Marketing Trends
Marketing Trends
Oct 21, 2020
Aligning Your Marketing with Generation Z
39 min

No two generations are ever the same, but there has never been a generation that has demanded so much of a marketing department’s attention quite like Generation Z. On this episode of Marketing Trends, Kamal Bhandal, the Vice President of Global Marketing and Consumer Marketing for Align Technology, discusses how marketing teams are shifting their attention to connect with a younger generation and meet their needs. Plus she talks about why authenticity and storytelling are at the heart of their efforts to connect with that group. 

Main Takeaways

  • Demanding Attention: Generation Z is demanding the attention of marketers everywhere and forcing marketing departments to up their game when it comes to creativity. In order to appeal to a younger audience, marketers need to improve their creativity levels by telling authentic and different stories. If you can’t connect with Generation Z from an authenticity standpoint, you won’t be able to speak to them effectively.
  • Experimentation Breeds Success: Focus your efforts on trying new things. If your data is telling you your messaging isn’t working, it’s time to invest your resources into something new. Feel free to expand your horizons to understand what works for your brand and what doesn't.
  • Consuming That Content: Media consumption has changed and as a result, content production strategies need to be adjusted as well. As consumers are spending more time with their devices, you should be experimenting with new ways to reach them where they are.

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The Marketing Book Podcast
The Marketing Book Podcast
Douglas Burdett
306 The Interaction Field by Erich Joachimsthaler
The Interaction Field: The Revolutionary New Way to Create Shared Value for Businesses, Customers, and Society by Erich Joachimsthaler Learn how the most successful businesses are creating value and igniting smart growth in a fast-paced, competitive market. Most businesses today focus on competition and disruption instead of collaboration, participation, and engagement. They focus on transactions instead of interactions. They seek to optimize or extract value rather than share it. They build assets and thrive on an enormous scale, huge distribution networks, and brand recognition. But then along comes a rival that doesn't care much about your brand and your other assets, and it either rushes past you or mows you down. In The Interaction Field, management expert, and professor Erich Joachimsthaler explains that the only way to thrive in this environment is through the Interaction Field model. Companies that embrace this model generate, facilitate, and benefit from data exchanges among multiple people and groups -- from customers and stakeholders, but also from those you wouldn't expect to be in the mix, like suppliers, software developers, regulators, and even competitors. And everyone in the field works together to solve big, industry-wide, or complex and unpredictable societal problems. The future is going to be about creating value for everyone. Businesses that solve the immediate challenges of people today and also the major social and economic challenges of the future are the ones that will survive and grow. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/interaction-field-erich-joachimsthaler
54 min
The Future of Work With Jacob Morgan
The Future of Work With Jacob Morgan
Jacob Morgan
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She takes a look at her calendar to see what her day looks like, every day is very different, but generally she has Zoom meetings and activities from 8:30am to 4:30pm. And she ends her day with the same walk she does in the morning. She is very involved in her Rotary Club, she has the new employee orientations on the first Monday of every month, she meets daily with her executive assistant, and daily with her two vice presidents. She also meets twice a week with her senior leadership team. And while the amount of communication needed these days can be exhausting, she enjoys feeling more connected to her team now than ever before. Making the shift at first seemed daunting but as Carrie shares, “Well, on March 13, the governor kinda hinted that we were shutting down and on March 17 everyone went home. And we adapted that day, it took about a week for the technology team to get 100 employees situated at home and I know companies much larger than us did as well. It was kind of a miracle in the business world, that we all did it. But it happened really quickly. It happened overnight. And if you had told me six months ago that this is something that we will have to do, and this is how we're going to operate, and you're gonna do it in less than a week, my team would have laughed at me. But we did it. And we just, I think it shows the power of having a clear mandate. That's an important thing. If you have clear crystal clear direction, I think teams can do amazing work. And it also shows me the power of a team that is very synergized and works collaboratively together.” Keeping culture alive while working remotely Bay Federal has a lot of unique activities in place to keep the company culture alive when so many team members are working from home. One tradition they have had for a long time is around Halloween. Before the pandemic they had every department pick a theme and the employees decorated their area over the top with props and everything. Then the senior leadership team would go around to every location throughout the day. It was a very big production. But knowing this year they had to do it a bit differently they made the whole week of Halloween spirit week where everyone could dress up for a different theme every day whether they were physically in the office or working from home. Everyone got to upload a picture of themselves in their costume and prizes were given out to the best ones. Carrie also makes sure to start each meeting with a different fun question, like what is your favorite rock band? What is your favorite meal that you are Door Dashing right now? This practice really helps with Zoom meetings so that they don’t just jump into things without doing something fun first. Carrie has also used this question time to ask people what their favorite cake is, and she keeps track of all the responses so she can send people their favorite cake on their birthday. The leadership team was able to have a socially distanced barbeque where they got to play trivia games, good food, and they could reconnect since they hadn’t been together in quite…
1 hr 6 min
Guy Kawasaki's Remarkable People
Guy Kawasaki's Remarkable People
Guy Kawasaki
Sarah Frey: Founder of Frey Farms, Author, and "Pumpkin Queen"
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1 hr 8 min
Today in Digital Marketing
Today in Digital Marketing
Tod Maffin
Google Sued Over “Fake” Reviews
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13 min
Digital HR Leaders with David Green
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43 min
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