No more focus on millennials as a whole group

In 2016 millennials won’t be targeted as one demographic anymore, but they will be reached based on their passions, according to a study released last november by Hotwire PR.

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The study was based on crowdsourcing from 400 communicators in 22 countries and it revealed that brands will focus on values rather than age when trying to engage with millennials.

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Another issue is ad blocking for mobile, which companies are not prepared to deal with, especially with the feature in iOS 9 that enables apps that stop ads. Marketers will need to concentrate more on traditional advertising, sponsered podcasts, influenced partnerships and experimental efforts.

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Other key trends for 2016:

  • Dealing with the rise of virtual reality: new ways to integrate it into a wide range of content.
  • No more planned content but real-time one instead: stop with the planned editorial calendars.
  • Competing with Amazon with content: they must offer targeted content and campaigns to appeal to the customers.
  • Providing a service with marketing campaigns: offer relevant and useful services to your consumers.
  • Lots of hyperlocal content: they will need to create at least 10 specific messages for each subgroup.
  • The growth of third-party publishing channels: publishing platforms like Medium and LinkedIn Pulse are on the rise.
  • Highlighting brands as activists: keep putting values as the base for communication strategies.
  • Improve knowledge of digital video: discover which platforms are best for videos.

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Source article on Adage.

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