Hotwire PR Study Finds Companies Will Target On Passion, Not Numbers
In 2016, marketing and communications professionals will stop targeting millennials as one demographic and focus on reaching the younger consumers based on their passions, according to a study released today by Hotwire PR.
The agency’s seventh annual “Communications Trends Report,” which was based on crowdsourced data from 400 communicators across 22 countries, revealed that brands will look to engage consumers with age-agnostic content that emphasizes certain values.
Another key finding from the study is that the industry is not prepared for mobile ad blocking, especially since Apple enabled apps that stop ads from popping up on smartphones and iPads through its iOS 9 operating system. To rise above the ad blocking influx, marketers will need to spend more time on native advertising, sponsored podcasts, influencer partnerships, and experiential efforts, according to the research.