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.
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.
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.