Taking stock of the ads that were wiped out

We are often hit by annoying and gimmick ads. Often, brand owners are hysterical in their desire to attract our attention with popular words, trends, or stars, but in the end they either leave or backfire.

Darren Ross, who works in a company that specializes in marketing young people for 80, has come to the conclusion that all people born in different eras are smarter. The company's latest report shows a new generation of consumers with a clear, open and passionate consumer motivation, but at the same time they are tightly connected and have unimaginable influence. Their brand-buying experience spreads quickly, like a fire sweeping the market. It is for this reason that we are able to look forward to the marketing of the next decade-looking for a better, smarter and more useful and not disturbing marketing approach.

So what kind of ads are they destroying? Here are four typical examples.

(The following Y-generation refers to a new generation)

1, with too much vigor

Nowadays many brands are like vexatious children on campus, they spend a lot of money to make you like him, but never take the time to understand you and what you are interested in. Y-generation is not interested in annoying pop-up ads or TV barrage ads. One Gen Y even said in fluent: "Why not spend the money on the third party ads in the NBA for those who are starving?" is enough to show the crowd's aversion to such annoying ads.

Facts have proved that the application of more decentralized and more thoughtful marketing methods, will receive better results, a rigid pop-up implant, can only make consumers feel not respected, boring or even ignored.

2, too deliberately "interesting", I do not want to laugh

Most brands now want to set up a culture of humour and try to make their ads interesting, but it's clear that Gen Y has been out of it, and these brands are still trying. "You Only live Once" is one of the negative examples.

When it comes to overdoing it, there's a reference to the label; If you don't believe you can ask the younger generation yourself. Especially when you flatter an ad or publish a comment, they will dress up as grimaced and protest.

3, "Deaf"

The audience clearly felt that the brand did not understand their pain, and that it was hard to tolerate brands that didn't take the time to understand and then get the wrong message and send the wrong information.

Take FAFSA's recent confusion over Twitter as an example. The federal Student Aid agency posted a popular photo of Christine Ferene from the "Maid of Honor" film, which reads "Help me, I'm poor". When FAFSA put this picture in the mouth, he received a string of negative tweets accusing the group of not knowing enough of the college audience they served. Although the aim of FAFSA is to link college students and their real economic needs. But it was clear that the group did not think twice, and that the impulse was that they immediately issued an apology statement.

In contrast, teen retailers Aeropostale "Teens for Jeans" activities are much smarter, and they take full account of what they and their customers care about. DoSomething.org is the largest public interest organization in the United States and is committed to changing society and youth. And the event was completed by Aeropostale and DoSomething.org, in seven years, the two organizations together witnessed the 4 million jeans were donated to the whole process of the homeless people.

Young Y generations are very much in favor of brand loyalty and reliability. Nearly half said they would make two purchases for brands they trust, or brands that try to understand and consider their personalities.

4, find me, does not mean you can contact me

Most of the time, brand owners think they can connect to the audience just by finding Gen Y through the Internet or social channels. But the connection and infiltration have different connotations. One-way communication is not enough, the real smart brand owners want is exactly the audience and a dialogue.

Macy, a big retailer, is doing well at this point. Found that college students do not eat the mass media this set, Macy ' s took the customized website link "Purls". Macy's "Purls" provides personalized information that comes from the Y generation of people of the same age and fashion experts. And because these people are attracted to attention and respect, the idea is very popular, and this unique experience for the brand to create a good network environment, brand participation and infiltration can also be the trust of young people.

Therefore, for the brand, should pay attention to the Y generation of the most understand, the most familiar with things, want to lead an industry can not always copy. While this may seem like a big risk, it can improve the way it is marketed. What the brand needs to do is start with a topic, then ask questions, listen to the voice of the Y generation and respond, and find your own unique voice in this conversation.

Do not too much annoying, do not blindly ask funny, consider the need for more comprehensive, communication really in-depth not, are facing 80, the consumer we need to consider more questions.