Picky About Life

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When Oatmilk Turns Sour...

Oh, Oatly! What are you playing at, aye?

The best tasting alternative milk out there is yet again at the heart of a brand contradiction and angst from consumers as Blackstone take a 10% share of the company. 

To make it easy for people to turn what they eat and drink into personal moments of healthy joy without recklessly taxing the planet's resources in the process.

That’s Oatly’s brand mission...

Everything the company had been doing between 2015 to mid-2020 had been true in adhering to this brand mission.

They were not only cleaning up their brand image (after the 2015 Chinese Resource acquisition), but looking to clean up their planet.

The brand were fast becoming a hot ‘Lifestyle Company’ (thanks to their Ad agency Forsman & Bodenfors) as alternative food consumption and anti-animal sub-cultures such as veganism began to soar in numbers (take a look at Veganuary every year!).

Oatly rode the crest of a big wave to provide a product that tasted so good, it was hard to consider any alternative... including milk!

Naturally, being sued by Swedish Milk gave the brand free PR and awareness, helping it to grow exponentially within its homeland and across Europe.

So much so that in 2018, the Swedish-based company struggled with the demand for Oatly Barista, the coffee connoisseurs version of the drink. 

The supply didn’t match the demand across Europe - their recipe had struck gold, their brand strategy resonated with it’s target audience too well, and they were dominating a market that they’d been pivotal in shaping. 

This lead to a negative environmental impact that the brand needed to change.

 A culture shift internally (shifting manufacturing to the UK to meet demand) lead to redevelopment of their production and logistics process to reduce their impact and increase sustainability. They succeeded in their mission.

Something the brand were uber proud about and shouted loudly about throughout the tail end of 2018, into 2019. 

In 2019, the company’s profits doubled to $200m off the back of the above, putting the brand in a powerful position. Currently worth $2bn.

However, multiple marketing campaigns tackling the ‘don’t drink milk, drink oats’ approach came at a price. The previous Swedish Milk lawsuit and the consumer outrage to Oatly’s latest campaign as the brand tackles the notion that it is packed carbohydrate sugars, being coined the “coke” of alternative milks.

Bear in mind this is a brand that classes its product as ‘healthy’, the Blackstone relationship couldn’t have come at a worse time for the company’s ‘image’. 

MONEY DOESN’T GROW ON OATS

But it does for Oatly. As with any acquisition from an investment company, rumours of an imminent IPO are rife. 

Having contemplated these options with Goldman Sachs, rumours could become reality within the next 12 months as reports begin to suggest the IPO is coming sooner than we think.

So money is more important than brand after all?

There is no such thing as brand values when you have the opportunity to become rich. 

This isn’t the first time the brand was in hot water from an acquisition, either. 

After releasing equity to Chinese Resources in order to tackle the Chinese market, growing market share within a region that was growing in dairy consumption, Oatly saw a backlash from consumers challenging Oatly on why they were targeting a market known for environmental pollution. 

Additionally, with Blackstone being linked to Hidrovias who are believed to be connected the contribution of the Amazon deforestation, consumers are again scratching their heads, trying to understand the thought process by Oatly beyond the obvious financial renumeration.

But remember, Oatly is a brand all about change; forcing cultural shifts where they matter - at the heart of the problem... right?

I’m not saying this is the true message underpinning Oatly’s motives, but it is something they’ve spoken about since the equity release to Blackstone. 

Could it be all along that they have always been true to their word? Highly unlikely, but not entirely untrue. 

The question for consumers struggling with this is... is the quality of the taste enough to outweigh the perceived lack of morality?

Coffee shops, consumers and activists are planning to/are boycotting the brand, stopping buying the product, but if the consumer demands an oat latte with Oatly Barista, the moral conundrum cascades from top to bottom. Can people afford a lesser tasting alternative?

It’s whether we choose to believe that a brand is true to it’s supposed values, or whether we choose to stay true to our own values and hit them where it hurts... 

..their pockets. 

