Episode 7 - Content Marketing

Host: David DesRoches, Quinnipiac University

Guests: Colleen Sherry, Henkel

"Select+CT" is a Digital Media Connecticut (DMCT) podcast series dedicated to Connecticut's Digital Media industry!

Why are some advertisement commericals more tolerable than others? What makes a great ad? Value. 

As gen-z and millennial consumers develop more sophisticated and personal views on ad preferences, digital landscapes have evolved. Brands must be evolving alongside their consumers. Instead of just advertising out to someone with a product, feature and price, ads should bring content to the consumer that they're going to enjoy, while still valuing that core information of price, product & feature.  

Colleen Sherry -US Digital Marketing Lead at Henkel- reviews ad trends with David DesRoches. From the psychology behind the average viewer, to insight on the mind of their advertiser, Colleen’s marketing position at Henkel provides her with knowledge unavailable to many. “People don't just want to see an ad anymore, they want to see content that means something to them.” she said. 

Takeaways from Colleen:

• Millennials don't trust traditional ads. So it's not just that companies targeting millenials don't want to do traditional advertising.. It's that not they’re not going to get through to their consumers if they do. 
• If you're wearing a brand's t-shirt with their logo on it, you are essentially advertising them for free unknowingly. 
• 71 percent of people are turned off by “sales-y” content. 63 percent said they’d think more positively of a brand if it was more valuable, relevant or interesting to them.