Worldbuilding - The Future of Storytelling, with Wild Card

In an age where consumer attention spans are at an all-time low, something curious is happening: under the right circumstances, consumers are spending hours - even days - immersed in lush fictional worlds such as Harry Potter, Game of Thrones, and The Avengers. However, world building isn't just for blockbuster entertainment franchises. When executed well, brands can create immersive worlds of their own, significantly driving brand loyalty in the process. We spoke with Tara Deveaux and Shawn Shahani of Wild Card about a new study on world building and consumer behavior. They shared what marketers could learn from Hollywood producers, and gave tips on creating a world of engagement around your brand.

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You Can't Go Home Again: A Return to Work Sites After COVID-19

Organizations have undergone unprecedented changes in the wake of the COVID-19 crisis. Businesses with the ability to do so have shifted to a work from home structure, which the firm Global Workplace Analytics forecasts may make up 25 to 30 percent of the workforce by 2021. But for many companies, productivity and essential tasks must be done in a physical office space. While it’s still uncertain when employees may return to their workplaces, it’s vital that leaders look into the precautions and adaptations that will be necessary in many cases to ensure the safety of their employees. The resources below discuss many of these coming possibilities.

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Pulse Issue 9

Clock's Ticking: Should Marketers Jump on TikTok's Hype Before it's Too Late?

September 2019

TikTok is the newest of hot video apps in the tradition of Vine and Snapchat before it. It originated in China before rebranding and making its way to the U.S. and the rest of the world, where it now can comfortably claim more than 500 million users. Most are young people and early adopters, begging the question: should brands already be on TikTok, utilizing it before it becomes saturated like Facebook and Instagram?
TikTok has experienced a meteoric rise in popularity since entering the U.S. market last year. It boasts 1.2 billion global installs and 500 million active users, surpassing Twitter, LinkedIn, and Snapchat. TikTok’s ability to capture the attention of Gen-Z—the biggest consumer cohort globally—has made it the world’s most valuable startup ($75 billion). Here are seven things you need to know about the platform.
Why are people so obsessed with TikTok? And - most importantly - should marketers even care? This hopes to unravels some of the mystery behind TikTok and explains how marketers can leverage it now, or in the future. It also touches on a few brands that have already conquered the platform.
Several months after TikTok launched a beta of its ad offering, it remains an uncertain prospect for many, with its ad options and capacity still growing in western markets. Could TikTok be a viable platform for your social media marketing strategy? This provides an overview of the current ad options available and how they work.
This marketing guide suggests ways businesses can make the most of TikTok and its young audience. It beings with basics, including an overview of what and who uses it, and how brands can use it themselves. It then delves into hashtag challenges, the uses of user-generated content, how it compares to traditional influencer marketing, and how it can be used for advertising.
Brands, here’s your wake-up call: it’s time to monetize. TikTok’s advertising capabilities are still in the early stages, but they do have four formats available for brands that want to be first on the platform, and “Challenges” are all the rage. With a paid push-start, these challenges are generating hundreds of millions of organic views, and in some cases, triple-digit sales growth. YPulse found five brands that jumped on the platform early, and successfully engaged a demo that often evades advertisers.
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About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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