On a recent Mediaweek panel discussing the power of publishers in a cookieless world, I was among colleagues from The Washington Post and Bloomberg–at face value, we’re all competitors vying for the loyalty of similar audiences to convert to subscribers, and pitching similar clients for the same advertising budgets. While healthy competition is great, our…Read More
Fans of ratings, rejoice! Netflix has introduced a new way for you to display your affection for a show: a double thumbs up. This is the first change of the rating system since 2017, when the company moved from a star system (ergo, one to five), to the like or dislike model (thumbs up and thumbs down) that we’re all familiar with. Now, Netflix is shaking this up again with the launch of a third option — the super like (or, if you want, double thumbs up). Here’s what the ‘double thumbs up’ (or… I LOVE THIS!!!) looks like in…
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We’ve been naming generations for a long time. Demographers use it to begin a conversation about the changes around us. While a birth range doesn’t guarantee an outlook, the demographics and cultural shifts that a group shares tell us a lot about how they might see the world. And the name is a shortcut to remind us that not everyone sees the world the way we do.
Baby boomersGen XGen YGen ZMillenials
The last four are pretty unimaginative if you ask me, but I also know that a baby boomer is probably thinking of the world differently than a millennial is right now. These are inexact labels, but helpful nonetheless.
So what to call the next generation?
My co-authors Bruce Clark and Paige NeJame have coined the term “Generation C.” It’s so well-suited, I believe it’s going to stick.
C is for Covid, C is for Carbon, C is for Climate.
The combination of years of school spent at home, in a mask, combined with the significant revolution (economic, political and social) that our industrialism has led us to means that this generation will be different than the ones before. Every decision and investment and interaction is going to be filtered through the lens of carbon and remediation and resilience.
And yet, if we combine this with the c of connection, of a cohort of people who are finding solace and possibility in community, there’s a chance for all of us. Generation C didn’t ask for any of this, but I’m hopeful that they’re up for leading the change.
Transitioning from traditional, gas-powered vehicles to electric vehicles (EVs) is widely considered one of the most important goals to reduce carbon emissions. In 2020, internal combustion engine powered vehicles were responsible for about one-fifth of Europe’s carbon emissions. It’s unsurprising that the EU is pushing for a switch sooner rather than later, with an aim to reduce road transport emissions by 90% in 2050. While ambitious, this does seem like an achievable goal. In a recent survey carried out by the European Invest Bank, over two-thirds of Europeans say they will opt for a hybrid or electric vehicle for their…
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There is a massive shift, thanks to the pandemic. Boomers who went from only using Facebook to keeping up with friends and family to becoming influencers. Boomers now join their children in the latest TikTok challenge. Some interesting times we are living in.
During the Pandemic social media was one of the easiest ways to get in touch with loved ones. Since then, Social Media adoption rates have exponentially increased. Social media influencers use the platforms as the go to place for information, how to videos, news updates and as a business tool.
The pandemic has proven how important the internet is in our daily lives. From delivering connection, information and enabling people to shift their lives online for survival. The shift allowed greater access to resources, for example, groceries delivered to their doorstep, support programs and delivering medicine to the doorstep.
The following trends emerged from the rapid and essential growth of the digital world.
1. Privacy over everything
2. SEO becoming automated
3. Signal vs Noise
4. Content skills or subject matter expertise
Users want to know exactly who can access their data and how they use it.
Google has taken a stance on data collection and made it impossible for their user’s data to be accessed without their permission. Advertisers and marketers had to adapt quickly and shift fast to be able to reach potential customers online. This leaves space for opportunity. It is time to reimagine how we do marketing to attract potential customers.
Facebook AKA Meta has given even more power to their audience base. Starting 11 April users will be able to select more topics they don’t want to see ads for. This role will be accessible on both Facebook and Instagram. Advertising experiences will be more personalized and enable people to discover products and services from small businesses that may not have the ability to market to them. In addition, the advertising experience will be more matched to the evolving expectations of how ads reach the intended audience on the Meta platform portfolio. Read more
Search Engine Optimization has been a vital part of every good digital marketing strategy for years. Now that everyone is doing it the question of automating the process takes center stage. Cutting time on optimization of the website using software is the conversation in the SEO space.
This is the first step into creating exceptional user experiences on and offline and how the two interact with one another. In the future time will be spent more on user experiences that enable your target audience to interact and engage with your brand online. Therefore, diverse high impact, relevant and intentional content will be the key commodity to be able to stand out in the noise. Spending hours on hand researching keywords and building links will become outdated like the keypad on your iPhone or Samsung device. Read more on Automating SEO
In 2022, organizations put even more importance on creating digital content and content-driven experiences. More content does not always mean more value.
Creating a content marketing strategy feels like shouting into a hurricane these days. We can look to artificial intelligence to ease the challenge of content production and distribution. It may even intrude into the content creation stage. Imagine a day when AI can produce an article like this one – and tens of thousands of alternative versions designed to increase its performance across diverse audiences at different times. But all this content is both signal and noise. My noise drowns out someone else’s signal, and your signal quiets someone else’s noise.
Read more on how to create more ‘conscious’ content experiences.
Like it or not, influencers have become synonymous with the world of digital marketing. Whether they are advertising a company’s offerings or collaborating with a brand on a new product range, they are here to stay. What is the best course of action to take? Teach or find content creators? Teach content creators to become subject matter experts and technical knowledge, or find creators with the subject expertise and technical knowledge? Teach content skills around a subject matter or find skilled creators? As much as influencers are a good investment in reaching new audiences and gathering data. Are we ready for the content challenge imposed by their content creation skill and our brand voice and visual representation?
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Catch up is on. We need to start creating campaigns that include experiences that your customers can engage in and share their thoughts with brand. Encouraging the clients to post videos of their purchase or even write and share a product review. The digital world is constantly evolving at a ferocious rate and so are its users. It’s not about catching up anymore. The question that lingers in the hallways of digital marketing is: Are we able to keep up with technology, the demand from consumers and the evolving marketing industry?
Successful brands need to keep an eye on the latest trends and keep up with the emerging challenges posed by this environment and its consumers. Most importantly, don’t be afraid to be innovative in your campaigns. Those who dare, win.
Meta began testing two new ways for creators to monetize their presence in Horizon Worlds. The company explained in a blog post Monday, “The metaverse–by nature of its not being limited by physical space–will bring a new level of creativity and open up new opportunities for the next generation of creators and businesses to pursue…Read More
The PR person for a beloved brand once pulled me aside and scolded me for a tweet I’d posted on an agency account about our work for them. The issue was the word “created.” “You didn’t create this,” she said, pointing at the house-sized structure we’d conceived of, designed and built for them. “You need…Read More
The housing market has changed rapidly over the last few years, and it’s led to a number of unknowns for potential homeowners. Though modern buyers are faced with a number of challenges along the way, many still find the sense of comfort that can come with owning your own home worth the fight. Leading online…Read More
Brands have fallen in love with flat and simple logos, to go along with pared-down messaging, in hopes of establishing a faster and deeper connection with consumers who are spending increasing amounts of time on smartphones. Trying to hit on those flavors of innovation and quality, Baskin-Robbins is updating its logo with a new simplified…Read More
Three days after Warner Bros. Discovery appointed an ad sales chief, the company now also has a new upfront strategy following Friday’s merger between WarnerMedia and Discovery. The new company will hold its combined upfront on Wednesday morning, May 18 at Madison Square Garden’s Hulu Theater, just five weeks from now. According to the company,…Read More
