Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.
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With unlimited consumer choices in the digital marketplace, advertisers often turn away from websites with mass appeal and toward niche outlets, for their small, but potentially loyal audiences. Such a strategy is actually unwise, diminishing reach, according to evidence from a study analyzing double-jeopardy effects in digital media usage.
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In this thought-provoking salon series event, attendees got to know the inner workings of the Gen Z mindset from four professionals and one NYU student. The conversation lead to some surprising places. Speakers talked about how COVID-19 affected their work and lent advice to the younger members of their generation. They talked about the need to be authentic and to personalize ads and make them relevant to users, especially in the social media space, and even gave insights into the online shopping behaviors of this, our most tech savvy generation. Editor’s Note: The full summary is available to members only.
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When gay couples are featured in an ad, advertising appeal can be more important than sexual orientation in predicting consumer behavior—specifically with intentions to purchase and recommend a brand or product—according to research at the University of San Diego.
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