Known for a short attention span and relatively inelastic demand curve, millennials are forcing companies to rethink advertising strategies. The new consumer wave is not following consumption patterns of previous generations. The creation of fast casual food, the explosion of the craft beer industry, and the integration of technology to enhance customer satisfaction has revolutionized the consumer need for instant gratification.
New York City has been at the epicenter of the emergence of niche delivery options. Startup ventures ranging from Phrosties to Uber have tried to provide service to the new tech savvy consumers. Currently in New York City, online shoppers have the ability to order a range of “daily essentials” from Amazon Prime and expect delivery to their door within an hour.
Catching the attention of millennial customers requires marketing strategies that keep up with the speed at which millennials can shop. A purchase, which can simply require a thumbprint, can be done in seconds on a smartphone. So to keep up with this reality, industry giants such as Anheuser-Busch are retooling branding strategies.
In anticipation for perhaps the biggest night in advertising, The Super Bowl, Anheuser-Busch has released some new ways to target twenty-something year olds. Media campaigns on Snapchat and Instagram will supplement three 60-second commercials that have corresponding digital campaigns. The goal of this upgraded digital media strategy is to appeal to the tech savvy millennials who increasingly prefer craft beer.
Traditional advertising is not enough to keep up with millennial consumers. Native advertising and quick mobile advertisements are essential. Advertising strategies must draw the same or more appeal in a fraction of the time. If Shake Shack provides a quality burger at the speed of “fast food,” then why can’t the millennial consumer expect the same innovation in advertising?