Marketers today are asked to move quickly in an environment where consumers and technology seem to transform overnight. To stay ahead, they not only need to understand the changes, but really embrace them. The fast moving trends, shifting cultural norms, and polarization of America cannot be ignored.
Our 2018 Executive Roundtable series will equip companies to capitalize on changes impacting the fastest-growing consumers: Hispanic, African American, Asian, millennial and gen-z.
Session 1: Collage Group 360˚
By examining macro trends, from tribalism to conscious consumption, alongside shifting values – we uncover a new understanding of who consumers are today. We’ll break through prevailing myths around their motivations, preferences, and values.
Presenting robust portraits of these valuable consumers will equip marketers to tailor their messaging and campaigns more effectively. The 360˚ study powered by latent class analysis will examine the core underlying values that shape Americans in 2018.
Session 2: Increase Ad Effectiveness in a Diverse America
Building off our previous work at genYZ on Breaking through the Clutter, we will reveal the advertising enablers that drive success with the U.S. multicultural population.
Based on our 360˚ work, we will explore the impact of cultural advertising in powering engagement across the total market. Using a novel dataset combining video implicit emotion tracking, sentiment data, survey data, and a proprietary ad taxonomy, we will use a machine learning approach to decipher the elements that drive ad effectiveness.
Learn how everything from casting to tone to music are received by different races, ethnicities and generations. Identify the tactical and creative decisions your brand can make to maximize the power of culture.