There’s a great scene in the movie This Is Forty where two parents tell their daughters they’re going to eliminate the Wi-Fi so the family can bond better without the distraction of electronics.
For entertainment, the mom and dad suggest building a fort, or running around in the woods, or putting up a lemonade stand. The girls have no idea what their parents are talking about; without their phones, they may as well be condemned to life in an isolation cell. Histrionics ensue.
It’s no joke. Generations are defined by their pop culture, and without it, they’re lost. Take away a young person’s tech and you’ve taken away her lifeline to everything that matters to her. In days past, kids met their friends at the soda fountain and listened to records. Then they hung out at the mall and listened to cassettes. Later they hung out at the 7-Eleven parking lot and listened to CDs. Now they hang out on their phones, simultaneously listen- ing to downloads, checking the celebrity news, chatting with their friends, playing games, all on their smartphones and tab- lets. And your content has to compete with all of it. But as the saying goes, if you can’t beat ’em, join ’em. The young generation isn’t the only one consuming their culture via phone, either. Everyone is, including the ones who used to listen to their mu- sic on records, cassettes, and CDs.
So use that to your advantage.
Show your fans, whoever they are, that you love the same music they do.
Prove that you understand them by staying on top of the gossip about celebrities from their generation.
Create content that reveals your understanding of the issues and news that matter to them. Just don’t place it in a mobile banner ad.
The days of stopping people from what they’re doing to look at your ad are at best diminishing, and more than likely over, and regardless are overpriced for the ROI. Integrate your content into the stream, where people can consume it along with all their other pop culture candy.