New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Create shareable content and encourage supporters to spread the word.

This article states that Gen Z demands transparency and values relationships based on trust from brands. Since this group is digitally-native, brands should be proactive in controlling the narrative with robust responses in the event of a crisis.

Brand should display honesty and openness, and involve an influencer who speaks Gen Z’s language, while drafting a crisis response. Marketers should include user-generated content to build trust after a crisis, as this target group is more likely to respond positively to authentic updates.

Companies must prioritise video content, typically one-to-three minutes long, which gets straight to the point, has a strong headline and provides useful information. They should use social media techniques like live streams to release a timely response in front of the right audience.

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[4 minute read]

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