Resources:

https://sifted.eu/articles/oatly-blackstone-china/

https://sifted.eu/articles/gaining-customers-and-enemies-simultaneously/

https://www.theguardian.com/food/2020/sep/01/oatly-vegan-milk-sale-blackstone

https://www.independent.co.uk/life-style/food-and-drink/oatly-boycott-cancelled-twitter-blackstone-accusations-deforestation-trump-a9700656.html

https://www.oatly.com/int/about-oatly#:~:text=Our%20sole%20purpose%20as%20a,planet's%20resources%20in%20the%20process.

http://www.labbrand.com/brandsource/going-deeper-than-the-buzz-how-oatly-became-the-trendiest-plant-milk

https://www.mergermarket.com/info/oatly-evaluates-fundraising-options-ahead-possible-ipo-sources-say

https://finance.yahoo.com/news/oatly-is-defending-itself-after-selling-stake-to-trump-donor-schwarzmans-blackstone-group-173742148.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAF6bGg-xh-RQvtaynjulsfyxj6MDIU7cJzKh0fEwbSFJg7ymthTDXaGjYXIqJfyANl25bUOHO_P_FBTXvrCCdntdVKqrC1s-mHkE3ckCnuY6xbkyg-S-njoKN5E959Tl5Muf1MnbgqDsuF_zdoXNIgg4eGY9JpYMKJ8u4KPQGlfi

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If you’re complaining about WAP, get with the times.

It seems that as we grow, we become more cynical. Often offended/conscious of the impact of sex, drugs, violence and gaming culture on the next generation. 

It’s probably why the world is now up in arms about Cardi B’s WAP music video. 

As a teenager, we’d probably be walking the streets listening to the equivalent of the times, be that Ja Rule (showing my age) or early Nicki Minaj.  Now though, there’s a battle of opinions - as there would be with any music video so thought-provoking. 

The truth is, we need to get with the times. Pop-culture and its sub-cultural communities have never lived in fairytale world’s where everything is prim and proper (by fairy tale definition). We once knew this, because we were part of creating this. 

So why change now? Have we ‘grown up’?... Whatever that means. Have we become boring? Or perhaps we are bitter, because we are out of tune with ‘what’s cool’, as we slowly travel towards becoming our parents and there’s nothing we can do about it. 

To be young is to be unique, creative and cool. Age, whether we like it or not, connotes ‘uncool’ in a youth culture subtext. 

Perhaps that’s why WAP offends (some of) us. We no longer understand the subtext behind ‘cool’, because it’s definition has been reimagined by the future we created. 

Remember, we are Truman’s Christof! We created the world we live in, and the expectations, boundaries and rules that will be needed to be broken by the future generations in order to grow.

We were no different - we challenged, we rebelled, we created and changed our future. Therefore, we cannot expect the future to be the world we imagined when we are no longer the ones creating it.

Let go of the torch, pass it on and embrace new culture, new societies and expand your own minds. 

After all, isn’t that what we tell the people of the future to do? More on: https://twitter.com/PickyPlanner

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They do things differently in Totnes.

They do things a little differently in Totnes. 

Described as a place where you can “live a bohemian” lifestyle, this expressive Devonshire town is a hub of creativity, artistic flare of intriguing culture. 

A Totnesian once said to me “Totnes is a ‘Nomadic Town’ where you are originally passing by, but are inevitably sucked into the ‘Totnes way’ and stay here for as long as you feel right”. 

This might have something to do with how the locals refer to Totnes as “the centre of the universe”! A town that seems to have a gravitational pull to the residents and those who stop by.

This isn’t necessarily new news, either. After all, this is a town once described by Time magazine as “The Capital of New Age Chic”. 

I listened to the Mrs, who’d never been to Totnes, albeit a Plymouthian living 30 mins down the road, describing Totnes as “like going back in a time machine” and looking “like everyone here is either an artist or a musician”. 

Technically, she’s not wrong. Totnes Open studios houses 40 artist members and Fore Street (which is no longer than a 5 minute walk) is home to 10 art galleries and craft shops alone. 

The locals actually mourned the loss of the Dartington College of Arts (in 2010) that they believe gave this town its artistic edginess by growing the towns population of art students. 

