Hey. Hi. This is my blog for a Masters degree course I’m in the middle of. I’m midway through the Web Design and Online Communications program from the University of Florida, and one of the courses this semester is one dealing with research methods. I will be posting about the reading here.
The first reading, here, is regarding the purchasing power and advertising to Millennials. Defined as being born between 1981 and 200, these people (disclaimer: myself as well) seem to be familiar with the internet, spend $170 Billion a year, and are harder to sell with traditional advertising. This isn’t really a shock for me, being one of them, I don’t really reply to traditional advertising the same way as my parents, I’m more wary of pop-ups and banner ads than my grandmother (spent 15 hours cleaning her computer of viruses once, never again), and I just tend to not watch as much live TV anymore.
This was reflected by the survey, most millennial’s tend to not be as affected by television ads, despite remembering them better, we tend to be less interested in traditional ad campaigns, yet when we do connect with a product, we tend to be much more involved. I feel like they really didn’t need a survey to figure all that out, and for me, the culture as to why this exists is infinitely more exciting than it existing at all. Millennials tend to be more involved with shorter videos, clips, and memes that don’t translate well from traditional advertising, and it’s no surprise that successful ad campaigns recently have used that (see Old Spice, Dos Equis, State Farm’s Mayhem).
But this is really focusing on the obvious and less on the more specific issue: ease. Millennials don’t want to read Moby Dick, they want to watch a gritty HBO reboot in a three hour miniseries. The phrase “tl;dnr” exists for a reason. We hate the effort. I want to know if advertising that makes things easy has worked. Not the “Easy button” from Staples, but things like Amazon’s “one click” purchasing. I can find a book, and push one icon, and know it will ship to me within a week. Insanely easy. Where is that in this survey? Does that affect the advertising?
The second part of the reading was found here. This is a site designed to find and rank the familiarity of celebrities, ideas, names, to people in specific demographics. Used to develop an idea of the popularity of your brand, this site seems like it would be invaluable to a marketing director trying to justify a raise, or an external marketing company trying to justify a contract. Knowledge like this is crucial to managing an account, but I’m curious as to the level of detail.
Sure, Chuck Norris might be insanely popular because of the Chuck Norris facts, but what about his beliefs on politics that make it out into the public a lot and may or may not hurt is brand? That level of breakdown seems to be lost here, but would also be incredibly difficult to figure out these days. Given how fast information travels and brands lose/gain esteem, how would someone go about accurately tracking that? Chick-Fi-A might have been innately popular for chicken sandwiches a month ago, but now they’ve gotten…entangled in something completely unrelated to waffle fries. That turn of events happened in the span of a few hours, keeping a running tally on all brands like that would be inconceivably difficult.