Consumers' Memories

It is nearly the year-end with the traditional Holiday Break,

and the best time of the year to explore again our childhood’s memories.

Whether you are a Gen-Xer or a Gen-Yer,

it may be interesting taking time to reflect on what your references were as a kid

in terms of TV shows, brands, toys, films, cartoons, books, celebrities, aso,

and to compare those with your parents or friends.

source: http://dev.legoimages.com/gallery/classic.php?page=3

This is indeed an interesting process for marketers because they know that the consumers’ memories can have a pretty good influence on their buying decisions depending on what they can recall, and what they can recognize.

source: www.gamepolitics.com/2012/02/13/lucas-licensing-extends-licensing-deal-lego-ten-years#.UMXw94PoSLE

The extent to which our memories are reflected in the new products can greatly influence our buying decisions as well as our selection of seasonal gifts.

Read more: Gen-Y Memories by Jasmine Ryan on Pinterest - see http://pinterest.com/jazzyfresh10/gen-y-memories/

Responsible Youth: Gen Y

According to this article, it seems that Gen-Yers want “to make the world a better place”, 

and this global objective is reflected in the criteria retained by Gen-Yers in their products’ selection.

It is interesting to note that products characteristics like

“sustainable”, “eco-friendly”, “following ethical practices”, or “aligned with social causes”

have more importance for them today than they did five years ago.

Brands have been able to meet these new requirements, and as a matter of consequence, the power of influence of brands has increased today. 

As quoted by the article, “brands are seen as having as much or more power than influential people or organizations”.

source: www.adweek.com/news/advertising-branding/data-points-responsible-youth-144672

However the main challenge that Gen-Yers still face lies in how to

“make the most ethically responsible purchasing decisions”.

Read more: Data Points: Responsible Youth Gen Y is exercising its political activism at the cash register, published by Lucia Moses, on October 24 2012, in ADWEEK, Advertising and Branding - see www.adweek.com/news/advertising-branding/data-points-responsible-youth-144672

Gen Y and luxury products

The present article points out that "according to a study of Accenture, in 2013, 35% of the Generation Y plans to buy more luxury products".

As a matter of fact, Gen Y is becoming the target of the luxury brands.

Brands are now observing and studying Gen Yers' ways of life, social behaviors, what they like, what they want to be, or to buy.

It is fascinating to see how marketers have built their "Seduction Model" for addressing the present/future "Needs & Wants" of that generation.

This model is also predicting the future: "Gen Y will build the luxury products in the future". 

Source: M Publicité / Groupe Le Monde

non-official translations: "Etre de désirs" means "a Person who wants to be desired", "Nu-Renaissance" means "Naked-Renaissance", "Cabinet de Curiosités" means "a shop of curiosities", "Art de l'Autofiction" means "the Art to self-perform one's own role".

Read more: LUXE: 8 LEVIERS POUR SÉDUIRE LA GÉNÉRATION Y, 

comments collected by Virginie Achouch during a meeting with Elisabeth Cialdella, marketing director of MPublicité and Eric Briones, strategic planning director of Publicis & Nous, published on November 16 2012, see www.docnews.fr/actualites/media,luxe-8-leviers-pour-seduire-generation,31,15041.html

MobileFilmFestival

As the most technologically savvy generation, Gen Y are experts for creating new ways to 

utilize their smartphones, tabletts, aso.

***

Trend-setters have discovered these skills a long time ago, and have tried to promote them 

-including advertiser's skills- over social media

through "simple -at least in- appearance" challenges.

***

One of them, the "MobileFilmFestival" in Paris is organizing its 8th contest for short-films 

made with a mobile - specification : "1 Mobile, 1 Minute, 1 Film".

@Gen Y: are you ready to express your talents? if yeahh...then check the website, and the participation requirements.


Read more: www.docnews.fr/actualites/media,mobile-film-festival,31,15266.html

The Merging of Digital and Physical Space

With the help of augmented reality and mobile devices in general, we're being introduced to an age where the internet is being integrated into our physical space.  As David Prescovitz states in the video, "Now cyber space is an overlay on top of our existing reality."  With wifi on the go, no longer does a person need to be cumbered by logging into their desktop to access the internet.  With that and augmented reality, access to the web has almost become an extension of the human senses.  Thanks to this, media is able to reach people in public spaces where it wasn't able to before.

Augmented Reality

With all the advances of these devices, internet consumer habits have also carried over through their cyber space.  If people thought that social media was considered their "personal space," the same would be more so true with their mobile device.    A marketer would be hard pressed to try to advertise to a consumer using the blunt approach.  Imagine being spammed by ads that know where you are, or know exactly what you are doing.  Yes, it is exactly as creepy and annoying as it sounds.  These ads are within their own devices within their own personal space.  They can be avoided by them at any time.  Instead, marketers need to learn to learn how to creatively find a mutual benefit between their consumers.  Just keep in mind that augmented reality is meant to be  an extension of a user's senses, not a hindrance.

• How do we make our brand become a part of the consumer?
• How can we lead  the consumer to our brand through his every day activities?
• What does this particular consumer respond to?
• How can we convenience the customer even more through augmented reality?
• Are we overstaying our welcome?

Some of the questions a marketer might ask with augmented  reality in mind.

Watch the interview with David Prescovitz: http://www.imediaconnection.com/content/27671.asp