Gen Z to Give Mar­keters a Run for their Money

ArabAd - - CONTENTS - A study by: Kan­tar Mill­ward Brown 2016

Mar­keters will be busy in 2017. At the top of their to-do list will be gain­ing a rapid un­der­stand­ing of the needs, as­pi­ra­tions and be­hav­iours of Gen­er­a­tion Z, also re­ferred to as post-mil­len­ni­als or cen­ten­ni­als. To be ac­cepted by this key group, now 27% of the world’s pop­u­la­tion, mar­keters must de­velop mo­bile-led cre­ative con­tent that ap­peals to their imag­i­na­tion and pas­sions for de­sign and mu­sic.

Mar­keters will also in­no­vate to build bet­ter brand ex­pe­ri­ences and con­nected con­sumer jour­neys. They will fo­cus on de­vel­op­ing more en­gag­ing con­tent and us­ing more so­phis­ti­cated, brand-in­fused pro­gram­matic tar­get­ing and less in­tru­sive me­dia ap­proaches to play their part in dis­cour­ag­ing ad block­ing.

Fi­nally, they will take ad­van­tage of new tech­nolo­gies which en­able cross me­dia place­ments that work to­gether to drive syn­er­gies and de­liver en­hanced ROI. Mar­keters who most en­thu­si­as­ti­cally tackle these chal­lenges and em­brace these op­por­tu­ni­ties will be lead­ing the way in #get­ting­me­di­aright.

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