Warc, 5 June 2014
LOS ANGELES: Using online video to aid discovery and Twitter
to build loyalty are two of six key ways to reach millennials, an executive
from REVOLT, the cable network set up by music mogul Sean "Diddy"
Combs, has argued.
Jake Katz, REVOLT's vp/audience insights and strategy,
discussed this vital – and valuable – group at the Future of Consumer
Intelligence (FOCI) conference, run by the Institute for International
Research.
"This is a consumer group that needs to discover and
not be told," he said. (For more, including results from research with
millennials, read Warc's exclusive report: Sean Combs' REVOLT cable network
lets millennials own programming.)
Online video plays a particularly important role for
millennials who are looking for information. "YouTube is the new
Google," said Katz. "This is a place in a digital space where
consumers are in discovery mode."
Social media has another essential function for marketers,
too: showing that their brands are honest, open and willing to interact.
"The future consumer builds brand loyalty through
Twitter, expecting an honest, two-way dialogue," Katz continued.
Indeed, despite having been made available on both Comcast
and Time Warner Cable, REVOLT began life on YouTube and Twitter. And it remains
convinced that new media is changing the old rules.
"The future consumer is engaged through TV, while
digital provides reach," said Katz. "Digital used to provide the
engagement and TV provided frequency. Those two things are now completely
switched."
His next guideline for connecting with millennials similarly
fed into the need for social expertise, in terms of trying to effectively meet
consumers "in person" and engaging them in real time.
Finally, he advised that standalone campaigns often add to
the existing content overload, and are less desirable then amplifying something
"consumers already are doing" – a goal also helping brands to use
digital more strategically.
Data sourced from Warc
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