Friday, June 26, 2015

Have you looked up from your phone yet today?

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Have you looked up from your phone yet today?
On the phone, music in the other ear, drinking a morning juice, all while Instagraming and walking up from the subway stairs- let’s face it- people today are more busy than ever.  We are the generation of multitaskers who aren’t pleased unless we’ve done it all…and then some. This trend has impacted how we live which down streams to how brands must connect with us- what ads actually catch our attention, what do we buy, how do we buy it, etc.

Brands must foresee these sorts of trends and accommodate unmet needs before they arise. I’ve come across many great examples in my everyday life which granted the idea to touch upon this subject. Think back to childhood- the beloved Go-Gurt (yogurt in a tubular stick for on the go) your mom would send you of with as you ran out to the bus. Google Glass allows you to basically do anything on the internet without inhibiting your vision. Taco Bell’s new breakfast burritos combine all you would want in breakfast into a neat one handed meal option.  Product, and productivity, continue to evolve which further drives our desire to multitask.

How does this effect brand communication? Staring down at our phones, we rarely catch a glimpse of that billboard or window ad. Now ads must be strategically placed on our phones through use of encrypted cookies based on your previous viewings, or geolocation for nearby stores. Brands must also keep up, ensuring they identify with the slowly changing consumer while staying true to their own brand heritage. This also opens opportunity for many new brands to enter the mix who start with a fresh slate and can adjust to todays’ consumer needs with no consequences.

We’ve even upped the bar on the products we desire. We are no longer happy with just a cooler to keep our food cold; we now need one that acts as a blender and plays music too. Remember when cellphones only made calls and allowed you to play snake? Now performing as miniature computers, we are almost incapable of human life without phones in our hand.
Today’s ominshopper has high demands for meeting all needs and in a timely fashion. We want innovation that meets our demands and then some. Brands must adhere to this in order to stay relevant.

At what point does this become too much. Will there be a day when we no longer have time to sleep? Too many to-do items to check off and too many products driving this ambitions way of life- what’s next? 

Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at

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