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FuturistU > Marketing > Marketing in the Crisis of Authenticity > Module 3 / 4

Marketing Through Instant Gratification

Instructor: Gil Haddi
Brand Authenticity
Download the Brand Authenticity Trend Report
Today’s consumers have shorter attention spans than ever before, so if your message doesn’t give them the instant gratification they’ve come to expect from brands, you’re going to get skipped. Gen Z, which accounts for 40% of all consumers, also comprises the majority of the Skip Generation, known for flipping past video content without a second thought. Paying for non-skippable content is not the answer, as this only serves to break consumer trust and interest.

Instead, this module focuses on the 5 key tactics in every marketer’s toolbox that will help stop the Skip Generation from skipping over you. These are 5 tactics already in your arsenal that will give you a leg up in creating brand appeal within today’s internet culture and fulfill the growing desire for instant gratification.
Related Trend Report: Brand Authenticity
Workshop Question:
If you had to distill your brand story or persona into 6 seconds, what would the most interesting part of your message be?
Get the 2024 Trend Report FREE

Featured Insights

Promotional 8-Bit
Brands launch 8-bit games that highlight particular features or programs
Trend - A number of brands have recently launched interactive campaigns in the form of 8-bit video games that serve to educate individuals on brand developments and leave a lasting impression. The use of 8-bit games as promotional content can be seen across a number of industries including grocery stores, hotels, and TV series.
Workshop Question - What retro tech experiences can you co-opt in order to create a memorable interactive campaign?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Mockery
Brands poke fun at their rivals in bolder, call-out strategies
Trend - Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. These examples speak to the evolution of brand identities and willingness to take risks when it comes to consumer communication and messaging in the public space.
Workshop Question - What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rewarded Action
Brands are requiring customers to participate in tasks before they are rewarded
Trend - Brands are encouraging consumers to participate in various tasks and experience before they are granted access to the products and services being featured. This type of action diverts the consumer's attention from being "sold to," to being interacted with. Furthermore, it highlights a shift toward the "attention economy," wherein experience is as valuable as money.
Workshop Question - How could your brand better utilize the attention economy?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
ASMR Campaigning
The popularity of ASMR has resulted in its adoption into brands' campaigns
Trend - The popularity of 'autonomous sensory meridian response" (or ASMR) on social media has remained pervasive, and brands are taking note of the consumer interest in such videos by creating ads that mimic the same sensorial responses. Incorporating ASMR into commercials allows for brands to connect with what's now familiar to consumers, but via unlikely platforms that have a history of "playing it safe."
Workshop Question - Conceptualize an ASMR-based commercial for one of your products/services.
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Cookbook
Brands both within and outside the food industry release their own cookbooks
Trend - The interactive nature of the cookbook has led to companies branching out and releasing their own, all of which are based on the products they already offer. This distinct marketing tactic allows for brands to showcase the diversity of their product range, while offering consumers a collector's item that keeps the brand top of mind.
Workshop Question - Conceptualize an interactive book that your brand could use as a promotional tool.
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Quest
Revamped scavenger hunts let consumers participate in immersive brand adventures
Implications - