Growing up, I knew “because my friends are doing it” wasn’t a good response to my parents asking, “David, why did you do that?” But as a child, logic often wasn’t a consideration. And yet, marketers seem to be using the same logic when it comes to the ubiquitous hashtag, six years into its livelihood.
In today’s socially driven, instant (eat cake/want cake too) society, shopping is a lot like dating. Consumers want the touch and feel of in-store shopping, but crave the instant savings and convenience of online shopping. Everyone has their type, but big retailers are struggling with finding that customer sweet spot between in-store personal experience and online love connections.
While not quite as egregious as sloth perhaps, marketers are selling their MBA souls for numerical support, lest their gut be their downfall. And so data, and especially big data, is the new silver bullet. But whether silver, copper, gold or brass, a bullet is not the only weapon in the marketers’ arsenal.
As marketers, we target moms and their “Chief Household Officers” status: The decision maker on everything from groceries to banking to vacation planning. We target young singles and their disposable incomes for movies, video games and fast food. We target men during sporting events to sell trucks, beer and… well, trucks. But what about DADs, per se?
Will 2015 be the year that we see more convergence between online and offline stores? What is the latest with mobile phones and shopping? How will the interactive shopping experience impact retail? Will consumers only do business with brands they trust?
So if the U.S. World Cup team scores a goal to win a game 1-0 with five seconds left on the clock, how much is that goal worth? The easy answer, of course, is that whether it was scored with five seconds left on the clock or 89 minutes, its value remains the same: it’s still a 1-0 victory.
But we know better.
It’s a big week for sports marketers.
Sponsors and advertisers spent hundreds of millions of dollars this season, leading up to this week’s start to the NBA Finals and the NHL Stanley Cup Finals.
Which brands will break through the clutter? This is the game within the game.
Have you been stalked by shoes? This Zimmerman copywriter has. And welcome to the beautiful world of retargeting - great results, little to no copy necessary. Of course, in the digital realm, ads without much copy are the norm, which left me wondering: what if we’re hurtling toward a future in which well-crafted copy is obsolete?
Just seven years ago, anyone asked to go a full 24 hours without looking at a single screen would struggle but manage. Today, that same request could prove impossible. The trend has resulted in the emergence of Generation C, a state of mind rather than a demographic. The question for marketers is whether Gen C is just another name for Millennials or something much more.