The keys to keeping up with today’s curatorial consumer

The keys to keeping up with today’s curatorial consumer

December 3, 2019 Off By esential1@
0:01

Kimberlee Wells: One of the questions we’re always asking ourselves when we’re working through something is

0:05

Why would consumers care?

0:13

And if we can’t answer that question, then we shouldn’t be creating the work.

0:18

Ete Davies: The way I think consumer behavior has changed when it comes to media consumption is

0:23

there’s more on-demand need from consumers. It’s not just giving people stuff on demand

0:26

but allowing them to actually curate and control what they consume.

0:32

We’ve had to adapt the way we work by paying more attention to how data influences the creative process.

0:36

Not just insights, but how we can respond to behavior in real time.

0:40

Co-creating really with consumers, finding out what are people’s passions, interests,

0:45

what’s grabbing their attention, and using that to shape our creative storytelling.

0:51

The relationship with brand is polyamorous today. So there’s always two plus brands in the consideration set,

0:54

and it’s up to four and even up to seven in certain category.

0:59

It’s not about the brand of the product anymore. It’s about the experience.

1:04

And I think that’s a huge change in the way consumers evaluate and interact with brand

1:13

that makes us think about an end-to-end content and experience and media versus what we used to look at

1:18

as the media experience isolated from the channel experience from the point-of-sale experience.

1:24

Kimberlee Wells: Engagement is the most critical thing that we can think about when we’re planning any narrative,

1:33

any piece of content that we need to deliver to consumers. We’ve taught consumers how to screen out advertising,

1:37

because the advertising itself is always appearing in similar positions.

1:42

And so they’ve become used to being able to almost program their own media content.

1:46

So they lean in when they want to watch something, and they lean out when they don’t.

1:50

Which makes our job much more difficult. So engagement is critical.

1:53

If we can get that right, then the job is done.