However, that doesn’t seem to have impacted Totnes’ artistically nuanced reputation as more and more exhausted London creatives are driven to this market town for a different way of living; natural, ethical, waste-free, veggie and expressive!

Funnily enough, you can actually go back in time in Totnes, too, by visiting the aptly named ‘Timehouse’ - an exhibition that takes you through each decade throughout the various rooms of the museum.  To be honest though, the galleries and museums weren’t what inspired those descriptions. 

We’d only been in the town 2 minutes before these exclamations were made. 

It’s actually the people; the dreadlocks, cargo shorts, braids, a look of relaxed content... as if they’ve found their home. Peacefulness in a place away from the hustle and noise of big city living, with a community of similar minds, following a similar path of existence.

They actually do do things differently in Totnes as well. 

Between April 2007 until June 2019 you could use the ‘Totnes Pound’ within the local economy. 

It was only removed due to the ‘cashless economy’ of digital currency, online banking and ‘wallet pay’ culture taking over the UK.

In total, £30,000 of Totnes’ finest pound circulated their local economy during this period. 

This currency project inspired other local currencies in Brixton, Bristol and Stroud, with the BoE purchasing some of the Totnes pound for prosperity. 

A reflection of individual culture and artistic expression, singer Ben Howard originates from Totnes, having grown up here during his child-to-teen years. 

Also, the culture of ‘individuality’ reigns supreme in Totnes. The epitome of this being ‘Transition Movement’ set-up by Rob Hopkins. This, a culture of innate desire by Totnesians to set-up, support and express themselves individually, with freedom. 

I mean, I could harp on about just how different the culture of Totnes is, because there’s much more to discover... But I’d rather I left that for you to do!

[thepickyplanner]

Assignment to Excitement

Originally, this blog was an assignment for my MA in Advertising Strategy and Planning. 

Now, however, it is my platform to talk. 

To present my ideas. 

To show my research. 

To talk about culture, society, art and life in general. 

Hopefully, I’ll one day make an impression on the advertising world that will get me a job as an account planner! 

While ‘new’ in terms of the Account Planner/Strategist role in advertising; I am not new to the world of strategy. 

Previously, I have worked as a digital marketing strategist for eCommerce brands and a digital strategist for a content production agency. 

This is my cathartic space to express myself and grow my mind.  Firstly, I need to figure out what my first real post will be!  Enjoy the ride. 

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What Does the Future Hold for Media Planning?

Media planning’s future couldn’t be more exciting. Digital media and social’s rise have resulted in a forecast marketing spend increase of 71% on social alone between 2018 - 2023 (MGD Advertising 2018).

Digital as a format presents multiple new channels. The list continues to grow, with TikTok opening its doors to advertisers (Tech Crunch 2020). The rapidly growing social channel adds another dimension media planners must consider within their media plan. 

A continued focus towards digital in media planning provides even more granular audience fragmentation and additional pools of audience data to manage and draw insights from.  Additionally, consumer behaviour continues to change based on social and economic issues. To cite Helen Katz - “consumers do not behave as rationally as we would like to think they do.” (Katz 2017). Therefore, the emphasis on detailed consumer group research and mapping out exact consumer media touch points is essential to navigating the growing minefield that the media planner and advertises face. 

Why is this needed? Due to audience fragmentation and channel segmentation, budgets will continue to be split more granularly across channels to maximise on media expenditure (T and F Online 2010). Therefore, identifying GRP, exposure, reach and frequency at channel level will become harder for the planner, but more successful to the advertiser when these success metrics are achieved through the correct media placement and aligned creative messaging. 

Combining this with seasonality continues to make media planning an even more strategic position. The lines between burst or continuous advertising based on targeting frequency or reach can be blurred with a focus on social ads that have a much lower CPM or CPC versus TV or OOH advertising, causing ad frequency exhaustion. Media’s role here is not only to plan, but to consult with the advertiser to avoid this easy mistake.

