This afternoon I stopped by Whole Foods Market to shop for groceries. I looked for the ripest fruits, hit up the frozen foods aisle, logged onto Facebook with my iPod touch, and sampled three cheeses at the Whole Foods Deli counter. If I told my parents that I used my mp3 player to change my Facebook status while buying milk at Whole Foods Market, they would look at me as if I had suddenly started speaking fluent French. But to me, it's just another Sunday afternoon. Every where from Whole Foods to Starbucks Coffee to McDonald's is now offering free Wi-Fi.
Young people today have the internet at their fingertips 24/7, which allows for constant multi-tasking. They can download Lady GaGa's latest track to their iPhone, tune in to an episode of TruBlood on HBO OnDemand, catch up with old friends via Facebook Chat, and tweet all about it at the same time. It's no wonder why media commentators have coined this the a.d.d. generation. Constant internet use is one reason that the attention span of literate adults today is significantly shorter than it was just five years ago, according to a recent study. What does this mean for the ever-changing world of brand marketing?
For starters, advertising and public relations professionals are constantly being asked to "think outside the box." After all, creativity is crucial when it comes to capturing the attention of an audience with a dwindling attention-span.
What's more, because the a.d.d. generation is continuously multi-tasking, advertising and public relations professionals are following suit. Brands, big and small, are developing a presence in various types of media. Red Bull USA has an account on twitter, a fan page on Facebook, various iPhone applications and podcasts, energetic Wiiings teams that travel the country sampling Red Bull products, and its own monthly publication, The Red Bulletin. The international energy drink leader also sponsors extreme athletes and athletic events. It's presence in the media is vast, but let me ask you this: When is the last time you saw a Red Bull TV commercial?
The chances of a relatively new brand succeeding in a national market void of a TV presence would have been slim to none just ten years ago. Advertising and public relations are clearly evolving to reach a generation of multi-taskers who tweet at the grocery store and get squirmish when Facebook goes down for maintenance.
Kerry, I loved the anecdote in your opening paragraph! I remember the introduction of caller-ID for land line phones and America On-Line dial up Internet. Having caller-ID and a screen name on AOL was all the rage in 1998! Who would have thought 12 years ago that there would be an Internet connection at grocery stores, among other public places, let alone have the Internet in the palm of our hands? The Internet has been a game changer, especially concerning today’s younger, technologically savvy generation. I particularly like the A.D.D. generation label for young adults today. It could not be truer. As you mentioned, capturing the attention of this generation of multi-taskers represents a challenge for companies. I liked your example of Red Bull as a successful brand utilizing various types of media. In addition to their social media use, they do a great job with their guerrilla marketing. It has been a while since I have seen a Red Bull commercial; however, the brand is present in my mind through their creative use of guerilla marketing. I attended the Red Bull Air Races the past two years and their Red Bull girls are on the streets passing out their beverages for free. Other locations I have seen Red Bull giving away free drinks has been where people are in need of energy, like a college campus, career fairs and at the gym. This free strategy works well because it is unexpected.
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