Generation Z, the post-Millennial group of digital natives born after 1997 who have an insatiable desire for instant gratification and personalization in all aspects of their lives, is arguably the most unique generation to come. Advertising to the emerging Gen Z consumer is both as challenging and simple as it has ever been, which is an oxymoron in itself. But it perhaps explains the complexity of this 32% of the global population, which is edging out Millennials. Before we get into methods for marketing to Gen Z, it’s important to understand who this generation is and the qualities that make them unique. Generation Z has never lived in a world without the web. The Internet has always existed for Gen Z; though it has evolved into an entire entity in the last decade or so, life without an online presence is but a vague and distant memory to them. In
On September 20th Hawthorne Direct was named a 2019 Bronze Award Winner for the Stevie® Awards for Great Employers , recognizing the world’s best companies to work for. Stevie Award judges include many of the world’s most respected executives, entrepreneurs, innovators, and business educators. More than 1,000 professionals worldwide participate in the Stevie Award judging process each year. According to one judge, “Hawthorne clearly has created an ideal formula for delivering success for its clients based on the company’s success and the many accolades they’ve secured. I liked how they highlighted in this submission, their priority to dedicate efforts to employee happiness and satisfaction, combined with charity and community efforts.” This is the third Stevie honor Hawthorne has received. CEO Jessica Hawthorne-Castro is a 2018 Bronze Award winner in both the “Young Female Entrepreneur of the Year” and “Woman of the Year – Advertising, Marketing & Public Relations” categories.
Videos are a common form of content these days, with “explainer” videos being particularly popular. While many of us like to think that it’s a piece of cake to create good video content, it’s just not that easy. Thought and planning need to go into explainer videos in order to make them most effective and to reach the right audience. So, when you’re getting ready to plan out your next explainer video, look to this list of things to remember from 14 Forbes Agency Council experts. 1. Follow Monroe’s Sequence Explainer videos seek to teach and motivate. Monroe’s motivated sequence provides a simple structure for the video. Open by gaining attention and reassure viewers by stating your purpose. Next, connect with the audience by identifying the need for the solution you’re about to show. Then, demonstrate the solution. Finally, close by visualizing the benefits, not the features, the solution offers.
From the Los Angeles Times: August 11, 2019 Jessica Hawthorne-Castro, 40, is chairwoman and chief executive of Hawthorne Direct, an 85-employee advertising agency that uses “neuromarketing” to generate a stronger and quicker response from consumers. This year, Hawthorne-Castro was the winner in the transformational leader category of the EY Entrepreneur of the Year Awards of Greater Los Angeles. Hawthorne Direct’s clients include Apple, Nissan, Spectrum Business, Children’s Hospital of Los Angeles and the U.S. Navy. Rocket science Marketers have always tried to tap into consumers’ subconscious, Hawthorne-Castro said, but her company uses neuroscience to enhance campaigns so that they are more likely to resonate with the audience and employs detailed analytics to measure what is working. “Neuroscience aims to go beyond figuring out what people want or like and dives into the underlying forces that shape consumer decision making,” Hawthorne-Castro said. For instance, she said, neuroscience explains that testimonials work
AR and VR aren’t just for tech industries anymore. This technology is branching out into other sectors, so the impact of VR and AR will be widespread. Within the agency and marketing industries, there are many ways that this tech could be and is being used. Some ideas may be further off than others, but it’s a good idea to keep up with the potential and current trends. We’ve asked 11 experts from Forbes Agency Council to share the top impacts of VR and AR that they have seen or think they will see within the agency and marketing sectors. See what they have to say here. 1. Impact In Selling Experiences Marketing professionals have to be on the cutting edge of tech innovations in order to spot opportunities for their clients. AR and VR can make a big difference for businesses that sell experiences. Whether it’s a hotel, an