REFERENCES:

2018. ‘How Social Media Has Changed The Ad Game’. MGD Advertising. Available at: https://www.mdgadvertising.com/marketing-insights/infographics/how-social-media-changed-the-ad-game-infographic/ (Accessed July 12 2020) BINET, L. 2020. ‘MARKETING EFFECTIVENESS IN THE DIGITAL ERA’. Media in Focus. Available at: file:///Users/lewisyoung/Downloads/MEDIA_IN_FOCUS_FINAL_PDF_909%20(1).pdf (Accessed July 12 2020)

NELSON-FIELD, K. 2010. ‘The impact of media fragmentation on audience targeting: An empirical generalisation approach‘. T and F Online. Available at: https://www.tandfonline.com/doi/abs/10.1080/13527266.2010.484573?src=recsys&journalCode=rjmc20#:~:text=With%20increasing%20fragmentation%2C%20advertisers%20are,from%20those%20of%20competing%20offerings (Accessed July 12 2020)

PEREZ, Sarah. 2020. ‘TikTok launches TikTok For Business for marketers, takes on Snapchat with new AR ads’ Tech Crunch. Available at: https://techcrunch.com/2020/06/25/tiktok-launches-tiktok-for-business-for-marketers-takes-on-snapchat-with-new-ar-ads/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAFU4AiE6nL_b6qdgIAEoinG8mYqrn9qX1y81WFIE3ezbaL6-CiEqtTOoDkSQHVmJMjREUIPQP5IjYYWn4dGOBKU2W2fjgjS_DWhGi2Gt1TQjfUGi6iYNz_LUmELxs7znEkzxJPbC4mCm1RpAGwvnWRBLxKZd1etnWRJCx5tlamgR (Accessed July 12 2020)

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Mobile Advertising: Good, Bad and Ugly

Mobile marketing is a growth channel (22% CAGR in 2020) for most brands to utilise (Grand Review Research 2020). Mobile offers more targeted and personalised approach, however, struggles around intrusiveness, privacy and security, unsolicited messages “limits the medium’s ability to reach its potential” (Baron 2010).

Bad examples are in-app ads. SMOOLA reported that “user churn from mobile ads cause churn of 8 users per 1000 ads displayed” (PR News Wire 2019). An example of this is the Lords mobile gaming ad that uses in-app video advertising to showcase gameplay and gamer reaction (Android Central 2018). Issues with audience experience due to interruptions arise and they are forced to watch ads with unrealistic gameplay (Android Central 208).

Great mobile advertising can be seen with the Samsung Galaxy S6 ad that used a rich media interstitial and real-time batter life ad unit to identify battery life before sending the advert to the consumer (Single Grain 2020).  

REFERENCES:

2019. ‘Samsung Battery’. YouTube. Available at: https://www.youtube.com/watch?v=IytvBZ8EHsQ&feature=emb_logo. (Accessed: 10 July 2020) 2019. ‘User Churn in Mobile Apps: Advertiser Blacklisting Benchmarks by SOOMLA’. PR News Wire. Available at: https://www.prnewswire.com/il/news-releases/user-churn-in-mobile-apps-advertiser-blacklisting-benchmarks-by-soomla-825341931.html (Accessed 10 July 2020)

2019. ‘Lords Mobile Ads...’. YouTube. Available at: https://www.youtube.com/watch?v=0TCVg2XwU4o&feature=emb_logo. (Accessed: 10 July 2020)

2020. ‘Mobile Marketing Market Size, Share & Trends Analysis Report By Enterprise Size (Large Enterprises, Small & Medium Enterprises), By Solution, By End Use, By Region, And Segment Forecasts, 2020 - 2027’. Grand Review Research. Available at: https://www.grandviewresearch.com/industry-analysis/mobile-marketing-market#:~:text=The%20global%20mobile%20marketing%20market%20size%20was%20estimated%20at%20USD,USD%20337.8%20billion%20by%202027. (Accessed 10 July 2020)

HARAN, R. 2020. ‘11 Companies That Are Doing Mobile Advertising Right‘. Single Grain. Available at: https://www.singlegrain.com/blog-posts/mobile/11-companies-that-are-doing-mobile-advertising-right/ (Accessed 10 July 2020)

LAGACE, Marc. 2018. ‘Mobile gaming has an advertising problem that needs to be addressed’. Android Central. Available at: https://www.androidcentral.com/mobile-gaming-has-advertising-problem-needs-be-addressed (Accessed 10 July 2020)

BARON, R. 2010. Advertising Media Planning. McGraw-Hill Education

KATZ, Helen. 2017. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Routledge.

