Mar 13, 2017
Over the past several years, marketers across all industries and categories have become obsessed with Millennials—what are the best ways to reach them and help them form meaningful connections with brands? Because Millennials have a unique sense of self and a non-traditional approach to life stages, marketing to this captivating generation has been a challenge. Marketers are only just beginning to understand Millennials, but there’s a whole new game in town with the rise of Generation Z. This is the first generation of consumers that was born into a digital world, and these individuals don’t know life without the Internet, smartphones, tablets, and social media. What are the best ways to engage with this up-and-coming and always-on generation?
Although generational start and end dates are imprecise, Millennials—also called Generation Y—generally include those individuals born between the early 1980s and the mid-1990s. Meanwhile, Generation Z individuals—also called Post-Millennials or the iGeneration—were born after 1995. As yet, there is little consensus about ending birth years for this group. Millennials were coming into young adulthood at the turn of the century, and the oldest of this group are now about 35. Some have been in the workforce for quite some time and have already begun to reshape Corporate America. The oldest Gen Z individuals are only beginning to graduate from high school/college and enter the professional workforce, so only time will tell what changes this group will bring to the workforce of tomorrow. Gen Zers may be too young to have affected the workplace as yet, but they are already having a profound impact on family purchasing habits and the retail marketplace.
In January 2017, IBM and the National Retail Foundation released a report entitled Uniquely Generation Z: What Brands Should Know About Today’s Youngest Consumers. This report surveyed over 15,000 Gen Z individuals between the ages of 13 and 21 and also conducted interviews with 20 Senior Marketing Executives to determine how these consumers engage with brands. As this generation continues to come of age, they will have a major impact on future communication strategies. Read more »
Nov 21, 2013
I didn’t expect to learn how to become a futurist at AdTech New York (November 6-7, Javits Center, New York City), but it’s one of the many lessons I learned from a day on the show floor and at the conference.
How to Become a Futurist — Sheryl Connelly, a futurist at Ford, gave the Thursday morning keynote and it was a sobering ten point summary of the challenges facing the world. Here are those challenges in short form Read more »
Mar 14, 2013
Last week, I had the opportunity to attend Adobe Summit, the company’s flagship user conference for its digital marketing business unit. The Salt Lake City, Utah event attracted over 5,000 digital marketing professionals that use Adobe’s growing suite of marketing technologies. After $4 billion of investment between acquisitions and R&D over the past three years, Adobe used this year’s Summit to introduce the Marketing Cloud, five major solution areas–Social, Media Optimizer, Analytics, Target, Experience Manager–geared toward making marketers more data-driven, customer-centric, and digital.
After presenting 27 somewhat-integrated products at last year’s Summit, Adobe’s vision is coming into focus. It is clear that Adobe is aiming to be a strong competitor in the enterprise marketing technology space, especially as it relates to digital marketing. Here are four takeaways about Adobe’s direction, the marketing technology space, and the evolution of digital marketing derived from developments at its Summit conference.
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May 4, 2012
With a plethora of content sources and expanding number of media channels to choose from, consumers have their pick of where and how to get their information. While print is generally expected to come at a cost, the Internet has opened up the number of digital sources for information, often at no cost and varying quality, competing with traditional media brands and their content.Â The increase in number of sources also drives an increase in competition for ad-sponsorship, leading to a recent rise in Â paywall or digital subscription models. As a result, advertisers, publishers, media brand owners, and content creators of all sizes are looking beyond their traditional business models to find new ways to monetize their content. Read more »
Apr 21, 2011
Last summer I wrote a blog suggesting the publishing industry may soon reach a tipping point – a point at which the industry accelerates towards a digital business model and away from a print-based model. Recent financial results from Amazon.com, Gannett, The New York Times, and Apple provide further evidence that the industry is closer to that point.
You probably recall last summerÂ Amazon.com announced for the first time it was sellingÂ more Kindle and e-books than hardcover books. In its full year 2010 financial results Amazon.com disclosed some other amazing statistics: Read more »
Apr 14, 2011
Earlier this month I/O Data Centers opened their latest modular data center facility at the former site of the New York Times printing plant in Edison, NJ. Apparently printing plants and paper mills have many characteristics that are desired for mega-sized data centers being constructed around the world. How ironic.
The New York Times Co. originally opened the state-of-the-art printing plant in 1992, less than one year after Tim Berners-Lee posted a short summary of the World Wide Web project he had been working on at CERN. Noted Berners-Lee in his post, “The WWW project merges the techniques of information retrieval and hypertext to make an easy but powerful global information system.”
Fast forward 16 years and the publisher announced it was shutting down the facility, reducing the size of the paper by one and a half inches and consolidating production operations at its College Point facility in Queens New York. Read more »
Sep 27, 2010
The other day I got a briefing from a company called Visual Magnetics, which has developed a magnetic coating that it can apply to a wide variety of substrates. When used with the company’s “InvisiLock” system, the graphics printed on Visual Magnetics MagnaMedia can quickly and easily be replaced in part or in whole. There are quite a few advantages to this system but the biggest ones are in the levels of compliance reached by retailers who want to change advertising messages quickly. Read more »
Jul 20, 2010
There were several interesting announcements in the publishing industry yesterday that have me thinking deeply about the future of print and digital content.
In the book industry, Amazon.com announced some startling figures related to its Kindle and e-book sales.
- Amazon.com is now selling more e-books than hardcover books. Over the past three months, for every 100 hardcover books Amazon.com has sold, it has sold 143 Kindle books. (The ratio is 100 to 180 over the last month!) These figures are across Amazon.com’s entire U.S. book business and include sales of hardcover books where there is no Kindle edition. Free Kindle books are excluded and if included would make the number even higher.
- Amazon sold more than 3x as many Kindle books in the first half of 2010 as in the first half of 2009. During this period Amazon lowered the price of the Kindle to $189 from $259 (27% reduction).
- The Association of American Publishers’ latest data reports that e-book sales grew 207% year-to-date through May. Kindle book sales through May exceeded that growth rate.
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