Every marketing and advertising person has faced the question from an account. "How do I reach the next generation of my customers?"
It is an ever moving target. Finding that next wave of customers is often elusive, no matter how much money you throw at it for marketing and advertising. And with the latest release from Google, "It's Lit -- a guide to what teens think is cool" advertising agencies and brands are scrambling to figure out what they did right.
Or wrong.
Most brands are still trying to completely figure out Millennials. Generation Z, teenagers about to be unleashed on the marketplace, are pure digital consumers; and pure mobile platform consumers too. That is very evident on the chart of brands graded in this survey of 1,100 teens between 13-17 years old.
The three coolest brands were all online products:
1. YouTube
2. Netflix
3. Google
It is easy to focus at the very top or the very bottom of this 'coolness chart'; the three least cool brands were the Wall Street Journal, Whatsapp and Vice. I think it interesting to see how like brands stack up against each other in some of the high dollar advertising groups like cellphones, cellphone providers and soft drinks.
For all of these brands and categories, awareness was very high for them all. But the coolness showed the differences between the perception of brands and no doubt a likely indicator of future success.
What is the coolest cellphone? I would have guessed Samsung, but actually Apple was the winner.
1. Apple
2. Samsung
3. Android
Cellphone companies are dropping more than the proverbial mic in their commercials. They are spending millions of marketing dollars. But who's winning the war with the next generation? They are more aware of AT & T, but Verizon is cooler. Sprint is a distant third.
Pepsi vs. Coke is a marketing war that dates back pre WW II. For the Generation Z consumer, it is close but Coke is the winner.
The report is a fun read. Frankly, it is more entertaining that it is anything else. The biggest thing the survey confirmed for me was that I'm out of touch with a Generation Z consumer. Not surprising, is it?
But realizing you don't know is the first step. Marketing and advertising people have to admit they don't know, instead of trying to force down their outdated recommendations on the business paying for the media. That goes for any block of consumers you're trying to market your message.
Do the research, tell the story through creative messaging that will reach the targeted consumer and resonate with them.
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