In order to relate to the many, one needs to influence the few with deep, socially responsible activations.
While brand experiences have grown in scope, scale, sophistication and effectiveness in recent years, there are a host of new issues and challenges marketers must understand and manage to take these experiences to the next level and to make them meaningful to—you guessed it—millennials.
Consumers, particularly influential millennials, have a constantly changing set of habits, interests and concerns. Brands need to be quick on their feet and work hard to entice, entertain and captivate consumers to provide highly engaged and unforgettable experiences they crave and want to share with peers. For millennials and their younger siblings in Gen Z, if they can’t create or take part in the content, comment on it and share all on their terms, well, it’s not content. Here’s a shortlist of the most important things marketers need to know right now as they confront the future of brand experiences.
Quality over quantity: Millennial influencers are more skeptical and critical of brands and the messages they receive from them, placing more trust in their peers and those they respect. This means brands need to invest more in higher-quality experiences which speak to fewer but more influential people.
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Denne historien er fra April 11, 2016-utgaven av ADWEEK.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.