Gen Z Looking More Like Yuppies – Want to Own Stuff
Unlike Millennials, content with a share economy, research out this week says that Generation Z (born between 1996 and 2009) wants to own stuff. Good news for auto and real estate and the financial brands that support those economies. Gen Z will comprise 25% of the US population by 2020. Read more here.
Twitter Suspends Thousands of Accounts
Twitter suspended thousands of suspected bot accounts this week, but not everyone is happy. Several conservatives noted the loss of followers and wondered if they were being singled out. Twitter, in response, said it is working to remove malicious and fake accounts, challenging the account holders to provide a phone number as verification. “This is part of our ongoing comprehensive efforts to make Twitter safer and healthier for everyone.” Trolls be warned.
This week we have two links for B2B marketers. The first offers rationale and advice for using video to reach B2B audiences. While the post is more about creating compelling video, the media opportunities for running video ads, adjacent to contextual content, can also garner big wins. The second article from Forbes outlines the key to a successful B2B strategy – “owned” media, i.e. website, social media channels, e-newsletter. And please pardon the plot spoiling – but owned media is only as good as paid media can amplify. Or, conversely, paid media is only as good as owned media can reinforce.
Really constructive article from Think With Google on 5 steps to mapping the customer journey. All too often brands measure correlation of marketing exposure to sales, as if the journey is a straight line, without consideration of a feedback loop. Google reminds us that the consumer journey is a circuitous sightseeing tour of paid media, social media, owned media, word of mouth, shopping experience, etc. Neuroscience tells us that each stop on the tour owns a feedback loop, providing brands an opportunity to reinforce consumer perceptions and intentions.