Dear ROGER,

Welcome to the April 2024 issue of Key Notes - Marketing Keys' monthly newsletter! As the sound of the crack of a bat becomes more in play, we hope your business has been a big hit so far this year! Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

In a world obsessed with youth culture, marketers often find themselves drawn to the allure of Generation Z. With their tech-savviness and trendsetting capabilities, Gen Z has become the focal point of many marketing campaigns. However, in the pursuit of capturing the attention of this demographic, are marketers inadvertently neglecting a valuable and influential consumer base—the over 50s?

While targeting the younger demographic is crucial, it's equally important not to neglect the older generations. Despite stereotypes, many over 50s are active consumers with significant purchasing power and a desire for products and services that resonate with them. Ageism in marketing is a prevalent issue that often leads to the exclusion of older consumers. By perpetuating stereotypes and focusing solely on youth-oriented campaigns, marketers risk alienating a valuable and loyal demographic.

Effective marketing strategies acknowledge the diverse needs and preferences of consumers of all ages. While younger demographics may respond well to cutting-edge technology and trends, older consumers value authenticity, reliability, and relevance. By tailoring campaigns to resonate with these values, marketers can effectively engage with older demographics and foster brand loyalty.

As marketers, it's essential to recognize the value of consumers across all age groups and tailor our strategies accordingly. While targeting younger demographics may seem like the obvious choice, neglecting older consumers is a missed opportunity.

Is your business excluding the all important 50+ consumer through your campaigns and media strategies?

Did you happen to catch Caitlin Clark's performance the other night against LSU? Judging by the ratings, there is a really good chance that you did.

In the world of sports, there's a seismic shift happening—one that's rewriting the rules and breaking barriers. Women's sports are experiencing an unprecedented surge in popularity and support, marking a significant turning point in both the cultural and sporting landscape.

In London, history was made when the Arsenal Women’s Football Club sold out Emirates Stadium against Chelsea —a groundbreaking moment for women's soccer. Across the pond in the United States, the U.S. Women's National Soccer Team sold out Snapdragon Stadium in San Diego.

Basketball and volleyball are also experiencing a surge in support. The University of Iowa women’s basketball team, led by the phenomenal Caitlin Clark that we just referenced, has seen every single one of its games—home and away—sell out. Meanwhile, a women’s volleyball match in Nebraska saw a record attendance of 92,003 fans—the largest crowd ever to witness a women's sporting event in the United States.

This surge in women's sports viewership and engagement isn't merely a passing trend; it signifies a profound and lasting transformation in our cultural landscape. It presents an extraordinary opportunity for marketers to connect with audiences in meaningful ways, acknowledging and celebrating the achievements of women athletes and the evolving dynamics of sports fandom.

In the ever-evolving landscape of social media, Gen Z has been on a journey of exploration, especially heightened during the pandemic and quarantine era. However, amidst this exploration, a notable phenomenon has emerged – social media fatigue. Gen Z has grown weary of the relentless pressure to perform and be watched on platforms like Instagram, and many of them are seeking refuge in spaces that offer a sense of anonymity.

Platforms such as TikTok, Twitter, Reddit, and Tumblr have become havens, where Gen Z can connect with niche communities and share experiences without the burden of their real identities. This shift towards anonymity has not only provided comfort to Gen Z but has also become the preferred mode of online presence for Gen Alpha.

The rise of anonymity heralds an “anon” era, diverging from Instagram’s prevalent personal branding and influencer culture. As the influencer economy dominates, many retreat into the shadows, privatizing profiles and interacting with content sparingly. But should brands abandon Instagram? Not entirely. With 1.4 billion monthly active users, it remains a vital space for engaging Gen Z. However, authenticity and genuine connection are paramount.

Gone are the days of generic Canva templates saturating feeds; Gen Z craves relatable content featuring real people, not models. Brands must move away from overt product placement, showcasing products in action and aligning with Gen Z values. Authenticity reigns supreme, paving the way for meaningful connections in the digital age.

TikTok stands out as a powerhouse in the social media realm, offering brands unprecedented opportunities to engage with diverse audiences. However, recent developments have raised concerns among marketers about the platform's future. How can brands weather the TikTok storm and continue to leverage its potential effectively? Here are a few key insights:

1. While TikTok remains a valuable platform for brand engagement, it's essential for businesses to diversify their social media presence. Investing in multiple platforms can mitigate risks associated with any single platform's instability.

2. Embrace marketing diversification by nurturing your owned channels such as your website, email, and app. These channels offer enhanced control and independence, reducing reliance on external platforms and mitigating regulatory risks. However, this approach requires careful attention to data practices. Prioritize transparency and accountability in data handling to address consumer concerns about privacy. By fostering trust through clear communication about data collection and usage, brands can stand out amidst digital competition.

3. It's crucial to stay updated on regulatory changes and industry trends to make informed decisions about your marketing strategy. By staying ahead of developments, you can adapt strategies and allocate resources effectively. Diversifying your brand's presence across platforms and technologies ensures resilience in a rapidly changing landscape, preventing potential pitfalls associated with narrow focus.

In a recent report , the U.S. advertising industry anticipates a more robust growth trajectory for the upcoming quarter and year. This optimism is fueled by improved economic conditions and revised forecasts, indicating a brighter outlook than previously expected.

The latest projections indicate a 5.6% growth for the industry in 2024, surpassing the earlier forecast of 5.2% annual growth. Moreover, the first-quarter revenue is expected to surge by 8%, a notable uptick from the previous estimate of 7% growth.

It's worth noting that these projections exclude political advertising, a sector that's also experiencing significant expansion. Projections foresee political ad spending reaching $15.5 billion across various media channels in 2024, marking a considerable increase from $14.1 billion recorded in 2020. Notably, this estimate is lower than the initial projection of $17 billion for political ad spending in 2024, indicating a more conservative outlook.

The industry's upward trajectory reflects a resilient response to evolving economic landscapes and consumer behaviors. As businesses navigate through uncertainties, strategic advertising investments become pivotal in driving growth and maintaining competitive advantages.

Here is a recent highlight from Marketing Keys' blog page. Please start following our blogs and let us know what you think.

How AI is changing the marketing landscape

Get the latest insight here!

Whether you've been at your marketing position for 1 year or for 20 years, the pressure to produce and come up with the right strategies to reach your target audience is always there.

Did you hear that the average consumer today is exposed to 10,000 plus promotional messages a day?

Recently, Google put out a study that determined to even exist in a consumer’s mind, a brand needs to make

22 impressions a month digitally with that consumer. Therefore, you really need to make sure you have enough

frequency with your campaigns to get through the clutter in your target’s mind.

It is also critical to reach your customer on multiple platforms. This is how they are spending their media day. Therefore, it is critical that your messaging gets targeted and delivered in multiple online and offline ways.

As a 12 year former Disney executive and 30+ years in the business, I have discovered the best ways on how brands can cut through the clutter to reach their target.

By teaming up with us, we make the process enjoyable with minimal stress.

Furthermore, we will listen to you and always be committed to you. We strive to run our business with passion and humility all with the utmost integrity.

We look forward to empowering you to do your best work.

Until next month,

Roger Keys

Founder and CEO

Marketing Keys

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