Generation Z is a highly diverse, social generation who have grown up in the digital age. While there is no consensus on their exact demographic, they range in age from teens to early twenties and are often referred to as digital natives. Generation Z, which already comprises a full 25.9 % of all Americans, eclipsing even the Boomers, has already been coined the most disruptive generation in modern history. Instead of waiting for ideas to filter through the generations that came before, Generation Z-ers are tastemakers — often before they’re out of elementary school. Social media has demolished all barriers to communicating about brands and products. If you can write, you can share, and Generation Z is all about sharing. To this end, brands must talk the talk. Every message must be authentic and engaging with consistent content created […]
Experts are heralding the Internet of Things (IoT) computing phase as the next industrial revolution, estimating 50 billion connected devices and IoT solutions reaching $7.1 trillion by 2020. As well, many businesses are also beginning to realize that IoT is not just a buzzword. Rather, it’s an opportunity that is driving the next wave of innovation.
Little wonder why companies including Nest, Bosch, and Philips are already planning to tap into this promising industry. The realm of IoT is much broader and encompasses a new world of services made possible by always-on connectivity. What’s more, IoT holds the potential to dramatically change the way we do business and market consumer goods. So how do you make the most of the emerging world of IoT?
- Achieve revenue growth with smarter marketing: Looking only at the surface, hardware is […]
When it comes to the mobile shift, health-focused web sites are hardly immune to the trend of more traffic coming from devices. Mobile traffic to sites such as Sharecare, WebMD, Everyday Health and Health Grades, collectively, increased to 81 million from 59.6 million from a year earlier. This uptick in mobile usage suggests two things: an increased reliance on managing one’s health issues on-the-go, and an increased preference in tablet or mobile device usage.
For pharma companies, here’s why that means making mobile more of a focus in marketing and content strategies is important:
- Mobile apps are not a passing fad. The use of mobile apps in medicine is steadily and rapidly growing. In a recent study, mobile health technologies are becoming central to healthcare. Drivers of the new market include consumer adoption, clinical adoption, evidence of efficacy, costs of deployment, […]
Beware… those of you who are card-carrying members of the geek elite; the makers of wearable technology are turning to the fashion community for help. But in some sense, wearable tech is already fashionable, as it has over taken the world. Technology companies see wearables as an important area of growth beyond smartphones and tablets, and many are slowly realizing that if they expect people to wear those devices, they must focus as much on form as function.
“The fashion industry says quite vocally that some wearables are ugly, they’d never carry them in their stores,” Sandra Lopez, director of marketing strategy, Intel New Devices Group, said. “We know that we don’t know how to design beautiful things people want to wear.”
Today, clothing designers are increasingly embracing this trend and creating striking fashion-forward pieces that are melding fashion and technology one stitch […]
Traditionally, marketing has been seen as a “proactive” activity where marketing activities “create” a brand and “create” demand. That’s beginning to turn upside down now that customers play a far more visible and powerful role in how brands are perceived. Today’s marketer needs to stay on top of trends and technology; they need to know how social media, search, video, conversions and analytics work in the marketing mix. These days, a marketer must possess the technical know-how to drive adoption of technologies that improve customer interactions, increase revenue, optimize pricing, build brands and expand awareness.
Keep your eye on these “I’s” to stay fresh:
- Be an Instigator: Instigators are drivers of actions and conversations. Marketers need to challenge the status quo, bringing the voice of customer to the table and using an external vantage point to see what may not be apparent to others in […]
No question about it: The role of the chief marketing officer has dramatically changed over the past few years. On one front, the digital marketing landscape is taking over and on the other is a growing corporate accountability and shift toward the age of the customer. Layer in management, staffing, planning, and, of course, the business of creativity itself, the makeup of a modern CMO resembles more of a Renaissance man than any character from Mad Men.
“The 21st-century CMO faces an explosively expanding range of options from which to branch out in new directions,” explains Dick Patton, global marketing officer at Egon Zehnder. How this evolution is accepted and understood will largely determine whether today’s CMO will succeed in shaping company success or be relegated to merely owning branding and communications.
Here’s a breakdown of the skills and traits affected by the […]