For Gen Z, their path to adulthood has been shaped by immense uncertainty, concern, and change — requiring them to be flexible and adaptable as they find their footing. As a group they can be seen as thoughtful or fickle, collaborative or self-obsessed, humorous or righteous. This ability to embrace contradiction defines their uniqueness as a generation, but can be a puzzle for marketers. As Gen Z amasses spending power, knowing what influences their decision-making and gains their loyalty can be difficult to pin down. Here are six notable ways to relate to Gen Z and provide them unquestionable value.
Novelty marketing has seen an uptick over the past few years. Unusual product offerings and spokespeople have popped up more frequently, ranging from Peeps-textured nail polish to Odd Couple-type pairings of celebrities and products. Perhaps the tactic’s best and most long-lasting example is the Oscar Meyer Wienermobile, but other brands have tried various unexpected campaigns to increase their relevance and reach. Ultimately, whether a shock-value campaign is beneficial for a brand greatly depends on their approach — and their understanding of their existing audience.
One of the biggest challenges for CMOs? How to make better marketing decisions using data. That’s what makes the introduction of Google Analytics 4 (GA4) so exciting.
GA4 is available now. But it will officially replace Universal Analytics (UA) on July 1, 2023. That’s when UA will stop processing new data.
Unlike previous versions, GA4 is not an upgrade. It’s a completely new rebuild and rethink of the platform.
GA4 is powered by machine learning and can predict user behavior. In fact, it’s the intuitive analytics platform CMOs have long been waiting for. Let’s see why.
The secret recipe for corporate Kool-Aid, a healthy mix of Mission, Vision, and Values — or “MVV.” These simple statements help every business establish who they are, what they do, and how they do it. But, while your MVV is a critical step to developing your business plan and creating a pathway to growth, they won’t capture the hearts and minds of customers. For that, you need to shift your focus from you to them.
Super Bowl LVI has come and gone – and the armchair media analysts have all returned to their day jobs. But for true marketing professionals, our work continues beyond Super Bowl weekend. We’re in an industry that’s booming. Global ad spending is predicted to reach $850 billion by the end of 2024. With media spend making up one of the largest components of marketing budgets, it’s imperative marketers have a media strategy that can adequately respond when the CMO says, “we need a digital media strategy!” or when the CFO says, “we need to understand ROI on media spend,” and especially when the CEO says, “my kid is on TikTok, why aren’t we?”
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