Should Men Be Feminists?

THE CONCEPT OF FEMINISM HAS FOUND IT’S WAY INTO THE FABRICS OF OUR CULTURE

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In a nutshell, feminism is a movement of an ideology that hinges on the equality of the sexes. They say, “no preferences, no special treatments, no nothing, treat women and men equally”. Although, there’s still a number of people who believe that the movement is an effort in futility as male dominance is an age long tradition. This however has not deterred women all over the world from pushing for what they believe. The success of movements such as the #MeToo movement is proof positive that this feat is attainable. Brands and government parastatals have endorsed this feminist ideology and put laws and policies in place to foster the acceptance.

In advertising and marketing communications, there is now something known as “the female centered design” as it is now believed that for marketing campaigns to be effective there is need to segment the target audience appropriately.

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The question here now is, should men be feminists?

People have argued that men are not needed to join the movement, however, their participation would be appreciated, as the movement isn’t against men but against a system that have over the years broken down the self-esteem of many woman, whilst others say that it is of necessity and great importance that men join in on the movement to show their support of things that are right and not to just sit back and watch how things pan out.

Well, I believe that being a feminist in itself isn’t a gender related adjective however it is a gender related war. If this line made you smile, then we think alike. What I’m trying to say in essence is that, both men and women who follow through on the ideology may refer to themselves as feminists.

Kindly tell us what you TINK in the comment section.

Customer in the Data Shadow

DATA THEY SAY IS THE NEW CURRENCY BUT IT STILL CAN’T BUY PEOPLE

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What do I look like to you, a guinea pig or a lab rat? Make your pick because I need to know. Scratch that, truth is, I don’t want to know. It’s just that your marketing strategies are beginning to make me feel like one of either option. Brands and marketers these days are doing the right thing by gathering as much data as possible to fuel their marketing campaigns but they are doing the wrong thing by ignoring the human element – we all want to be touched at some point. Brands make the mistake of trying to be masters at collecting data but ignore the ability to be human therefore treating people like lab rats – if this strategy fails, try the next one, that seems to be the new mantra.

Owing to the speed with which the consumer (not a lab rat or guinea pig) is changing, brands are adopting a more agile framework – design thinking – which helps them change at the same pace the consumer does. However they tend to keep the consumer in the data shadow, this means that brands tend to take the standpoint of addressing the consumer needs as they see it on paper and/or research reports. For example, the fact that there is usually an insane amount of terrible traffic condition in Nigeria doesn’t mean that if you sell a product to them they’ll purchase it but if you can connect to their emotions at that point, you are likely to record a higher amount of sales.

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Therefore, what any brand should do is never to neglect the fact that the customer is first a human being and not a collection of data.

Consumer first (Consumer Centricity), that’s basically what design thinking is about. If you don’t believe me, you could ask Google, Amazon, Apple, and any other successful brand that has employed this strategy.

A Journey Along the Line

OVER THE YEARS THE MARKETING COMMUNICATIONS SPACE HAS BEEN SEPARATED BY LINES BUT THESE DAYS, THOSE LINES ARE BLURRING OUT.

Source: Unsplash

Source: Unsplash

If you are familiar with the marketing communications space, you certainly will be familiar with the terms below the line, through the line, and above the lines. Marketings communications specialists have also had a hard time over the years trying to define this line, so if you seem not to fully understand it, it’s ok, there are professionals who don’t either.

However, this article is neither planned to define the line nor delve into deciphering those three main lines mentioned above but one thing it will do is to bring to your knowledge the new trend in the marketing space that’s blurring this line more than ever.

So, I and a colleague decided to go to various agencies to see if they could define the line by describing to us what they do. What we found out spurred me to write this piece.

We went to an agency who said they are a below the agency and found out that they also claim to have extensive expertise in all other forms of advertising. This wasn’t peculiar to them as the agencies that claimed aficionado in through the line and above the line marketing were doing the same. Right now, every marketing communications company is practicing something a few have begun to call integrated marketing communications as they have realized that they can no longer live independent of one another.

Source: Unsplash

Source: Unsplash

To run a successful marketing campaign you would certainly need to properly execute strategies on any sides of the line. This way you are surely going to achieve top of mind awareness (TOMA). Agencies who have a hard transitioning have their businesses struggle or worse – die.

Before now it all seemed like everyone knew their place on the line until something called digital started, now there has to be a digital strategy otherwise marketing communications may not be as effective as intended. As a result, the competition is no longer about the medium a client chooses to advertise but about the value the marketing strategy or communication seeks to deliver to both the client and the end user.

In my opinion, marketing communication is no longer through, above, or below the line, it has unequivocally become a journey along the line. Advertising ultimately seeks to deliver a new experience to its end user every other time, create awareness, and persuade them to take action.

Selling the African Story

AFRICA FOR AFRICANS, TOLD BY AFRICANS, TO THE REST OF THE WORLD

Source: Pexels

Source: Pexels

Everyone loves a good story.

Whilst the global trend of story selling is very well underway, Africa will be selling the African story the African way, using every channel available. No one can tell our story better than us. Culture is important to us and we will not lose it to those who will choose to tell our stories for us.

“‘Africa Rising’, ‘Afrofuturism’, ‘Afro-optimism’, and the moniker, ‘emerging markets’ or worse, ‘third world’, are all terms that are in recent use to describe the current transformation of Africa in the eyes of the Western world, politically, economically, culturally, etc” – Bizcommunity.

I am glad that the world has begun to take notice of us and we are gradually changing the stories in their minds we incorporate culture into our ads.

Apparently, we tell the best stories.

Planet G

IT IS IMPORTANT YOU KNOW YOUR GENERATION

Source: Pexels

Source: Pexels

If you are a marketer, a brand manager, or an aspiring marketing personnel this article is definitely for you, so read with keen intent, but if you are one of our ardent readers, you need to know the box which these professionals put you in. so let’s begin unboxing the generational box in which you are classified.

First off, let’s start with the trends that define a generation. There are 3 key trends that shape generations, they are:

1. Parenting

Ever noticed how that parents of a particular generation tend to have similar beliefs and characteristics? For example, did your parents ever call you from your room just to come pick up something that was sitting next to them? My parents did that that too.

2. Technology

If your parents are just joining Facebook and beginning to appreciate technology then your parents are in my parent’s generation.

3. Economics

Did your parents tell you how that your country was better back in their days? Yeah my parents do that too.

Source: Bizcommunity

Source: Bizcommunity

What is the definition of a generation?

A generation is a group of people born around the same time and raised around the same place. People in this “birth cohort” exhibit similar characteristics, preferences and values over their lifetime.

There are big differences between the generations.

Generations exhibit similar characteristics – such as communication, shopping and motivational preferences. This is because they experienced similar trends at approximately the same life stage and through similar channels (TV, radio, online etc.). Generation-shaping trends are most influential as people come of age, which means that members of a particular generation will develop and share similar values, beliefs and expectations. It is important to remember that at an individual level, everyone is different. But looking at people through a generational lens offers useful predictability for those trying to reach, inform, or persuade a large cross-section of a population –Bizcommunity.

So now you know… Thank us later.