Mobile Marketing

Why You Need To Think Mobile First To Reach Generation C

There’s a new generation with buying power, and brands will need to think mobile first if they want to reach them.  Generation C are the first generation to be raised on smartphones, and they’re teaching marketers how to engage with digital content. 

Who is Generation C?

Libby-Jane Charleston describes  ‘Generation C’ as The demographic that includes all children under 16 raised on mobile devices. They’re product-savvy, digitally connected, and in just a few short years, they’ll have serious buying power. But what does this mean for marketers? What does a digitally dependent audience mean for marketing success? One thing is certain: Generation C operates on the mobile first principle. Raised on smartphones & tablets, they rely on having the latest information and content at arms reach – and they want it fast. The research is in, and Australians spend more time on mobile than desktop. Australians are raising their children on mobile, so with Generation C being mobile first, marketers must be also. As mobile becomes more popular in households with this demographic, mobile targeting is crucial for reaching Generation C.

Mobile First, and Fast

With the fast pace of mobile tech today, Generation C’s pace has increased as well. They want to swipe, tap, and click without hesitation. If anything prevents them from doing so, they lose patience and abandon the content. Marketers will have to refine their strategies so that mobile comes first, buying incentives are plentiful, and timeliness is top of mind. Generation C raises the stakes for even better mobile marketing content. Marketers’ mobile-first strategy should remove scrolling and zooming, and do away with content that can’t be played on all mobile devices. Mobile first is becoming top priority, so payment tools should also become mobile-friendly as Generation C grows up with more buying power.

24/7 Device Engagement

A Gizmodo article suggests that as new generations develop, marketing efforts must tailor to them too. Australian children today are growing up in a 4G world- one focused on instant social interconnectedness. While the digital leaps have been significant over the course of past generations, Generation C will be the first using devices that are constantly uploading data. The opportunities for conversation, interaction and engagement are immense. In Cisco’s “The Internet of Things,” they estimate that there will be 50 billion devices connected to the internet in 2020. This number represents everything from desktops, smartphones, and tablets, to wearables, doors, medical equipment, tracking devices, and so much more. The current number of devices hovers around 15 million so we have an enormous amount of growth ahead.  Generation C will be a device-dependent generation.  They won’t just be opting into device engagement occasionally,  they’ll be living in it 24/7.  

Speak the Language and Keep Up!

In addition to device dependency, generation C emphasise peer approval in buying decisions. Aussies 16-years and under are more comfortable communicating digitally than face-to-face. For marketers, this means increasing social engagement, and asking the right questions to learn how the Gen C mind works. It’s time to engage early, and learn how, when, and what their current priority platforms are. Mobile platforms, devices, and technology move fast, and Gen C is more than keeping up. Marketing to the next generation will involve moving fast across multiple devices and platforms to create highly relevant, rich mobile content,and engagement that moves seamlessly between devices. To give your advertising the edge, think mobile first, and be ready to move fast. Generation C will reward you for it.

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