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eLearning > Marketing > Marketing in the Crisis of Authenticity > Module 3 / 4

Marketing Through Instant Gratification

Instructor: Gil Haddi
Brand Authenticity
Download the Brand Authenticity Trend Report
Today’s consumers have shorter attention spans than ever before, so if your message doesn’t give them the instant gratification they’ve come to expect from brands, you’re going to get skipped. Gen Z, which accounts for 40% of all consumers, also comprises the majority of the Skip Generation, known for flipping past video content without a second thought. Paying for non-skippable content is not the answer, as this only serves to break consumer trust and interest.

Instead, this module focuses on the 5 key tactics in every marketer’s toolbox that will help stop the Skip Generation from skipping over you. These are 5 tactics already in your arsenal that will give you a leg up in creating brand appeal within today’s internet culture and fulfill the growing desire for instant gratification.
Related Trend Report: Brand Authenticity
Workshop Question:
If you had to distill your brand story or persona into 6 seconds, what would the most interesting part of your message be?
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Featured Insights
Promotional 8-Bit
Brands launch 8-bit games that highlight particular features or programs
Trend - A number of brands have recently launched interactive campaigns in the form of 8-bit video games that serve to educate individuals on brand developments and leave a lasting impression. The use of 8-bit games as promotional content can be seen across a number of industries including grocery stores, hotels, and TV series.
Workshop Question - What retro tech experiences can you co-opt in order to create a memorable interactive campaign?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Mockery
Brands poke fun at their rivals in bolder, call-out strategies
Trend - Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. These examples speak to the evolution of brand identities and willingness to take risks when it comes to consumer communication and messaging in the public space.
Workshop Question - What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rewarded Action
Brands are requiring customers to participate in tasks before they are rewarded
Trend - Brands are encouraging consumers to participate in various tasks and experience before they are granted access to the products and services being featured. This type of action diverts the consumer's attention from being "sold to," to being interacted with. Furthermore, it highlights a shift toward the "attention economy," wherein experience is as valuable as money.
Workshop Question - How could your brand better utilize the attention economy?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
ASMR Campaigning
The popularity of ASMR has resulted in its adoption into brands' campaigns
Trend - The popularity of 'autonomous sensory meridian response" (or ASMR) on social media has remained pervasive, and brands are taking note of the consumer interest in such videos by creating ads that mimic the same sensorial responses. Incorporating ASMR into commercials allows for brands to connect with what's now familiar to consumers, but via unlikely platforms that have a history of "playing it safe."
Workshop Question - Conceptualize an ASMR-based commercial for one of your products/services.
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Cookbook
Brands both within and outside the food industry release their own cookbooks
Implications - The interactive nature of the cookbook has led to companies branching out and releasing their own, all of which are based on the products they already offer. This distinct marketing tactic allows for brands to showcase the diversity of their product range, while offering consumers a collector's item that keeps the brand top of mind.
Workshop Question - Conceptualize an interactive book that your brand could use as a promotional tool.
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Quest
Revamped scavenger hunts let consumers participate in immersive brand adventures
Implications - Consumers desiring out-of-home experiences turn to brand-made games like scavenger hunts to connect more deeply with companies. Including up-leveled scavenger hunts to find physical objects, or augmented reality-based app games, consumers are reliving nostalgic games from their childhood in a modern setting. This unique marketing strategy can play an effective role in a brand’s overall image and engage consumers for extended periods of time.
Workshop Question - How can your brand play a role in your consumer's leisure and play time?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Episodic Campaign
Video ads create dramatic narratives to engage consumers
Implications - Utilizing the drama, intrigue and plot techniques often associated with feature films and binge-worthy TV shows, commercials are ramping up production value to capture the hearts and minds of consumers. By engaging consumer's emotions and piquing their curiosity, advertisers are generating excitement around featured brands through association, keeping intrigued consumers coming back for more. Episodic style marketing also serves to present products and brands more organically to the consumer, mimicking the method of casual product placement.
Workshop Question - What larger narrative could you create around your brand and offerings?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fast Food Luxury
The fast food industry opens itself to opportunities in the luxury market
Trend - Brands in the fast-food space are entering the luxury market (or vice versa) in a way that allows for crossover appeal for varying demographics. Whether in food items or in experimentation with new business models, this shift reveals how brands can collaborate with unlikely industries in order to maximize their appeal.
Workshop Question - Consider an industry that in some ways, is the antithesis of yours. How could your company expand into that space?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamified Cosmetic
Cosmetic brands adopt gamification into their campaigns to boost engagement
Implications - The adoption of gamification in the application and/or selling of makeup is increasingly common as cosmetic brands seek to engage consumers in an oversaturated market. The adoption of gamified ads, pop-ups and apps in the cosmetic industry caters to consumers seeking brand experiences, rather than only the products or services being offered.
Workshop Question - Consider an aspect of your product/service that your brand could gamify.
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends