Rick Berman, Director of Business Development,
Sep 07, 2012
My teenage daughter just left for college. I have never left a voicemail on her cell phone because, as most parents know, she will never listen to it. “Text me,” she says. It takes me a while to text because I write them as if I am composing a letter or email. I spell out words like “you” instead of texting “u” or “before” instead of “b4.” My daughter laughs at these flowing text messages... Actually, she actually adds an LOL or J. I am not sure but I think she also includes the symbol for rolling of the eyes. In fact, I don’t even bother to call her anymore – if I need to speak with her I text her to call me. Believe me its faster!
When asking recently whether I should buy an iPhone 2, 3, 4 or the latest 4s version, it was strongly suggested that I buy at least an iPhone 4 or the latest 4s version so I am not too far behind - especially since the iPhone 5 is just around the corner.
It is the same with multi-channel marketing. Many marketers I speak with are integrating email communication with their direct mail campaigns. Some also have added QR codes and pURLs. We are realizing more and more that marketing to "Millenials" is a different ballgame, and although traditional mediums and messaging still work for older generations, the rules have changed. Should marketers be focused on "looking around the corner?"
Before answering, consider this:
- My daughter doesn’t use email either. She communicates plenty, when texting won’t do - she types the messages using Twitter or Facebook.
- She has always been an honor student but she has never opened a magazine or newspaper.
- She has never ordered something from a catalog.
- She does watch broadcast television – but usually via Hulu, ABC.com or NBC.com.
- She does use Pinterest, Flickr, StumbleUpon and Instagram.
I know I sound like a broken record but, as you plan out your next marketing campaign, ask yourself, “Is what’s just around the corner already here?” My daughter will probably ask, “What’s a record?”