What Mobile Millennials Want: Structure WithoutObligation

We're all so busy these days. If it's not work, it's drinks with old friends or a date with a neglectedNetflix queue. But what's actually keeping us busy?

The average American male works 12 fewer hours a week compared with 40 years ago, according toThe Economist. A significant rise in women's paid work and advances in technology contributed to a35 percent decline in unpaid household and childcare work, The Atlantic reported.

Furthermore, research indicates that as wealth grows and leisure time increases, the perception offeeling busy skyrockets. This particular group is referred to as the "Harried Leisure Class," a termcoined by Swedish economist Staffan Linder that, to a degree, describes millennials.

I don't want to overgeneralize, but the challenge of marketing to millennials exists because they areso unlike their parents' generation.

Millennials don't want a car, a house (just yet), or a TV, according to Goldman Sachs. Why wouldthey when Uber gets them around, Airbnb offers a new place to stay wherever they go, and Netflixcan be streamed on most mobile devices? The common thread between these mobile services isflexibility and availability.

Growing up with the Internet acclimated this generation to the power of instant feedback, and thecompanies that rethink strict memberships and forced loyalty are likely to thrive.

Below are a few companies using the mobile space to engage this indecisive audience by workingaround their aversion to planning, streamlining the activities they should pay attention to, andpresenting said information in a flexible context relevant to them.

Every brand aiming to reach Millennials should learn something from these companies' approachesand apply the lessons to their own businesses and apps -- either tailoring their products and servicesto meet this generation's needs, or at least focusing marketing efforts to highlight aspects of theirofferings likely to be most appealing.

Sosh

Business Insider claims successful millennials use their spare time doing a wide range of activitiesfrom traveling and hiking to doing charitable work and actively updating their social networks. As amillennial, I find this list daunting and can't imagine penciling these activities into my currentschedule.

Apps like Sosh organize daily and weekend activities into a seamless list that caters to the whims ofthe unplanned. Categories like Active Outdoor, Shows Entertainment, and Date Spots provideinteresting, plan-able events, while the weekly view mixes food, drink and events that are sorted bytime of day.

By appealing to the varying moods of the consumer, Sosh aids in the decision-making process.What's more, the app allows for location-based searches for coffee, a quick bite, hidden urban parks,pop-up art shows, and more. It perfectly combines the whimsy and intrigue of what's out there withan easily navigable way of sorting through it all.

Additionally, Sosh sends timely push notifications with interesting, sometimes provocative, copydesigned for opens. The messages I tend to respond to most are sent during the late afternoon onFridays and offer three ideas for a great weekend.

GameTime Hotel Tonight

Just as millennials crave flexibility when it comes to attractions, they expect the same for events thatrequire tickets and reservations.

GameTime offers easy access to last-minute sports tickets, from basketball to hockey. Like Sosh, theuser experience is clean. Tickets are organized by discount, price and section with accompanyingimages that depict the view from purchased seats. Pulling the trigger on what seats to buy becomesmuch easier when the information is clearly displayed and the experience in the app matches theexperience in the ballpark.

For more personalized content, GameTonight could allow users to submit preferences on stadiumsections and prices, then follow up with a targeted push notification.

Allowing for flexibility is proving beneficial for even the most rigid of industries: hotels. Similar toGameTime, Hotel Tonight offers last-minute deals on hotel stays.

The all-mobile company capitalizes on the spontaneous nature of millennials by promoting "hand-selected hotels where'd we want to stay too" and "life less planned" via a slick app experience.

The short list of hotels is highly curated and organized by millennial-friendly tags like "Luxe" and"Hip." Each hotel is accompanied by an overview of amenities as well as a brief description of theneighborhood. For the on-the-go generation, it's a perfect mix of laissez-faire attitude and structuredchoice.

ClassPass

Helping millennials make a one-time buying decision is different than convincing them of a monthlysubscription. However, there's still room for flexibility.

Take ClassPass, for example. Instead of getting one gym membership that you may tire of after a fewvisits, ClassPass offers a variety of classes and sessions every day for a reoccurring monthly fee.Working out isn't easy, but choosing a nearby hot yoga session or spin class is.

By offering millennials the chance to have a routine that is still in their control, ClassPass succeedsin marrying spontaneity with structure. Plus, there's always the opportunity to cancel.

Conclusion

Overall, engaging millennials is a shaky effort. They're a group that doesn't like to be defined, yetneeds structure like everyone else. They like not having plans but still experience anxiety withincreased leisure time.

By limiting options and keeping content relevant, the decision-making process becomes easier.Mobile brands that leverage themselves as experts, provide structure, and allow for flexibility aremaking the right moves towards influencing a fickle generation.

Some opinions expressed in this article may be those of a guest author and not necessarilyMarketing Land. Staff authors are listed here.

How to Participate in SMX Advanced

Didn't register yet for SMX Advanced but still want to participate in this once-a-year gathering ofsearch marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO,international search, AdWords, local search or Social PPC. Or secure a Networking Pass and getaccess the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers atthe networking parties. Register now!

About The Author

Anthony Bursi is a Copywriter with Oracle Marketing Cloud Digital Services. He generates ideasthat help brands like Verizon Wireless orchestrate digital conversations with their most valuablecustomers

through mobile, email, and display. He loves writing, tacos, and the Oxford comma.

(Some images used under license from Shutterstock.com.)

http://feeds.marketingland.com/~r/mktingland/~3/6Y1VPJKwVbU/millennials-want-structure-without-obligation-128070