John McGee: folly of youth see digital natives, preventing brands

  • John McGee: folly of youth see digital natives, preventing brands
    Independent.t. E.
    Sarah usually wakes up at 7 am in the morning. As she prepares for the day that lies ahead, she takes a Cup of coffee and a slice of toast, running the iron over her jeans and if she has time, she can pour on the strawberry alarm clock on FM104 or 98FM big Breakfast.
    https://www.independent.ie/business/media/john-mcgee-folly-of-youth-sees-digital-natives-hindering-brands-37229339.html
    https://www.independent.ie/incoming/article37229706.ece/c12a5/AUTOCROP/h342/sarah34985734

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Sarah usually wakes up at 7 am in the morning. As she prepares for the day that lies ahead, she takes a Cup of coffee and a slice of toast, running the iron over her jeans and if she has time, she can pour on the strawberry alarm clock on FM104 or 98FM big Breakfast.

On the way to work on the luas and as she listens to Spotify, she checks her Facebook page that scrolls through some of her friends, posts, likes some pictures and maybe read a few posts from one of several hundred FMCG, retail and news brands she liked, since she first joined 10 years ago. There may also be some time for a quick scroll through Instagram, where many of her friends now hang out.

When she goes to work – she likes to be in registration by 8.50 am she splashed through the many emails that have pinged its way into her PC for the night, including a few customers, a couple of internal Messages reminding her about the conference she’s going next week, as well as meetings with some senior sales people’s to Google. It also has to Accept the invitation, the invitation to attend the official launch of a new web site 37 on Dawson street on Friday night.

Sarah, you see, works in a media Agency in the heart of the city and has led a busy and interesting life after graduating in ucd seven years ago with a degree in English and history. Now 28, she never provided, advertising or media purchases to be more precise, as a career option, but she knew a few people who put in an advertising Agency in Sydney during the gap year, and they liked it. One of them is now working in the fashion Agency the content which she thinks is called super duper gelding. The only downside is that in Perth, not Sydney.

But Sarah has achieved a lot in five years since she joined the Agency. She observed the inexorable rise of Facebook and Google that it can competently and confidently talk about artificial intelligence, augmented reality, bots, and voice search. Unfortunately, none of these wonderful technologies are part of the marketing Arsenal of his client, but, Hey, they may do in the future. She is also aware of programmatic buying, but still unsure whether this is a threat for her work in the long term. With how 60pc of all media buys are now happening in software, it will start to worry when it hits 80pc.

Most of the day busy with a client and planning meetings, slinging campaign Analytics, calls from the media owners and sales houses. Sometimes the sales pitch from the journal or the publisher of the local newspaper gets past the receptionist and Sarah’s eyes glaze over with a look of terminal boredom.

She loved meetings with clients, but now they can be tricky to navigate and difficult, because expectations from overworked marketing departments, in its opinion, led to inconsistencies with reality.

While Sarah isn’t too concerned about the existential crisis that the media world is experiencing is beyond her competence – she hopes that the industry will finally settle down with time.

But when it comes to media, news diet Sarah comes mainly from her Facebook for a few homegrown websites, who, when she has time, the failures and few times a week. Like many of her peers, the online video also consumes more of your time.

While she expressed concern about the prevalence of fake news, the growth of ad blocking among many of her peers, as well as numerous violations on various social media platforms over the last year or two, she assured the higher authorities that they will understand.

Sarah, of course, not a real person. It is a completely fictional creation that is a mixture – perhaps an unfair stereotype of people who work in any number of media in Dublin or London. Sara could be Dave, Graine or Robert.

What Sara has in common with Dave and Robert, however, is that they relate to the estimates 50pcs employees of media agencies who are younger than 30 years. Call them Millennials or digital natives, the vast majority of them do not consume media in exactly the same way other people do. And I don’t mean the older generation too. If I have a bet, I would say that Dave and Sarah do not even read Newspapers or magazines for a week, never mind daily. But they are responsible for the allocation of media spends across the industry. Although this may be pushing it a bit to say that they preinvestigative in the wrong media – especially platforms like Google or Facebook – that’s more than fair to say that they invest very little in the wider media market, ignoring the many opportunities that exist for clients and brands.

What all this means for the future of the media we can only guess, but for media agencies, to survive, to prosper, and pave your way out of this existential crisis, they will need a strong and dynamic media industry. At the moment, it’s a long way.

As for Sarah, she is still to tell your boss that she joined Facebook in October.

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