Let’s Team-up!

Leaping up and away from my last post on video games we consider the idea of having a team-up-ready attitude; the dexterous marketing spirit of today.

Jeff Fromm and Christie Garton talk about Participation Economy in their book “Marketing to Millenials” (2013).  If you were born between 1977 and 1995 you are a Millennial and you roughly fit into one of six millennial categories, according to the authors—Garton herself a millennial.

“Not willing to be passive consumers any longer, this generation wants to actively participate, cocreate, and, most important, be included as partners in the brands they love” (p. 8). Fromm and Garton talk about marketing strategies needing to change their mentality from one that markets at millennials to a mentality that markets with millenials.  The old marketing framework pushes measuring ‘Return on Investment’ where as the new model would advise gauging “Return on Involvement” as a more effective approach.

Madison Montgomery from American Horror Story: Coven.  “I am a millennial.”  Retrieved from http://undercover-witch.tumblr.com/post/68313789717/i-am-a-millenial-generation-y-born-between-the .

Madison Montgomery from American Horror Story: Coven. “I am a millennial.” Retrieved from http://undercover-witch.tumblr.com/post/68313789717/i-am-a-millenial-generation-y-born-between-the .

Fitting in has never been more of a touchy concern for youth than it is today. The Internet exists like a chamber of methanol where a single bad spark can send a young individual’s social life up in flames.  Kind of sad, really.  For marketers there is a huge upside.  This is a generation where individuals trust one another like they never have before.  Individuals of this generation place in high regard the need to have widespread acceptance and approval among peers like never before. This fosters an ethos among young individuals that is eager to contribute and share and be appreciated for offering, indeed, insightful input.  “Millennials care deeply about their personal brand and others’ perception of it and their life choices perhaps more than any generation before it,” according to Garton (p. 118).

Now consider for a moment how the Apple-Android smartphone war rages on more fiercely than ever before each contender vying stamp out the other and become number one.  Of all reasons Apple should be threatened by Android’s market strength, one stands out to me (and it is talked about in Fromm and Garton’s studies): an open-source attitude; not just concerning the code, but in the philosophy of allowing a free-flowing conversation with consumers offering your target ways to contribute and derive greater value out of this brand that we built.  The finest sealed-hood smartphone that has ever vibrated into existence meets the participation economy, and it’s only gonna get uglier from here.  Whoever gains the majority allegiance of our strongest consumer army—the millenialls—will take the throne.

 

References 

Android vs. Apple Facebook Page.  (2013, January). Android vs. Apple, it’s confirmed: Android is beating Apple.  Retrieved from https://www.facebook.com/notes/iphones-sucks-androids-are-better/android-vs-apple/439342589472290.

Fromm, J., & Garton C. (2013). Marketing to millennials: reach the largest and most influential generation of consumers ever. New York: AMACOM.

George, B. (2009, October 6). Brands are dead: welcome to the participation economy.  Retrieved from http://www.billgeorge.org/page/kevin-roberts-brands-are-dead–welcome-to-the-participation-economy.

Lavelle, P. (2013, November 22). Apple, it’s all over with android, please take me back. TechRadar. Retrieved from http://www.techradar.com/news/phone-and-communications/mobile-phones/a-case-of-the-ex-it-s-me-again-apple-1201762.

Tech Great. (2014, March 20). Android vs iOS difference and comparison diffen. Retrieved from http://www.pmgadget.co.uk/48754-android-vs-apple-which-is-better.

4 thoughts on “Let’s Team-up!

  1. You mean I am a millenial? I never knew. No but in all seriousness, this generation is all about instant gratification. Being a part of the story brands create for us reminds me of the article I had to read for my leadership presentation. It is this idea of consumer psychology that brands fuel off of. And we as millenials feeling the need to define ourselves or cling to the very archetypes we set for ourselves is definitely interesting and changing with time.

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  2. I read a line in here that seems to be so true today – we trust our peers now more than ever. It’s great for marketers to leverage millennial storytellers, because millennials are very skeptical today with basic traditional ads. They don’t pick up the newspaper, they barely listen to the radio, and watching TV spots have minimal effect since DVR has been around. But when you market in the digital space, content is long-form, you can go back and look at it. If there’s any time to tap into the millennial market, it’s NOW!

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    • I totally agree what you are saying. I saw some of my instant chat app contacts started to take advantage of the app to sell products to their friends. And they made a good profit from that. I can’t say it is a smart idea to make your friends become your customers. However, that’s the another place where needs storytelling.

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  3. Too many outlets for this generation to express themselves. Unfortunately, more times than not, it ends up being a very bad idea.

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