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Innovation Station for Traditional Media

Digital has paved the way for traditional advertising to innovate. Out-of-home advertising creating digital boards has allowed brands to buy multiple ad space, creating opportunity for using static OOH in a multivariate manner. Brands can create an ‘omnichannel’ experience by telling a story through branded TV, increase sales with DRTV, and continue the story across digital OOH, radio, or with social media video. This pushes creatives to think harder about their messaging beyond film, audio and print. Creating branded customer experiences cross-medium creates a single marketing view of the customer, “tracking every interaction and maintaining an evolving memory of each customer” (Adobe 2020). Example being the Burger King ‘Burn That Ad’ integrated ad campaign that blended OOH and print advertising with social media and AR experience to create a multi-channel, mobile experience which saw:

- 1m app downloads in one month - 56.4% in-app sales increase - 1bn media impressions. 

REFERENCES BINET, L. 2020. ‘MARKETING EFFECTIVENESS IN THE DIGITAL ERA’. Media in Focus. Available at: file:///Users/lewisyoung/Downloads/MEDIA_IN_FOCUS_FINAL_PDF_909%20(1).pdf (Accessed July 07 2020) 2019. ‘Burn That Ad’. We Love Ad. Available at: http://www.welovead.com/en/works/details/4acwiluAm (Accessed: July 07 2020)

2019. ‘Burger King: Burn That Ad by David SP’. The Drum. Available at: https://www.thedrum.com/creative-works/project/david-sp-burger-king-burn-ad (Accessed July 07 2020)

2020. ‘Create seamless customer experiences with omnichannel marketing’. Adobe. Available at: https://www.adobe.com/uk/experience-cloud/articles/omnichannel-marketing.html (Accessed: July 07 2020)

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Do traditional measures still make sense for our fragmented audiences?

Fragmented audiences across multiple behaviour segments and growing mediums means “it is sometimes difficult to determine the precise effect of advertising on consumers” (Katz, 2017). Furthermore, Katz cites that “consumers do not behave as rationally as we would like to think they do.” (Katz 2017). This can make interpreting the insights gathered by BARB harder. Digitalisation has played its part with consumers dictating how brands communicate with them based on the channels they're using (Media Vision Interactive 2020). 

BARB has its place in measurement. Project Dovetail has tried to bridge the gap between traditional and digital convergence. However, there is still human error. Additionally, there are many forms of data to take into account. Your advertising/media objectives should be broken down by KPIs per channel to effectively measure the success of achieving the campaign goal and your media plan must not be left unchanged for a whole year (Katz, 2017). 

REFERENCES: BADENHORST, M. 2020. ‘How Digital is Changing Consumer Behaviour’. Media Vision Interactive .Available at: https://www.mediavisioninteractive.com/digital-marketing-2/how-digital-is-changing-consumer-behaviour/ (Accessed: July 02 2020)

2020. ‘Project Dovetail’. BARB. Available at: https://www.barb.co.uk/project-dovetail/ (Accessed: July 02 2020)

KATZ, Helen. 2017. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Routledge.

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Continuous and Burst Advertising.

Depending on your media objectives, seasonality and scheduling output of either “reach or frequency” (Katz 2017), you will choose either continuous or burst advertising scheduling. (Katz 2017). 

Audi used continuous advertising across TV and digital when launching their new Q range during the 2019 Rugby World Cup and this specific campaign continues to run in 2020 (Little Black Book 2020). Being an automotive brand with longer lifespan customers with lengthy repeat purchases, Audi chose to reach a high percentage of the target audience over time through the campaign.

