MARKETING COMMUNICATION DIGEST

Since last week’s article on Conversational Marketing was published, I’ve had requests from people wanting to know how they could best use this marketing communication tool. Today, we discuss more on one app that is making waves facilitating engagement with consumers. More than 1.4 billion people used a chat app in 2015, according to eMarketer . By 2020, according to the Ericsson Mobility Report, there'll be 6 billion smartphone users in the world. These are huge numbers, and the smart brands, marketers and advertisers don’t want to be left out of the party. The Internet is changing, and chat is at the centre of it. Chat apps like Kik offer brands and developers the opportunity to reach consumers in a more intimate and direct environment, where consumers choose who they want to engage with. Kik has more than 300 million registered users. On top of a chat experience that has seen young consumers spending average 35 minutes every session in the app. Kik now hosts bots...

A brand new world, the rise of Millennials There’s one recurring obsession that keeps haunting almost every marketing and ad agency executive. It’s in nearly every Powerpoint deck and on every marketer’s mind… Millennials: that so documented and ubiquitous M Word! For many years, most marketers (and their agencies) relied on the same old recipe. Write a tagline. Make a TV spot. And plaster it everywhere you can, all in the name of “Integrated Marketing”. Brand awareness and reach were the only metrics that mattered. Problem is, the recipe started to turn sour. It wouldn’t stick anymore, especially with new demographics: The Young People (which we decided to call “Millennials” to make them even more mysterious and fascinating). Combined with the digital revolution, the rise of Millennials has become hell of a puzzle that many CEOs are still struggling to solve. As a result, Chief Marketing Officers are losing their jobs as sacrificial lambs for this corporate gap and thei...