There's a lot of uncertainty among brands about which consumer groups hold the key to influence in their digital marketing. Somewhere on the Venn diagram nestled between Millennials and Moms are the new power influencers: Millennial Moms. Did you know that 83% of new moms are Millennials?
The most imperative issue threatening brands this year isn't particularly new. In fact, it's been with us for a while.
Every year, I sit down with my students and ask just that - and opinions often vary. Some prefer emotional tear-jerkers starring the Anheuser- Busch Clydesdales, others favor funny ads, like your typical Doritos commercial.
With all of the talk of Big Data, it's clear to these consumers that most advertisers are taking a "one size fits all approach" to content and ads on YouTube. Marketers aren't leveraging the customization of the medium to really connect with these multicultural YouTube viewers.
Why brands should stop waging war with their customers.
'When you think of brand names with which you connect, we're guessing that you immediately go to consumer goods - Apple, Ford, Kellogg, Volvo, etc. But we know that media brands also play an important role in our society, yet we rarely think of them that way. The reputation of The New York Times is just as much of a brand as Dodge or Samsung.
A dangerous paradox threatens brands in the content age.
Amid the healthcare debate in the U.S., one key data point cannot be overlooked: There are 58 million registered and documented Hispanics that go to work every day, shop and make healthcare choices for their families. The U.S. Hispanic segment continues to represent an enormous opportunity for brands in the healthcare sector, and to win their trust amid healthcare uncertainty, brands must become their "neighborhood doctor."
Data is more than just numbers. Data gives us insight into our customers's minds and their everyday behavior. In healthcare, data is being used to predict and prevent, cure disease, and improve patient quality of life. The more we use data to learn about and understand our customers, the more we can design meaningful customer experiences that drive engagement.
Generation Z, the "digital savvy since birth" younger siblings of Millennials, are quickly becoming a significant consumer audience for marketers, but the expected route to reach these consumers is not yielding the desired results. This demographic is expert at tuning out advertising and marketing messages. Brands continue to try to reach this coveted group with TV commercials, but these teens and younger millennials stream right around them. You would think digital ads might work, but if they are not completely real and relevant, forget it. This group will block them. And print? No way - they're not even in the …