Coca Cola, targets an ‘in market’ audience segment during the Christmas season with their ‘burst’ approach to TV (paid media) and social (rented media) for their ‘Holiday’s Are Coming’ campaign to gain market share during a season where customer spending is much higher in FMCG. Coca Cola’s brand affinity has seen this advert in become the UK’s favourite advert (Little Black Book 2020).  REFERENCES:

2020. ‘BBH London Fashions Audi's Luscious New Campaign‘. Little Black Book. Available at: https://www.lbbonline.com/news/bbh-london-fashions-audis-luscious-new-campaign (Accessed 29 June 2020)

2020. ‘Holidays Are Coming’ is the UK’s Favourite TV Ad’. Little Black Book Available at: https://www.lbbonline.com/news/holidays-are-coming-is-the-uks-favourite-tv-ad (Accessed 29 June 2020)

KATZ, Helen. 2017. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Routledge.

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Reach or Frequency?

In advertising media planning there are two key approaches to getting the creative to the masses. These are ‘Reach’ and ‘Frequency’. Learn the definitions of ‘reach’ and ‘frequency’ here.

Budweiser used the famous Superbowl ad space to maximise brand reach of the Bud Light Joust campaign, as this event was watched by 114.4m viewers in America (Sports Illustrated 2019). This is a key audience for Budweiser; Men (53%) aged 30-59 (Statista 2017). Scissors and Baron describe using reach “whenever something new is being planned in the marketplace” (Scissors and Baron 2010). In this case, Bud used reached to showcase the new packaging released in 2019 (Country Rebel 2019) to continue on-going brand recognition of Bud Light post event (The Verge 2019). 

As frequency advertising is used when a product sits in a “highly competitive market or is purchased frequently” (Scissors and Baron 2010), an example of this would be Colgate’s Max White Smile On campaign due to the “repetition of the message being necessary” (Scissors and Baron 2010).

REFERENCES:

2017. ‘Super Bowl 2017‘. Statista. Available at: https://www-statista-com.ezproxy.falmouth.ac.uk/study/57914/super-bowl/ (Accessed: June 27 2020)

2019. ‘CHANGE IS COMING TO YOUR BUD LIGHT, AND SOON’. Country Rebel. Available at: https://countryrebel.com/change-is-coming-to-your-bud-light-and-soon/ (Accessed: June 27)

2020. ‘TV ratings of the Super Bowl in the United States from 1990 to 2020‘. Statista. Available at: https://www-statista-com.ezproxy.falmouth.ac.uk/statistics/216538/super-bowl-us-tv-ratings/ (Accessed: June 27 2020)

2020. ‘Ad Recall Market Research‘. DJS Research. Available at: https://www.djsresearch.co.uk/glossary/item/Ad-Recall-Market-Research (Accessed: June 27 2020)

2020. ‘Bud Light Super Bowl 2019 TV Commercial - HBO Game of Thrones Jousting Match’. YouTube. Available at: https://www.youtube.com/watch?time_continue=1&v=ZNNjy3bzvHA&feature=emb_logo (Accessed 27 June)

2020. ‘Colgate Max White Ultimate - Smile On’. YouTube. Available at: https://www.youtube.com/watch?v=VN5Z8P33DSs&feature=emb_logo (Accessed 27 June)

BARON, R. 2010. Advertising Media Planning. McGraw-Hill Education

KATZ, Helen. 2017. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Routledge.

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Who are AirBnB’s Target Consumer?

AirBnb uses “Multi Segment Positioning” (Research Methodology 2019) breaking down audience targeting into four segments within two profile groups; Accommodations and Experiences/Adventures. (Research Methodology 2019) 

Here, the focus is on the ‘Experiences/Adventures group. These are aged 18-60, are single or part of a newly married couples looking for ‘uniqueness and variety’.

