Have you ever thought about how truly inundated you are with the media? Whether you wake up and watch, Good Morning America, Spend time scrolling through Facebook on your lunch break or the random advertisements that show up in your Google search, we are constantly bombarded with clutter. It once was predicted by the year 2015 that consumption of media in the United States would increase to 15.5 hours a day. That’s a whopping 65% of our day. Emerging media matters because we are living and breathing it. And the countless breaths don’t begin at adulthood. We have reached a generation of guaranteed exposure within our youth.
Last November, my 9 year old child was exposed to the Hour Of Code, a global movement of empowering children in computer science.
(Image Source: Hour Of Code)
Already at a young age of kindergarten we are exposing our youth to technology. I personally wasn’t introduced to the worldwide web until high school, outside of Solitaire or Notebook on a bulky Macintosh computer. (That was the apple I remember!)
Who remembers this?
(Image Source: digitpedia.com)
Almost 20 years later, I am holding a lens to a multi-faceted, rapidly evolving media landscape dissecting what I hope is what people want to see when they flip and open browser after browser of clutter. In the profession of marketing, we have to redefine our brand strategies to acclimate to trends within our society. It’s not enough to just have a social media presence or a melting pot of marketing tactics, we have to be able to tell a story if we are going to capture many generations to come. With the knowledge that they will have when they are our age, it has to drive emotion and resonance.
One campaign that resonates with me as a child is “Got Milk.” I remember all my favorite characters dressing up, showing off their milk mustache. As an adult, I can appreciate that the “Got Milk” campaign was conceptualized to bring “a certain kind of irreplaceability to milk…” According to Jeff Goodby of the advertising agency Goodby, Silverstein & Partners. For me, at any age, it was about brand association. The simplicity of the campaign but the flexibility in the various athletes, models and actors who donned the milk mustache made the campaign all the more versatile.
We all had a little boy band in us!
(Image Source: www.gurl.com)
So what do we want our children to remember? What hilarious Super Bowl commercial will they share across social media as their #TBT (Throwback Thursday) when they are our age? Whatever it is, for the next 20 plus years, I hope to become a part of marketing history.