In 2012, AMP Agency conducted a study, ‘How the Class of 2016 will Change the World of Marketing.’ Where we right? Check it out, below:

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Back in 2012, AMP Agency conducted a
study
‘How the Class of 2016 Will Change
the World of Marketing”

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To try to better understand the implications of
this generation's behavior, we went straight to
the source and surveyed 153 college
freshman from the Boston area.

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With this study we sought out to uncover how
these students and their evolving media
consumption habits would change the world
of marketing as we know it.

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First, we gathered information about the
generation.
Here’s what we found…

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Just the facts
The 2012 College Landscape
22MM + College Students
On average, own 6.4 tech devices
Spend 14.4 total hours with tech devices daily
$405 billion in total spending power
Talk to parents 27.7 times per week on average
74% expect to graduate debt free

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What was happening when the Class of
2016 was born?
(Hereisarefresherofthecollegeaudience…andwhatwashappeningwhen
theywereborn.)

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News: Tonya
Harding wins the
national Figure
Skating
championship title
but is stripped of
her title following
an attack on her
rival Nancy
Kerrigan.

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TV & Film: Real
World, Forrest
Gump,The Lion
King, Dumb &
Dumber, The
Mask, Pulp Fiction
Miracle on 34th
Street, AFHV, Law
& Order, Rugrats,
Jerry Springer
Show, The X-
Files.

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Popular Music:
Aerosmith, Rod
Stewart, Bon
Jovi, Sting,
Janet Jackson,
Pearl Jam, Phil
Collins, Snoop
Doggy Dog,
Boys II Men,
Rolling Stones,
Blind Melon,
Beastie Boys,
Celine Dion.

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FINALLY,
REMEMBER THIS?
We do, too.

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Click to view the infamous 1994 “What is the Internet,” video clip.

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In 2012, we made 4 predictions on how the
Class of 2016 would change the future of
technology.
Here’s what we said…

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Our Predictions from 2012:
1. The College Bubble Has Burst
2. It’s All About Status
3. Byte Sized Consumers
4. Media on Demand

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SO, HOW DID WE DO?
Our evaluation of how class of 2016 DID change the world of marketing

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1. The College Bubble Has Burst.
New, more cost efficient ways of experiencing content.

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2012 Prediction & Brand Takeaway
“The modern college campus is evolving. Quickly. As smartphones, tablets, apps, wireless and cloud connectivity
continue to play larger roles in the class rooms, dorms, and in some cases, entirely virtual campuses, students are
receiving, interpreting, sharing and creating information via mediums and methodologies that simply didn’t exist 10
years ago.”
“Technology is shifting the definition of how we learn, and in doing so, opening up the door to many new and
exciting opportunities within the world of education.”
AMP Agency, 2012 White Paper <Link to White paper>
“Technology is the ultimate enabler. Advances in streaming video, the ubiquity of social media
and the ease of access to video on demand have accelerated the speed at which traditional
“offline” experiences are becoming available as virtual experiences. Examine how advances in
technology can create or duplicate experiences that were formally an in-person only
engagement point for your brand.”

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2012 Brands That Did it Well
State Farm’s Coachella sponsorship
(YouTube & Instagram integration)
President Obama hosts a Goolge+ Hangout

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Brands using Snapchat’s
Discover feature.
Sephora's Augmented Reality Innovation Lab.
2016 Brands Doing it Well
Technology is an enabler. Our recommendation was to explore how advances in technology can create or duplicate
experience that were formally an in-person only engagement point for your brand.

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2012 2016
WHAT’S NEXT?
Home Plus (Tesco)’s virtual grocery store in South
Korean subway station. Scan QR codes and items are
delivered to your home.
This grocery store (concept) is a Drive Market, very
similar to a gas station. You can scroll thru the
stores entire inventory right from your seat.

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2. It’s All About Status.
Share and Comment- the new Show and Tell

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“A generation ago you were popular if you had 20 to 25 friends. You had “influence” if you started fashion trends at school. To
that extent, the ideals around social identity have been completely redefined. But as documented in AMP Agency’s recent
Psychology of Social study, the age-old human desires of connection, attachment and identity establishment have not changed
since the stone age.
The difference is that we’re now enabled to fulfill these basic human needs via our technological capacity to connect through
social channels and communities. And it’s become a part of everyday identity.
Tomorrow’s consumer will define him/herself by the brands they like on Facebook, the songs they stream via Spotify, the places
they check-in on FourSquare, the people they follow on Twitter, the photos they upload to Instagram and the online identity that
they establish early on in life.
Someone’s social footprint is already a factor in how employers screen potential employees, how universities evaluate
applicants and how record companies scan for the next Justin Bieber.” <Link to AMP’s Case Study>
2012 Prediction & Brand Takeaway
Social is no longer a vertical channel. It must be considered, and likely implemented, across everything a brand does.
It is no longer enough to simply create a positive brand experiences (a challenge in its own right). It’s now about
creating positive, sharable brand experiences for consumers while simultaneously helping to facilitate the social
sharing of those experiences. Don’t create experiences. Create shareable experience because “share and comment” is
the new “show and tell”.

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2012 Brands That Did it Well
American Express Sync-Social
Integration with Facebook, Twitter and
Foursquare
Nike+ and Nike Fuel Band- App, Facebook
and Path Integration.

