The new creative director
"The human brain can process an image in as little as 0.13 milliseconds".
In this day and age, catching someone's already divided attention is becoming harder and harder, and this panel discussion explored how data is helping make an impression in a scrolling and swiping world, a world where "51% of Generation Z say: social media is less relevant to them and their lives". Stephanie Guiterrez of Art Machine, Michele Beno from Viceland, Casey Brickner from Tailer Park and Director of Insights Melanie Shreffler from The Cassandra Report all spoke of what working with data has taught them about producing content.
Demographics and interest data
When we think of a targeted campaign, the first point of data easily associated is demographics. This type of data has traditionally played a huge role in who and how we target our audiences. But the times, they are a-changing. With more personal data on offer, Millennials and Gen. Z have created a demand for marketers to think more interest data.
"Demographics are becoming less and less relevant"
The transitions in life are becoming more and more blurred as people continue to reject the notion that getting older means you have to fulfil an antiquated idea of "settling down". Modern families are still heading out and indulging in avocado on toast, tequilas at the bar (without the kids) and trips to Mykonos. Not only that, we are more transient than ever. The rise of dynamic work spaces has seen us working from home, and remote work become increasingly more common.
Furthermore, the idea of gender is starting to be discussed in a much broader, more inclusive and less restrictive way. People are happy to not define themselves in accordance with their gender from birth.
In order for a message to resonate, interest data has become the real catalyst for effective marketing. This data is all about diving deeper into who people are, based on what they like or dislike, and then personalising the content for them using this information. That said, knowing what interests someone isn't enough.
"A number is still just a number. It's how we interpret it that will make it possible to capitalise on it... knowing about data doesn't mean anything"
Behaviour data
Smart phones have changed the way we mentally digest information. We have developed patterns and cognitive biases that marketeers are having to adapt to, and think how we display and promote our content.
"59% of Millennials and Gen. Z alike find it too annoying to turn their phone horizontal to view content".
"35% have their phone locked in portrait mode all of the time".
"Vertical ads have a 9x more completion rate than horizontal or even square ads".
Real-time adaption
Data has also provided the opportunity for proper real-time A/B testing of content and its successful or failed outcomes. Further, technology has allowed content to be changed at any time and updated within seconds to amplify the more successful creative outputs. One example that Brickner cited was the #MeToo trend and its interesting effect on promotional content for movies. If actors were accused of misconduct after certain collateral for blockbuster movies had been released, the content for the movie had to be easily edited to remove promotional work which featured those actors prominently.
Listen to the full talk below