The paparazzi had a field day this morning when Selena Gomez took the stage to a packed house. No generation gets mobile better than the millennials and during a panel with Viacom Chairman Philippe Dauman, MTV's president Stephen Friedman, Director Jon Chu and the ultimate millennial, Selena Gomez, we got a deep briefing on how to reach this always-on, triple-screened, connected community. Essentially they reminded us that millennials are super savvy, astute customers. They smell and see through the BS and crave authentic, real relationships with brands. They demand to be part of the narrative and engaged in the brand experience, so it is up to the marketer to find a way to make the millennial feel like a character in the creative. Millennials can't be lectured: they need to be drawn in—and there is no better channel than on their devices, considering they are near appendages on millennials across the globe. Hopefully Selena will stop by the MMA Big Top to recharge her mobile device!
Another panel by agency Gyro talked about how the digital landscape has blurred the line between life and work and released results from their report, The @Work State of Mind project, saying "the placid, warm lake of traditional media is gone forever." They detailed that being @work is no longer a place, it is a state of mind and mobile devices allow us to enter and leave on our time, not tethered to a desk or location. The "digital apartheid" as they call it, opens possibilities for...
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