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2016 Brands Doing it Well
Starbucks seamless integration of their
App, social channels including
Instagram, Twitter, Facebook and
Pinterest and website
The Fitbit App revolutionized
tracking fitness, sharing online and
connecting with friends with the
app
Technology is an enabler. Our recommendation was to explore how advances in technology can create or duplicate
experience that were formally an in-person only engagement point for your brand.

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3. Byte Size Consumers.
Ballin’ on a Budget.

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Digital natives have been labeled “the cheapest generation” for their propensity to eschew large-scale
purchases such as cars and homes. And while the economy has likely played into their purchase
decisions- or lack thereof- a bigger factor driving the shift in consumer behavior is the role that technology
is playing in enabling sample-size purchases, access to shared recourses and pay-as-you-go models.
So, go ahead and blame the weak economy. Or a generational impulse to avoid ‘putting down roots,’ but
know that those are only factors in a much larger shift in consumerism that has made this generation the
“savviest generation” as it relates to their consumers habits.
White a savvy generation, don’t dismiss them because they have a significant spending power. According
to Crux Research’s College Explorer, the 41 million or so college students in the US are carrying around
about $405 billion of dad and mom’s money for total spending with discretional spending up 40% above
last year’s figure.
2012 Prediction & Brand Takeaway
Find a byte size brand. Enable consumers to trail your product via sample size
engagements or short term rentals.

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2012 Brands That Did it Well
Bicycle sharing system in Boston, MA.
(City Bikes)
A website for people to list, find and
rent lodging.
An online service that provides
designer dress and accessory rentals.
A car sharing company.

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2016 Brands Doing it Well
In 2012 brands gave consumers byte-size opportunities for transportation lodging and even appeal. Today,
consumers want more byte-size alternatives. With hundreds of brands answering this request, a few have stood out
since 2012.
Is a new kind of gym membership that grands
access to 1,000’s of different classes at studios
and gyms around the world
An online monthly subscription service that
sends a box of 4-5 selected samples of
makeup, or other beauty products
A location-based dating and social discovery
service that facilities communication between
mutually interested users.

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4. Media on Demand
“It’s not online and offline. It’s online or asleep.”

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The class of 2016 is already consuming more television online than on a TV and by the time the Class
of 2016 graduates, over 90% of college students in the US will own a smartphone.
The next generation of consumers are in control of how/ when/ and via what devised they will be
exposed to your messaging.
Advertising- both in message and in medium- must now be meaningful to
the target or you risk being ignored. Brand must leverage native ads,
contextual placements and social referrals to break through the clutter
and connect in a meaningful way.
2012 Prediction & Brand Takeaway

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2012 Brands That Did it Well
PopChips’ Kiip In-App Advertising Intel’s “The Creators Project”

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Glad’s the
Museum of Feelings- the first museum that
reacts to emotions- and turns them into art.
AMC cross-screen integration
with popular shows.
2016 Brands Doing it Well
Brands who broke through the clutter and communicated in a meaningful way- and the consumers
heard loud and clear.

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So, what does it all mean?

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Children born after 1994 will be the first generation to
grow up with the internet.
Bill Gates recently proposed that this generation be renamed to
Generation i (for internet)

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Generation i are the first generation of not only mobile
technology but wireless communication and clouds of
constant content.
It’s not only the norm, but the expectation.

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So, what does this mean for you?
Well, we shook our crystal ball one more time to try to
predict the marketing landscape for 2020.

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What Do We Predict Next?
1. Data is King
• While data has always played a major impact on marketing decisions, be prepared for it to
completely reinvent the marketing space by 2020. Thanks to advancements in technology and
a continually decreasing cost of entry, big data will be easily enabled and managed.
Companies are investing in improving data collection and insights in efforts to better
understand their consumer to spend smarter vs. spending bigger.
Implications
• If you haven’t already, begin the process of implementing an owned Data Management
Platform to ensure accessibility to your owned first-party data for sophisticated audience
model and retargeting.
 Develop personalized customer journeys - dynamic creative, customized site
experiences, personalized CRM journeys, etc.
 A/B test dynamic offerings and/or pricing dependent upon audience, daypart, geography,
etc.

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What Do We Predict Next?
2. Increased Demand for Video Content
• With more publishers shifting their content feeds to video, and mobile video consumption
continuing to dominate screen time, having a strategic, cross-channel video strategy is key.
Video content can be a low-investment, high-reward form of content marketing when done
right.
Implications
• Develop a 360 video strategy across owned, earned and paid channels to ensure the right
content is available to current and potential customers in the places they’re seeking it.
 Create short-format clips designed for today’s low-attention span consumer
 Ensure you’re considering the device and experience when deciding on format- vertical
video, 3 second storytelling to grab consumer attention, assets that work without audio,
etc.

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What Do We Predict Next?
3. Mobile eCommerce Will Drastically Increase
• Generation i has changed the buying behavior for mobile shopping. Be prepared for mobile
shopping to skyrocket by 2020. eCommerce platforms are no longer a nice to have, but a
must have.
Implications
 Ensure socially-enabled commerce strategies
 Reduce the pathway / # of clicks to buy
 Eliminate any barriers for mobile payment processing

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So, is your company ready for 2020?
We are here to help. We are a team of 200+
talented characters who love creating smart
ideas for today, tomorrow and beyond.
Click here to learn more.

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What will 2020 look like?

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Needless to say, we are pretty pumped for 2020.