Dear ROGER,

Welcome to the September 2024 issue of Key Notes - Marketing Keys' monthly newsletter! As schools are back in session, we hope you are transitioning smoothly and getting back into your regular routines! Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

In a recent study, it was discovered that a significant portion of the American population—44%—feels ignored by advertisers. Personal biases in the marketing industry are skewing targeting methods, leading to a disconnect between brands and consumers. The study underscores a growing concern: advertisers are out of touch with a large segment of the population they aim to reach.

There is a significant difference between the values and lifestyles of marketers, who tend to reside in coastal cities and make high-value purchases, and consumers, who are more diverse in their spending habits and interests. For instance, while consumers showed interest in activities like hunting and fishing, marketers leaned towards urban hobbies like tennis and vegetarianism. This disconnect is contributing to the sense of being ignored, which spans across various demographics, not just rural areas.

One of the most troubling findings of the study is how advertisers’ biases influence data collection and targeting, leading to irrelevant ads. About 70% of consumers reported that digital ads miss the mark, with many expressing frustration over being targeted by ads they find irrelevant. Despite the abundance of data available, human biases are still creeping into marketing decisions, justifying misguided strategies with data that reinforces existing beliefs.

Marketers need to diversify their strategies to connect with a wider audience. With 72% of consumers unwilling to purchase from brands that ignore them and 75% willing to pay more for brands that align with their values, there is a significant opportunity for advertisers to rethink their approach.

Reaching Gen Z consumers has become a delicate balancing act for marketers. With this generation spread across various media platforms and quick to criticize brands for seeming inauthentic, advertisers need to approach their strategies with care.

Effective advertising to teenagers must be privacy-compliant and contextually relevant. This requires a shift from broad, generalized advertising methods to more detailed and nuanced strategies tailored to the diverse media landscape that teens navigate today. Advertisers need to dive deep into teens’ media habits, understanding their preferences on a video-by-video basis rather than relying on traditional mass-market approaches.

A recent survey reveals that YouTube, TikTok, and video games are the top media choices for teens. Surprisingly, 58% of teens still use Facebook, which surpasses Instagram’s 55%, and 36% have recently watched linear TV. YouTube stands out as the platform where teens most remember and appreciate ads, though 25% still skip them. In contrast, TikTok and Instagram see lower ad enjoyment, indicating that ads need to be seamlessly integrated into content to avoid negative reactions.

To effectively engage Gen Z, brands must tailor their strategies to each platform’s unique environment. Understanding and adapting to the distinct characteristics of each platform is crucial. Brands must offer value in the context of each platform, rather than disrupting content with traditional advertisements.

Apple's recent announcement introduced the iPhone 16, which CEO Tim Cook emphasized as being built with artificial intelligence at its foundation. The new iPhone 16 and 16 Plus models come in vibrant new colors and feature a customizable Action button previously reserved for higher-end models. They also include a Camera Control button to enhance photography, providing users with more direct access to camera functions.

The iPhone 16 Pro models offer slightly larger screens with narrower borders and are equipped with the new A18 Pro chip. This chip boasts an upgraded neural engine, specifically designed to handle complex AI tasks. Enhanced camera components and improved video capabilities promise high-resolution photos and more cinematic slow-motion footage, positioning Apple to compete more aggressively in the AI space against rivals like Google and Microsoft.

In addition to the new iPhones, Apple unveiled the Series 10 Apple Watch, which now features a 30% larger display while remaining thinner than previous models. The watch includes a new sleep apnea detection feature and will be available in over 150 regions. Apple also updated its AirPods, introducing a new standard model with a USB-C charger and a midrange version with noise cancellation previously exclusive to higher-end models.

While these innovations showcase Apple’s push into AI, the company’s AI tools are still developing. The Apple Intelligence suite, set to start as a beta in October, will include an improved Siri and new custom emoji capabilities. However, many of these features won’t be fully available until later, which could impact the initial appeal of the iPhone 16. Apple's focus on security and privacy may also explain the gradual rollout of these new technologies.

In a world where people crave nostalgia, two iconic clothing stores are embracing their past to captivate today’s consumers. This fall, Old Navy and J.Crew are diving into their archives to rekindle the magic of past decades, aiming to resonate with both Gen-Zers and older consumers.

Old Navy has announced its “’94 Reissue Collection,” featuring a nostalgic lineup of baby tees, performance fleece, and tracksuits reminiscent of its early days. This limited-edition collection is designed to evoke memories of simpler times and offers a fresh take on the brand's classic styles. To amplify the launch, Old Navy is rolling out a 32-page zine that includes a nostalgic nod to its famous jingle and dog mascot, alongside a quiz to engage its loyal customers.

Meanwhile, J.Crew is revisiting its own history with the reissue of a catalog last seen seven years ago. This autumnal offering will feature ’80s and ’90s icon Demi Moore, tapping into a vintage vibe that resonates across generations. The catalog, which will be mailed out and include a QR code for easy access to J.Crew’s e-commerce site, aims to reestablish the brand’s aspirational narrative while attracting a broader, multi-generational audience.

As Old Navy and J.Crew revive their pasts, they’re not only evoking fond memories but also setting the stage for future success. By blending nostalgia with contemporary marketing strategies, they’re poised to capture the hearts of both seasoned fans and a new generation eager for a touch of the past.

TikTok has made headlines again with its recent partnerships in the sports world. The platform announced a new deal with the Washington Capitals, placing its logo on the team’s away jerseys. This move comes as TikTok faces legal scrutiny over a potential U.S. ban, making this partnership a strategic play in bolstering its presence amid political challenges. The deal extends to other teams owned by Monumental Sports & Entertainment in the D.C. area, showcasing TikTok's commitment to sports marketing despite ongoing regulatory pressures.

In addition to its NHL deal, TikTok has renewed its partnership with the NFL. This extension follows a highly successful 2023 season, during which the NFL and its 32 teams amassed over 5 billion views on TikTok. This impressive engagement underscores TikTok’s role as a major player in sports entertainment and digital marketing.

In another significant development in the world of social media, Brazil has imposed a nationwide ban on X (formerly Twitter) as part of a protracted legal battle between the platform's owner, Elon Musk, and the Brazilian Supreme Court. The ban, effective August 30, is a response to ongoing disputes over free speech and misinformation.

In the wake of the ban, many Brazilian "stan" accounts, dedicated to celebrities and public figures, have bid farewell to their followers. With X no longer an option, many users are transitioning to Bluesky, a competing platform, seeking a new space to continue their online engagement and fan activities.

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Whether you've been at your marketing position for 1 year or for 20 years, the pressure to produce and come up with the right strategies to reach your target audience is always there.

You no longer need to go about this on your own with 100% of the pressure. Now, you can collaborate with a media expert to help you with the latest, most effective and most efficient media strategies.

We can help by placing your campaigns in the right places, at the right times with the right frequencies. We'll make sure your campaign succeeds by examining the cost effectiveness, engagement potential and audience suitability of different media channels.

It is also critical to reach your customer on multiple platforms. This is how they are spending their media day. Therefore, it is critical that your messaging gets targeted and delivered in multiple online and offline ways.

As a 12 year former Disney executive with 30+ years in the business, I have discovered the best ways on how brands can cut through the clutter to reach their target.

By teaming up with us, we make the process enjoyable with minimal stress.

Furthermore, we will listen to you and always be committed to you. We strive to run our business with passion and humility all with the utmost integrity.

We look forward to empowering you to do your best work.

Until next month,

Roger Keys

Founder and CEO

Marketing Keys

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