies to better cater to a generation that will inevitably have high expectations of the technology that is offered to them.
In order to captivate and entice Generation S into purchasing products, brands will need to “create and redesign sites to render appropriately and dynamically for different screens and operating systems”, particularly through tablet and smartphone touch screens. He further reports that according to a recent study by the Interactive Advertising Bureau, 45% of Fortune 500 companies lack mobile-optimized websites, a marketing entity that he believes will be crucial for Generation S. However, some companies realize the importance of appealing to eyes and minds of Generation S now, despite its extremely young age. Major publishing houses, including Penguin Books, offer aesthetically-pleasing and intriguing learning and literacy apps for children. Check out the video below for a look at how Penguin Books is shaping the expectations of Generation S with tablet reading applications:
So, how can you prepare your Orange County website and mobile applications for Generation S users? It’s hard to predict exactly how branding strategies will adapt to Gen S (considering they are still very young), but you can keep your company ready to jump in feet first by staying informed on the latest screen platforms and applications. As technology and Gen S progress, platforms for screen advertising and marketing will probably be invested in and created for use by big brands and small companies alike. Do your research, sample any new apps that seem interesting and beneficial to your company, and most importantly, don’t be afraid to step out of your branding comfort zone: Gen S will force us all to approach technology in new and exciting ways.
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