Barack Obama MTV’s Making the Band 4 Electro/Hipster Hip Hop Li'l Wayne's Lollipop Skinny silhouette’s for men Retro funk-think Amy Winehouse and Mark Ronson Silly Dance Rap-Flo Rida, Soulja Boy Hollister/Abecrombie & Fitch Youtube Baltimore and Brooklyn Electro Clash-Spank Rock, Justice, Santogold Skatewear/Streetwear The Dream Guitar Hero Vans Chris Brown Nintendo Wii Day Glo colors Google Nike SB Dunks and Air Force 1's iPhone/iTouch WiFi Games Patron Tequila Voting Rock en Espanol New Wave/80’s influenced clothes Big chunky jewelry for women
Urban Wear i.e. Roc-a-Wear, Phat Farm Reggaeton Puma BET Motorola Razr White tee’s American Idol John McCain Beer Grills Snap Music Yahoo
This past week, CultureLab immersed itself in the ever changing world of marketing and advertising in the Digital Age. From Toronto to Austin to LA, we traveled all over North America to find out what is really happening. There are a few important topics that we constantly heard relative to reaching Gen Y’ers. Here is what we learned:
1. Engagement-Advertising is no longer screaming down from the mountaintop with whatever message you want to communicate. Smart marketers know it is important to enlist the consumers’ help in spreading your message. Marketers who will win with Gen Y’ers will be those who encourage brand interactivity and enlist the help of the consumer to spread the word to their peers. 2. Hispanic Youth – 85% of Hispanic youth in the US were born in the US. They are multicultural in their sensibility and gravitate to English speaking media. This is the group that will have the most clout in terms of population size and cultural influence 3. Google vs. Microsoft-It is quite mind boggling to witness this epic battle of who will control advertising distribution. In the Old Media model, it was broadcast networks who controlled advertising distribution but now it is Google and Microsoft who are absolutely duking it out for control. We saw presentations by both Microsoft and Google and it became very clear to us that the stakes are high for both because this is where the advertising play really is from this point on. With Google buying Double Click and Microsoft buying Yahoo, the saga will continue. 4. Mobile Marketing- Here is another element that smart advertisers will add to the marketing mix. It was generally agreed that we are in the very Dark Ages of mobile marketing as marketers have to deal with a “broken eco-system”. The American carrier system is a HUGE hindrance to successful mobile marketing. Right now, SMS messaging is the stalwart tactic being used in Mobile. 5. R.I.P. to the Music Industry and Newspaper Industry- The expectation of free and rampant use of Bit Torrent, Limewire and other downloadable means has put the record industry in a serious pickle. It was announced at the Millennials conference in Toronto that 48% of teens in 2007 DID NOT buy a CD. That is a trend and is only going to get worse. Bad news is that the music industry is structured for CD sales. WOW! The same goes for the newspaper industry. Young people are into pop culture news and have very short attention spans. Newspapers are not an integral part of their daily lifestyle.
The advertising world is changing and changing fast. We pride ourselves as an Agency that stays relevant because we love monitoring these changes. Digital is the word and those who don’t understand this evolving world will be left behind.
In a world in which consumers are becoming smarter than the marketer, it is more difficult than ever to create advertising that is effective and that connects emotionally with the consumer. Additionally, mass assumptions no longer work. Companies, agencies and institutions must understand on a deep level what is important as it relates to identity, lifestyle, and the needs of the people they want to communicate with.
CultureLab was born from the understanding that consumer research and lifestyle intelligence should be at the forefront for those who want to develop effective marketing campaigns. Everything we do is rooted in our original mission and as market dynamics change with increasing frequency, companies rely on us to help them navigate.
We love helping companies, institutions, and brands develop the inspiration that sparks connection across the incredibly hyper-fragmented, “long tail” media environment as well as the incredibly complex and growing world of “tribes of interest”.
CultureLab’s primary mission is to help our clients connect more effectively with the people that are most important to them and to help them create ongoing sustainable relationships.