This Week in Marketing...
Kristin Gallucci
Brand-led Growth Marketer & Strategist | 2x LinkedIn Top Voice | Principal Marketing Lead @ Cognizant (ex Adobe) | Career Mentor
Welcome to the 15th edition of The Modern Marketer. SUBSCRIBE to keep receiving notifications and share/save/send if you find the information insightful. Let's connect, leave a comment below or send me a message and we'll take this offline.
Stay Social, MM
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I'm back! It's been a whirlwind few months – a new role (see post ) and some other unexpected challenges so I had to take a hiatus from Modern Marketer, but I'm excited to be back and continue to share what's new and exciting in the world of marketing.
For the following few issues, I will be highlighting some key learnings from 2021. Share in the comments – what were your key learnings?
16,790
This is how many days we've got from becoming an adult to reaching retirement.
Put that way, it doesn't seem long, and if there's one thing the pandemic highlighted, it's that time is too short and fragile to be wasted. Cliché or not, we're increasingly seeing this thinking manifested in consumer attitudes and their view of their employers and workplace.
The pandemic altered not just how we worked but also why we worked. People are becoming increasingly concerned about how to make those 16,790 days worthwhile. Every company looking to acquire and retain the best talent should make this a top priority next year.
The "Great Resignation," whereby a record number of employees leave their jobs post-pandemic, doesn't just have implications for employers. The changes in attitudes we're seeing should be reflected in future ad campaigns too. For B2C brands and marketers, this is an excellent opportunity to support consumers' pursuit of purpose and rethink the way you connect with your audience. Encouraging consumers to step out of their comfort zone and design campaigns that inspire and nurture a sense of belonging and limitless possibilities will be essential.
With massive shifts in consumer behavior and technological changes, approaches that have previously been successful are not likely to produce the same results in the future.
We have often heard how consumers' attention spans are getting shorter. Statistically, that is not at all what we are seeing. People are constantly online consuming large amounts of content, and the idea that consumers' attention spans are that of a goldfish is a myth. Attention spans are changing, but this isn't because we're getting worse at focusing. Instead, our digital environment makes it harder for us to apply the most effective kinds of attention.
What does this mean for marketers? Focus on high-quality immersive content (and no, it doesn't need to be 8 seconds or less). While you might need to grab attention quickly, consumers are more than willing to consume long-form content (think binge-watching) if the content is relevant and worthy of their time.
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M&M Mars redesigned their candy icons for a "more dynamic and progressive world," according to a spokesperson, but the redesign wasn't quite what you would expect. Changes included new female footwear for the green (from go-go boots to sneakers) and brown (from stilettos to a more modest chunky mid-heel) M&M's and a friendlier relationship between them, and new personality traits: The orange M&M will "embrace his true self, worries and all," and the red M&M will be nicer to the other characters.
Aside from the character shifts, M&M's has made an adjustment to its logo too. Previously shown on a diagonal, the logo is now being set up straight to emphasize the ampersand — a "distinctive element within the M&M's logo that serves to connect the two Ms to demonstrate how the brand aims to bring people together."
A colleague sent this to me with the quote, "this should bring $1 incremental value."
I know the cost and time/effort behind a change like this, and I'm sure it was a massive investment. Let me know if you think it was a worthy investment in the comments.?
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I post regularly on branding, marketing, career tips, social media, and Linkedin. For more on me, check out my profile or visit?kristingallucci.com . I'm also passionate about using social media for good, check out my?TED talk .
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2 年Always learning new concepts and perspectives, Kristin Gallucci Thank you!
Creative Marketing Coordinator | Event Company Owner
2 年A terrifically successful campaign, as everyone's knee-jerk reaction to the changes has spurred enormous free publicity. They didn't change the recipe, so now M&M's, with vapid changes in marketing, has taken a campaign of 'modernizing' their mascots and turned it into a multi-million dollar global campaign that has fostered discussion. Controversy works!
Join the Elite 1% That Rise Above the Noise. ?? Slayer of the Mundane ?? Author of the #1 Amazon bestseller “BRAND INTERVENTION” responsible for $7B in sales
2 年Love the piece, Kristin. I always hear the analogy drinking from a firehose and it fits. There's so much content going around, we pick what seems interesting and ignore the rest.?That's why the method for discovery is so important.
Writer at Questkonconsultancy services and Business Services
2 年Best of luck
Fantastic article Kristin! Thank you for your perspective on The Great Resignation and for communicating - in the most direct and inspiring way - the quantification of the adult time we have on this planet. Carpe Diem!