Who knew collecting Pokemon via a mobile app could transfix people into doing what marketers always want people to do - get up, out, and engage with a brand while having fun? But entertainment marketers should know leveraging new fads like Pokemon Go are the way to go now.

As I spend my weekends on the beach watching the different habits of the people around me, I've been thinking a lot about how the definition of the term "entertainment" has changed over the years to mean something different, particularly to millennials and Generation Z.

I have written previous articles about how marketers should be testing, learning and quickly iterating on platforms like Snapchat and Instagram to tell their brand stories. And recently, Mary Meeker helped drive home the point about the relevance of such social platforms in her annual Internet Trends report.

How to get the most out of the stuff you give away.