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Talking about the strategy behind what advertisers are doing right now, they want their brand to be part of the culture, and what they’re doing is helping them get there. You will often hear this. Of course, how you plan to make your brand a part of your culture will vary, but the bottom line is usually to rely on proven strategies that have worked in traditional advertising models, given that consumer habits have changed. It’s like, “I can’t do that.” . Instead, you need to cut through the noise and truly connect with your consumers.
That makes sense. Consumer habits are changing. It’s becoming increasingly difficult to get people’s attention with traditional advertising. Marketers need to spend more time deciding how to interact with consumers, especially younger consumers, who don’t want to hear from their brands. As a result, major marketers like Coca-Cola have pivoted their advertising strategies to move away from the “interruption model of experience and engagement,” Pratik Thakar, Coca-Cola’s senior director of generative AI, previously told Digiday. told.
Advertisers don’t seem to want to be advertisers anymore. Or maybe it’s not that he doesn’t want to be an advertiser, but that he realizes he can’t just be an advertiser. I apologize for the double negative and thank you for your understanding. And marketers can pepper their branded content with things that people want to engage with, so that people don’t just get frustrated with brands that get in the way of that engagement, they want brands to create what people want to engage with right now. I hope.
“We often hear clients describe their goals as ‘culture disruption,'” said Trina Rofino, CEO of The Marketing Arm. “It’s not that clients are completely moving away from advertising, it’s just that it’s become much more difficult to establish efficient ways to reach top-of-funnel prospects through fragmented channels. . The most notable brands are growing, not just because of their huge budgets, but because of their role in culture.”
Agency executives say that finding ways for brands to truly connect with culture requires thinking differently than traditional advertising campaigns, working with influencers, creating user-generated content and creating social The conversation needs to be monitored. It makes sense for brands to be involved in all the stakes. Whether it’s done in-person at events like F1, Coachella or Stagecoach, or through mixed reality initiatives, experiences are becoming increasingly important. It also goes beyond those efforts.
“For brands to become part of the culture, they need to listen more,” said Kaylen McNamara, chief business officer at VaynerX. “The concept of the consumer journey is no longer predictable. Brands need to understand and identify the opportunities where consumers are spending their time and be agile and create things within that framework.”
To address this shift, some marketers and agencies are engaging in “culture sprints,” explained Ariel Carter, director of social content and engagement strategy at Razorfish. “Brands win by empowering agile creative crews to join trending conversations before opportunities pass. To succeed, marketers must eliminate lengthy, multi-layered approval processes. and must accept lightning-fast decision-making, join the party, or risk slow applause.”
It’s not just about listening to consumers and responding quickly online. Advertisers need to fundamentally change the way they think about how they interact with consumers beyond just being an advertiser. “We need to reimagine the way we market our brands by thinking of individual brands as content creation hubs that foster culture, inspire action and loyalty, and inspire commerce at every turn. ,” said Kenny Gold, Managing Director and Head of Social. Deloitte Digital Content and Influencers.
Mr Gold added: “Additionally, this helps drive ‘discoverability,’ which is the desired outcome for social-first brands.” Short-form video, audio, mixed reality, and the use of generative AI to drive scale are all coming next year. This will be the key. ”
How a brand actually shows up as part of a culture is determined by the brand and the cultural conversation. “When engaging with long, uninterrupted content of any kind, consumers feel like it’s adding to the experience rather than taking time away from what they’re trying to do,” says Paul Freer. states. Head of content and creative packaging for Media by Mother.
That said, few brands are able to truly become part of the culture, even though advertisers recognize that traditional methods aren’t working as well as they once were and that change is needed. Instead of really listening and engaging in a way that allows their brand to become part of the culture in some way, advertisers are trying to “make the most of what they think is cool, what’s hip, or what’s part of the culture.” “People often make the mistake of trying to invent something that they think is a part of it,” says Mark Himmelsbach. -Founder of Hybrid Shop Episode Four.
“Brands have a great track record of interrupting people from doing what they want to say, ‘Be careful,'” Himmelsbach said. “When they say they want to be part of a culture, they’re mainly taking the same approach of interrupting the culture and asking people to pay attention to the culture.”
To become part of the culture, brands must recognize that they can’t maintain the control of traditional advertising and find ways to go with the flow to truly be part of the cultural conversation. Of course, it’s difficult for advertisers to give up that control.
“What brands potentially feel now is that consumers have much more power in determining the direction of their brands,” says Amber Chenevert, Managing Director of Strategy and Insights at VMLY&R. (PHD) said. “How does the brand currently fit into the market? [has changed compared to when] A lot of these people are just starting their careers, so it’s kind of a new world for them. ”
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