Mystery Marketing: 3 takeaways from cryptic marketing strategies

Tweet There exists an encyclopedia of articles that provide advice on how to market to Millennials. Marketers view Millennials (the “self(ie) generation“) as an evasive generation to market to because of the Internet savvy these consumers have developed by growing up online. In this social-media-rich age that marketers find themselves in, the nature of the game has changed. Consumers are able to easily post reviews, quickly become educated about products and interact with companies more easily than ever before. There has also never been more content so readily available. So how can marketers create conversational campaigns in such a noisy environment?   Leverage mindful obscurity Obscurity, when done correctly, sets the stage for organic conversations with consumers. The music industry is beginning to see more and more cryptic campaigns appear, where artists are using mysterious commercials and billboards to promote new albums. Take Drake’s billboard promoting a new album. The campaign caused a social media conversation to take place as users attempted to decipher the message.   When artists or brands break from the continuity of simply throwing messages at consumers, a natural conversation begins to break out. Of course, this is not to say that marketers should devise campaigns that are riddled with obscurity in a blind attempt to start a conversation among customers. Rather, mindful obscurity — cryptic messaging done with a distinct and specific purpose — can be quite successful in establishing organic conversation. For example, the Drake billboard shown above uses many elements that Drake fans would recognize, including…
Source: Marketing Experiments
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