Right Brain, Left Brain Blog

48 posts categorized "Youth culture"

04 February 2015

The right content holds the key to reaching millennials

If you want to market successfully to the current crop of 18 to 34-year-old Generation Y-ers – those all-important millennials - then content is king, but not just any content. As digital natives, who know their way around the internet and social media blindfolded, millennials don’t need or want brands to point them in a particular direction, they go exactly where they please. But give them the content they want, where they want it and they’ll show their love.

A recent survey of 100 millennial New Yorkers found that 81% had iPhones (not really surprising), 80% preferred reading books in print (quite surprising), while their most popular clothes outlet was a thrift store [to us Brits - a charity shop]. Instagram (73%) and Snapchat (56%) topped the social network popularity chart, with Twitter (44%), LinkedIn (39%) and Tumblr (31%) making up the top five.

If brands want to reach millennials they need to stop worrying about ‘having a presence on Twitter, Facebook or Instagram’ and start thinking about the types of conversation they want their brand to be part of at any given time, and then think about which influencer could best anchor that conversation.

Millennials are undoubtedly seeking engaging content and added value from brands, as revealed by the first Cassandra Report. It found that millennials are omnicultural, and want brands to tell great stories that are consistent across borders. They want to be treated as individuals, with brands tapping into their passions – not as a homogenous age group or nationality.

Continue reading "The right content holds the key to reaching millennials" »

09 January 2015

Beyond Facebook: How to market to a new generation

Here’s a sobering thought: in the next few years, Generation Z – those born around the year 2000 – will be hitting their upper teens, entering their 20s and then embarking upon their careers. The challenge for businesses is finding a way to market to this new generation – a generation who interact with society very differently to their predecessors.

To give that some context, 81% of Generation Z use some kind of social media and have been broadly dubbed ‘Screenagers’ because they have grown up with the internet a constant presence in their lives. But the obvious routes may not necessarily be the most effective: 25% left Facebook in 2014; clearly, informed and lateral thinking is needed.

So, how can businesses reach out to individuals with an attention span of just eight seconds? The infographic below is packed with useful advice and tips…

Continue reading "Beyond Facebook: How to market to a new generation" »

08 December 2014

Making sense of the selfie generation (and why it's a good thing)

Say venn

"We crashed and broke Twitter. We have made history." - Ellen Degeneres, March 2014

Millennials are called the “selfie-generation.” It might seem like a dis, but smart publishers know that it’s actually a good thing. It means millennials are self-aware, selective and smart. When we take a selfie, it becomes part of our personal brand online—the brand image that defines who we are, what we like and what we stand for. While members of previous generations would rather floss than see themselves in a video, we post selfies to Instagram and Vine constantly. We’re not afraid to put ourselves out there—and you shouldn’t be either. If you look a bit closer at the selfie generation, and take some cues from our quirkiness and self-deprecating wit, you might just let a few of us off the hook. 

Continue reading "Making sense of the selfie generation (and why it's a good thing)" »

10 November 2014

How millennials think differently about brands

Say venn

Millennials are almost 75 million strong in the U.S. alone, and we spend $170 billion each year. But you’ve likely heard that we reject traditional advertising and instead prefer to create relationships with brands. Why? Because we’re wary of marketing, in general, but we’re not willing to give up the goods we need to make our lives run smoothly.

All of the brands we consume have to be “lifestyle” brands because consumption, for us, informs lifestyle. Part of our lifestyle is supporting and helping our communities. Part of our lifestyle is finding adventure and trying new things every day. And perhaps the largest part of our lifestyle is being connected to everything and everyone all the time. Those values have to be a big part of the brands we support, as well.

Millennials love to be loyal. We crave connections, relationships and mutual honesty. That’s why we love user reviews and online feedback loops. We love to tweet at a brand and have the brand tweet back, because we know that there’s someone writing that tweet, someone who cares and wants to keep us as a customer. When a brand seems to care about the needs and desires of its customers, we appreciate the concern.

Continue reading "How millennials think differently about brands" »

02 May 2014

Why Tinder’s move into native ads could challenge the social media elite

Tinder main

So the big news this week came from popular mobile dating app Tinder, with its parent company InterActive Corp (IAC) announcing during its earnings call that it may start to introduce native advertising in a bid to make money from the free app.

IAC chairman Greg Blatt said: “The nature of the Tinder user experience presents itself with real opportunities for native advertising that certain of our other products don’t.”

Continue reading "Why Tinder’s move into native ads could challenge the social media elite" »

26 February 2014

How to make the most of Snapchat for your brand

Snapchat is the new kid on the block. Everyone’s talking about it. But not only is the app a fun, exciting and ‘snappable’ way for people to exchange visual messages with their friends and family, it’s actually proving to be a fantastic communication resource for brands to engage with consumers.

The problem is that brands are yet to really understand and utilise the platform that Snapchat offers. Take a leaf out of the likes of Taco Bell, Acura and MTV UK’s book and you too can get involved in the “selfie” trend rocking the mobile app world.

Continue reading "How to make the most of Snapchat for your brand" »

14 February 2013

Valentine’s Day: the art of making consumers fall in love with brands!

By Cream Editorial

February 14 isn’t just a day for couples to express their love for each other – the festival day for love is also a day when brands vie for consumer love and attention! On the occasion of Valentine’s Day, we pick out Cream Global’s hot five case studies where love is the X-factor that helps a brand find the sweet spot with its consumers. Here they are:

Continue reading "Valentine’s Day: the art of making consumers fall in love with brands!" »

25 January 2012

A creative two-screen strategy

By Dan Machen 

As Charlie Brooker’s C4 mini-series ‘Black Mirror’ recently dramatised - we are a nation increasingly addicted to mobile devices. Just look up on any bus or train journey to see how many people are eyes down for mobile content.


Tv second screenTv the second screen

Recent research from the annual Childwise survey suggests this is only going to increase as digital natives grow up. Its survey of 2,770  5-16 year olds shows that not only are there now fewer TV sets in children’s bedrooms, but also amongst gadget use, the biggest growth area is mobile internet. This increasingly reflects an ‘on-demand’ culture that wants immediate access to information as a running commentary to what they are doing / watching / interested in buying.

This suggests that traditional 2 screen strategy – which typically sees the TV as primary and mobile devices as secondary – may become outdated. Mobile devices are becoming increasingly primary, with TV as initial stimuli, or as a backdrop for mobile-led interactive experiences.

So what should we do about this? We have proactively developed turnkey solutions to support interaction between existing broadcast campaigns and mobile devices - at the point of motivation. Below are 5 areas marketers should be focusing on today, to develop a 2 screen strategy fit for tomorrow...

1. Linking broadcast media to opportunity to purchase in a couple of clicks
2. Consolidating and adding value to social feeds around sponsored video content
3. Using broadcast to deliver inspiring promotional marketing – e.g. take Olympics tickets from the TV
4. Delivering updated content in real time, as a reaction to live events
5. Gamifying broadcast content - with home viewers competing/voting in real time

Dan Machen is head of innovation at Billington Cartmell !nvent. 


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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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