Younger, smartphone-wielding consumers are growing significantly as a marketing interest for brands as more marketing spend moves towards mobile. The challenge is that many brands appear to be playing up technology to appeal to this group as opposed to building straight-forward campaigns with a low barrier to entry. “Millennials love simplicity in message, in consumption, in participation,” said Aaron Everson, chief strategy officer/president of Shoutlet, Madison, WI. “This is perhaps most critical for millennials because they thrive on quickness to consume content and an efficient participation process if something is required some of them,” he said. “And because brands sometimes fail to realize that millennials are born to share, making experiences overly complicated can and will work against them.” Get the full story at the Mobile Marketer