075: Finding relevancy in an age of constant distraction
We are living in a constant state of distraction. There are so many things competing for the attention of our audience. From the 24/7 news cycle to endless social media notifications to the cluttered inbox, it can make marketers’ jobs even harder, right?
Noah and I have shined a light on this before. While it can feel overwhelming to keep up with these attention shifts, it presents an enormous opportunity for nonprofits to find their relevance and bring that focus to their mission.
Between brands reacting to Beyoncé’s new album or MoonPie bringing humor to solar eclipse viewers, this week’s brief will help spark some ideas on how to use cultural moments to connect with your audience.
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Snackable snippets |
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2024 digital media trends 📖 One key finding that stood out to me: fandom is core to people’s identity, and they tend to be more engaged than their more casual consumers. This characteristic can be directly linked to supporters and the missions they care about. Bey just released her much-anticipated “Cowboy Carter,” and dozens of brands like Verizon, Starbucks, and even Merriam-Webster seized the moment to get in front of her massive fanbase. This is what we mean when we encourage you to find your relevancy. While your mission might not have a connection to Beyoncé's country album, there are other timely opportunities to consider — such as Mother’s Day and addressing policies highlighted during the Election season.
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In the news |
Media investment company Magna has revised its forecast for the US advertising market, now projecting a 9.2% growth to $369 billion in 2024, up from the previous prediction of 8.4 percent.
In particular, Magna believes that “digital pure players” will have the most to gain, with ad sales taking up 72% of the market share. This prediction further underscores the value digital marketing has on reaching target audiences and maximizing ROI.
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The solar eclipse is happening on April 8, and many excited enthusiasts (including me) have made plans to catch a glimpse of this every two-decade astronomical event.
Savvy marketers from brands like MoonPie and SunChips are taking advantage of this milestone by releasing exclusive products or content leading up to the eclipse, in hopes of garnering the attention of those keeping an eye on the celestial event.
For your inspiration folder |
When a fundraising campaign is launched, a common tactic is to highlight how much needs to be raised and what the money will go toward, whether it’s a specific program or the purchase of special equipment.
Best Friends Animal Society takes a transparent approach by asking supporters to help check life-saving improvements off its wish list.
In its latest email appeal, Best Friends is asking for the community to help it collectively raise $637,000. But what stands out to me is its use of a notepad graphic that explicitly lays out improvements needed for the sanctuary. This empowers supporters by providing a tangible understanding of the goals and how they can contribute to Best Friends' mission.
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