The main user group within the US market are people aged 25-34 (36%) (Statista 2017) (Figure 1), but with only 3% of their income being spent on travel (Statista 2019) (Figure 2), this is a consumer group that has more pressing matters to attend to like paying debt, bills, and saving money (Statista 2019). Figure 1 - Share of Airbnb users by age group in the United States and Europe 2017

Figure 2 - Ways of spending an unexpected income of 1,000 USD by Millennials in the United States in 2019

This consumer group craves authenticity, and favours consuming short-form video through mobile to high volumes, with social being the key form of media (WARC 2020). In targeting this audience, I would use Instagram TV, Facebook TV, YouTube, Quibi and Tik Tok with both short-form authentic storytelling and shorter entertaining video-loop style content. The messaging used would be tailored towards creating authentic experiences in new locations that are worth spending your saved cash on. REFERENCES:

2017. ‘Share of Airbnb users by age group in the United States and Europe 2017′. Statista. Available at: https://www-statista-com.ezproxy.falmouth.ac.uk/statistics/796646/airbnb-users-by-age-us-europe/ (Accessed: 22 June 2020) 2019. ‘Rethink peak-season pricing in the presence of sharing economy’. Phys Org. https://phys.org/news/2019-05-rethink-peak-season-pricing-presence-economy.html (Accessed: 22 June 2020)

2019. ‘Ways of spending an unexpected income of 1,000 USD by Millennials in the United States in 2019’. Statista. Available at: https://www-statista-com.ezproxy.falmouth.ac.uk/statistics/1024993/use-of-windfall-income-by-millennials-usa/ (Accessed: 22 June 2020)

2020. ‘What we know about US millennials‘. WARC. Available at: https://www-warc-com.ezproxy.falmouth.ac.uk/content/article/bestprac/what-we-know-about-us-millennials/120917 (Accessed: 22 June 2020)

STEARS, A. 2019. ‘Why Short Form Content Resonates With Younger Generations’. Midia Research. Available at: https://www.midiaresearch.com/blog/why-short-form-content-resonates-with-younger-generations (Accessed: 22 June 2020) DUDOVSKY, J. 2019. ‘Airbnb Segmentation, Targeting & Positioning’. Research Methodology. Available at: https://research-methodology.net/airbnb-segmentation-targeting-positioning/ (Accessed: 22 June 2020)

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Should All Companies Go Digital?

Digital channels are seen as the present and future as consumer attention and behaviour shifts away from traditional advertising towards a digital-first consumption habit (Array 2020). 

Deloitte reports that media consumptions per generation are converging (Deloitte 2018). Demographic groups between 18-44 are a digital first market (Deloitte 2018). 63% of these want personalised communications - something you cannot get from traditional marketing (Single Grain 2020).

In a post-Covid 19 world, it would make sense to increase your digital marketing budget. However, interviewing Alex Lambley, she highlighted that AirBnB are still using OOH advertising in areas where they have less properties to attract new business, such as Tribeca (Lambley 2020). 

Post-COVID trends forecast that over 700m Americans will travel between July - Sept - only a 14% Y/Y decline (AAA 2020), suggesting the appetite for travel is still there. Furthermore, with double digit growth in digital since coronavirus (JP Morgan 2020), it’s safe to say that there’s room for digital in everyone’s marketing budget.

REFERENCES:  2020. ‘Media Consumption in the Age of COVID-19′. Available at: https://www.jpmorgan.com/global/research/media-consumption (Accessed: 15 June 2020) 2019. ‘Traditional vs. Digital Advertising: What's Best for Your Business’. Array Digital. Available at: https://thisisarray.com/traditional-vs-digital-advertising/#:~:text=Traditional%20media%20is%20defined%20as,video%20streaming%20services%2C%20and%20websites. (Accessed: 15 June 2020) Lambley, A. 2020. ‘Interview with Lewis Young’.

NIDHI, D. 2020. ‘42 Digital Marketing Trends You Can’t Ignore in 2020′. Single Grain. Available at: https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2020/ (Accessed: 15 June 2020)

WESTCOTT, K. 2018. ‘Digital media segments: Looking beyond generations’. Deloitte. Available at: https://www2.deloitte.com/us/en/insights/industry/telecommunications/media-consumption-behavior-across-generations.html (Accessed: 15 June 2020)