A recent summit organized by Variety, supported by Deloitte, brought together leading marketing professionals from the film, television, gaming, and fashion sectors. The event featured discussions on how to engage existing fan bases, appeal to younger audiences, and redefine creator-brand relationships.
One of the key themes was rethinking traditional approaches to audience engagement. Darren Abbott, Hallmark's chief brand officer, emphasized shifting away from demographic targeting. He suggested focusing instead on psychographics, advocating for understanding individuals who value connection and contributing positively to the world. This approach transcends age barriers and fosters authentic connections with consumers.
Another significant topic was expanding the scope of consumer interaction. Gayle Troberman from iHeartMedia highlighted the mistake of over-targeting specific groups, which can lead to irrelevance. Instead, marketers should broaden their reach to diverse audiences. Meanwhile, Allison Levin of NBCUniversal discussed the success of BravoCon, an event that deeply resonates with fans and attracts partnerships beyond traditional fashion and beauty brands.
In the realm of digital media, gaming creators are reshaping marketing landscapes. Executives from Havas Play noted that these creators wield substantial purchasing influence and career autonomy. Their expertise in platforms like TikTok and Instagram makes them valuable partners for brands seeking authentic interactions with younger demographics.
Looking ahead, embracing artificial intelligence emerged as a critical strategy for marketing success. Jenn Lockhart from Teads stressed the importance of leadership adopting AI tools to enhance efficiency and strategy development. Additionally, integrating Gen Z voices into corporate strategies was highlighted as essential for reaching this influential consumer group.
The summit underscored the significance of evolving marketing techniques to connect with modern audiences. By prioritizing genuine interactions, leveraging technology, and involving younger generations in strategic planning, industries can foster enduring relationships with their consumers. These insights pave the way for innovative approaches that resonate across diverse demographics, ultimately driving business growth and cultural impact.