This article reminds us one of the most important actions to thrive in #Marketing (and I believe #ProductManagement, #ProjectManagement and almost any strategy or initiative): We need to question the “rules”, the books and ourselves every once in a while. 🤔❓🤨
Yes, they taught us in Communication, Business, and Marketing Degrees, and in #DigitalMarketing Courses that there was a funnel to follow whenever developing a sales or marketing strategy, that we ought to pay attention to the stage of the product/brand/project and act in consequence. However, as this article shows, Gen Z and Millennials don’t behave the same, neither do they interact the same with brands, and if they have differences between each other, imagine the differences with other generations like Gen X or Baby Boomers. 🤯 I do not aim to disregard the “rules” or the books, or what they taught us in degrees or courses (I am a faithful defender of all). In fact, I remember being told in College that advertising should always be coherent with society. Society changes, so should Advertising. 👀 Marketing and Advertising need to have their eyes wide open to their surroundings, and more specifically to their target audiences in each campaign or initivative, in order to thrive🚀
Reading this article I also thought of how many of these Gen Z or Millennials behaviors are being rapidly adopted by older generations. YouTube, for example, which is shown to have the highest percentages in Centennials’ inspiration stage (new funnel “phase” -I write it like this because the article says it is a loop nowadays, so maybe it’s not a stage-), is gainning more acceptance among older people. In fact: “Among people aged 50 to 65, YouTube is used by approximately 51%, making it the second-most popular social media platform for this demographic,(https://lnkd.in/dt-j3ttY). Even though people tend to think TikTok is only used by Gen Z and Millennials, Millenials don’t always like it that much, and older generations are starting to use it: “TikTok, although more popular among younger age groups, is gradually gaining traction among older users, with about 15% of those over 50 using the platform”(https://lnkd.in/dt-j3ttY).
Regarding the fact that influencers keep being taking into consideration, I continue to enforce the fact that the human connection between customers and brands is still really important in consumer’s decisions. This changed with social media: communication between consumers and brands started to be bilateral, consumers started to be able to leave a comment, make a public complaint or positive recognition, they started to be part of the media and the “public” for free (not like before with traditional media channels: 📺📻🗞️🪧). If I see the present and try to imagine the future, I believe human-centric approaches are and will become more and more important. 👀🤔
What do you think?
Passionate B2B Marketer | Always Learning | Advocate for Trust-Building Over Lead Generation | Start with HUMAN
7moAlso, after giving my post another read, I'm curious: Is Nospace a clever mash-up of nostalgia and MySpace vibes? TZ (Tiffany Zhong) let me know 😆