marketing

Millenial Activation

Yesterday I had the pleasure to speak at the ISPO Communication Day in Munich — part of ISPO, the world’s largest sports industry trade show. ispoMy topic was on which social media channel fits your story. And while you cannot be on every single social platform out there, you should at try to do at least 2 or 3 well. But more importantly today with so much happening in the social media sphere, the need to engage with millenials is becoming more and more apparent. They are becoming a major influencing factor for brands, trends, and markets. In the US alone they have close to $200 billion purchasing power each year. With social media being the environment they thrive in, time for brands to start building relationships with them there.

 

Authenticity is key

Ok, we all know that authenticity is key to humanizing your brand. But for millenials it is especially so. Last year, Forbes reported that 43% of millennials rank authenticity over content. The same report found that 62% of millennials are more likely to become a loyal customer if a brand interacts with them on social media. Because of how ingrained social platforms have become in our behaviour, audiences are more informed, aware and empowered than ever before. Social media has made us more cynical and more critical of what brands are doing. We can’t as easily be won over by a glossy ad – particularly digital natives who are increasingly more likely to prefer YouTube content over TV. So brands need to be transparent and honest.

You need to understand “dark social”

Want to market to millenials? Then you need to get acquainted with the term dark social. More and more consumers are conducting their conversations in private and share links away from major social platforms. They are taking to the likes of Snapchat, WhatsApp or other messaging apps. These are becoming new, opportunistic venues where brands could potentially start to engage in conversations that aren’t interruptive. Did you know that there are nearly 4 billion global active users of messaging apps, from WhatsApp and Facebook Messenger to WeChat and Kik? In fact, the top five apps in the world in terms of frequency of use are all messaging apps.

Move into unchartered waters

Most of us marketeers know that millenials don’t care for traditional advertising. They’re totally unaffected by it. That’s why social media marketing is such a big deal. The product is almost irrelevant. It’s the brand you have to sell, and social media is one of the best ways to do that. And while Facebook, Twitter, and Instagram have been (and still are) highly successful when it comes to brand awareness, none of them offer the same level of value and authenticity that Snapchat does. Snapchat has over 200 million users. With over 7 billion video views per day. Of course you cannot deliver large-scale conversations on Snapchat but maybe we need to follow our audience into unchartered marketing waters even if it would be nicer to stick to platforms we are used to and feel safe on. Maybe we do not know exactly the best way to use these one-on-one platforms yet but there are many brands that are already exploring. Content like product launches, behind-the-scenes. all unfiltered and happening in the now. Making the brand totally transparent and authentic with the potential of creating deeper, more personal relationships. And even if right now we may not have the mechanics to easily track these conversations, I am sure they will be coming sometime during 2016.

Influencers have the power

“People buy from people, not brands” – according to findings 92% of consumers trust recommendations from other users even if they may not know them. That is why it is important to understand how your brand is perceived out there. So think influencer marketing. Influencers have thepower when it comes to marketing services and products. Consumers today trust recommendations from family, friends, and social media influencers more than any type of paid marketing. And when someone is happy with your brand, they will share this with their social networks. The effect is unparalleled to any other marketing tool we have.

And don’t forget the IoT

Today’s world is becoming more and more connected. And millenials are expecting brands to be connected and able to offer them seamless person-to-digital experiences and interactions. Brands will need to move away from being interruptive and seeing themselves as a broadcaster to actually offering personalized solutions. Think of something alongside a reminder being sent to order an Uber to pick up your date for that restaurant reservation you have Friday night. Or which SPF cream to use for today’s sunshiny weather.

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Marketers to increase social media usage

According to emarketer, marketers are using and investing in social media more, and will continue to do so. A new report reveals that whilst Facebook and Twitter are still the preferred social networks used by US companies, Instagram is expected to gain significant traction due to its improved advertising capabilities. And I am sure European companies will soon be following suit. Either way, marketeers continue to be committed to using the social media space.

emarketer-using-social-

Gen Y and Gen Z – what’s the difference

As a marketer, understanding your audience has a big impact on customer loyalty. And so it is also important to understand the next generation of consumers: the Gen Y millenials as well as Gen Z.

A recent report from Refuel Agency shows that much like millenials, Gen Z also do nearly everything from their mobile devices. Both approximately spend an amazing 17 hours a day on some kind of mobile device. And interestingly enough they look more for content than social networking. When it comes to advertising, Gen Z more attention to online video ads and mobile banner ads is paid than Gen Y.  We may see these generation as “kids” but we always have to remember that they are the next consumers.

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Infographic by Refuel Agency

Some innovation to snack on

Summer is slowly saying goodbye. And just in time to keep the good vibes going, We Are Social have published their fourth Curiosity Stop. The last report was so full it was a bit overwhelming so they have toned it down to be more snackable. I really love MotorMood – an LED against road rage or just to put a smile on someone’s face, but also clever new innovations like Mr Gabriel. Used with a smartwatch, it lets you send a text with your location directly to pre-selected loved-ones.

I is for Inspiration – Takeaways From Google’s Larry Page Letter to Staff

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Big news from Google this week. Alphabet. Their new holding company. And a great name at that. Suggesting anything and everything and many new ideas and multitude of opportunties.

Larry Page letter to staff, announcing Alphabet, has some pretty good, quotable quotes.  Something any CEO or leader should take note of as they are relevant for any business that wants to be successful.

“We are still trying to do things other people think are crazy but we are super excited about”

If you do not allow for genuine, contrarian ideas to be developed and heard in your company you are crushing innovation. Companies that have a true desire to keep innovating and investing in weird, amazing ideas are sure to be at the forefront of success.

“Over time companies tend to get comfortable doing the same thing, just making incremental changes”

No one wants to end up being the next Blockbuster, Netscape or Kodak. Google is disrupting itself with Alphabet. And a clever move it is.

“Our company is operating well today, but we think we can make it cleaner and more accountable”

The restructuring allows Google to be agile (something the investors have been waiting for). Alphabet gives Google the flexibility to shift businesses. Not only under new umbrellas but also under new CEOs who may offer better leadership.

“Alphabet is about businesses prospering through strong leaders and independence”


With each new business under Alphabet having separate management teams, more opportunities are freed up for career development. This in return is great
for attracting and retaining talent. And we must not forget it allows for strong employer branding. A smart move.

“Alphabet … means a collection of letters that represent language, one of humanity’s most important innovations”

Google may be a tech giant but at the end of the day it is all about your clients and your employees.

And a little marketing side note:  Is it smart to re-organize one of the most recognizable brands on the planet? Sure. In creating Alphabet, Google is following powerful trend in corporate branding just like Apple or GE.  And having a complete house of  strong brands makes for a strong catalyst for innovation.

 

 

The digital economy. Cheap smart phones will change everything.

I gave a presentation at the European University as part of the American Germany Business Club Exchange yesterday together with another marketing colleague of mine on “Marketing Strategy in the Digital Economy”. And I realized the 45 minutes we had to present just did not suffice. So much has changed since digital hit us and hit us in all industries and the way we need to do business now and will be doing business in the future.

Catching up on my reading this Sunday morning, I came across this interesting article in WIRED which is just one of the many examples of how changes are influencing our digital economy. Cheap smartphones are popping up everywhere. But don’t dismiss them. For many people around the globe it will be their first screen and their only screen. Their primary interface with the world. This means  a huge array of  new opportunities huge impact on both social and political issues.