MarketingDojo #6: 🔎 From Boomers to Gen Z- How Different Generations Discover Brands.
Creators & SuperBowl organisers are raking in the moolah, brand discovery is evolving, it's possible to mix B2B & humour and more.
Hello all,
Greetings from a drenched Singapore! The rain Gods have been too kind this week, and it rains even more during weekends. The positive of staying put at home is that I have had more time to write this information-packed newsletter!
Here’s what this edition includes:
🔍Sources of brand discovery across age groups.
😃Bringing some humour back into B2B marketing - SEMRush style
🙄 Channel your inner SpongeBob to respond to the demand for content.
💰 Companies are generously opening their wallets to creators
Podcast & tool recommendations and much more.
Let’s dig right in!
From TV to Social Media: Understanding Brand Discovery Habits Across Generations
Brand discovery is crucial for new brands as it helps them gain visibility, create a positive image, build trust with their target audience, drive traffic, and increase sales.
I recently refreshed my data visualisation skills and developed this visual on sources of brand discovery across age groups.
I noticed a couple of interesting patterns.
Social media ads are here to stay!
Gen Zs rank ads on social media as their top source for discovering new brands, which is more than Gen Xers and Millennials.
The future for social media ads looks bright.
Review sites are a burning platform.
Consumer review websites might need help staying relevant. Older Millennials and Gen Xers consider review sites to drive new brand discovery, but younger Millennials and Gen Z largely ignore them.
Did any of the sources of brand discovery surprise you?
Bringing a Smile to B2B Marketing: SEMRush's Tantrum Marketing Campaign is a Hit.
Have you ever been in a meeting where your boss asked for the impossible?
It can feel like they're throwing a tantrum, right?
It's all too common when you're a marketer.
SEMRush recreated this all-too-familiar scenario and added a humorous twist in its latest marketing campaign hashtagged #TantrumMarketing.
Unlike a typical B2B ad, Tantrum marketing is relatable, funny and positions the product as a tool that makes marketers look good.
I love how the landing page fits perfectly with the ad - it's the cherry on top of this creative masterpiece! I wish more B2B ads are like this one.
The Endless Hunger for Content: A Meme-Worthy Reality For Marketers.
Content, content everywhere but no content to wear share.
In 2022, 42% of marketers increased their content marketing spending. But, the demand for more content is never-ending. From creating to repurposing and distributing, B2B marketers work endless hours. But sometimes, all we get is unsolicited advice to create more content. Sigh.
Here’s me channelling my angry sponge-bob for a meme that hits close to home.
Tool recommendation: Give your content marketing strategy a boost.
Creating valuable content is a no-brainer.
If you need help figuring out where to start, I have two recommendations for you: answer the public & question db.
You can just enter a topic relevant to your product, identify questions & get started with content creation. Google's Expertise-Experience-Authority-Trustworthiness (EEAT) framework can be a good filter for deciding which questions to answer with your content. (Read more about E-E-A-T)
Podcast recommendation:
No matter how often I read or hear Robert Cialdini, I leave a little brighter.
Robert Cialdini is a social psychologist and a leading authority on the science of influence. His book “Influence: The Psychology of Persuasion” is a must-read for all marketers.
This podcast digs deeper into :
a. Pre-suasion: How to prime your customers to positively receive your message in advance of issuing the message.
b. Unity: The newest principle of influence, Unity, refers to being a part of your target audience’s “we” groups. By aligning with a shared identity of your customers, you can significantly reduce resistance to influence.
The six principles of influence: Scarcity, reciprocity, authority, liking, consistency & social proof.
If you have around 30 minutes this week, don those headphones and listen to this masterclass!
It’s been a good week for creators.
Last week, YouTube announced a new revenue-sharing model for creators of YouTube Shorts.
LinkTree has added monetisation options for creators.
Elon Musk recently announced that Twitter will share ad revenue with creators provided they pay for ‘Twitter Blue’.
This is great news for creators disappointed with the lack of monetary support from TikTok.
Short Stuff:
Instagram co-founders launched Artifact - TikTok for text. It has a long waiting list and opened to mixed reviews. (US get its Toutiao).
Paul Logan, a Youtuber, wrestler, and entrepreneur, purchased an ad spot during the 2023 Super Bowl for his company, Prime Hydration. This marks the first time a Youtuber has bought advertising during the big game, which reportedly costs $7 million for a 30-second spot. (Creators are aiming big).
Baby boomer’s YOLO moment, the resurgence of train travel & more - Pinterest Predicts 2023 is here. It has a solid track record - 80% of its predictions have come true.
That’s all for this week’s edition. I hope you found something useful. If you like what you see, can I request you spread the word about the newsletter?
P.S.: This week has been crazy busy - managing uncertain times at work, irritating rains, mom duties, and much more. I am proud to pack in 9.5 hours of exercise!
Little joys of life.
