You Don’t Know Your Audience Anymore
Do you pride yourself on knowing the attitudinal and aspirational nuances of your core audiences? Do you work hard to memorize media consumption behaviors of your segments? Unless your data is recent, it’s time to aggressively unlearn the anecdotal understandings we’ve cultivated to date, because nothing is the same.
We’re in a liminal space. The word liminal comes from the Latin word ‘limen’, meaning threshold – any point or place of entering or beginning. A liminal space is the time between the ‘what was’ and the ‘next.’ It is a place of transition, a season of waiting, and not knowing. [Source]. While we’re busy “not knowing,” existing betwixt and between two totally different realities, how would your brand experiences change if you obsessively prioritized your audience’s CURRENT concerns? The food and retail industries are in the thick of this now. Curbside pickup, contactless dining, selling food prep kits. There’s no time like the present to test and learn.
Do you remember the week Netflix launched? The week Amazon launched? TikTok? Well, I actually do remember the week TikTok launched because I couldn’t escape the Facebook ads (yeah, they originally fished for TikTokers on Facebook). Launches are cotillions for brands. The ole razzle dazzle, the best foot forward. But, what can you do when a pandemic tries to steal your thunder?
Offline fan fare has all but disappeared. A robust digital roll out is only part of the solution though. We don’t recall the week Netflix launched, but you may recall when you became aware of their disruption to the market. Netflix, Amazon and TikTok committed to optimizing proactive and customized touches. How are you leveraging data to ensure your brand becomes increasingly intuitive?
Facebook Boycott & Lasting Allyship
Vladimir Levin, a Russian activist and political theorist famously said: “There are decades where nothing happens, and there are weeks where decades happen.”
This is one of those weeks. Public pressure has pushed companies to take a public stand. Microsoft, Ford, Pepsi and hundreds more have joined civil rights groups including Color for Change and the NAACP to launch the #StopHateForProfit boycott of Facebook/Instagram this July. The boycott takes a stand against the behemoth’s failure to deal with hate speech and misinformation on its platform. [Source]
No matter your brand’s choice on whether or not to join the boycott, it’s equally important to decide how your brand shows up to actively combat hate and misinformation. And, what does that commitment look like in August when the boycott is over? What does lasting allyship look like, well after the hashtags stop trending? Now is a great time to make your brand’s position crystal clear.
According to my calendar, we’ve been surviving this new normal for about 4 months now. I hope you take the time to enjoy a happy 4th of July! <3
by Nicky Battle
Senior Vice President, Engagement Strategy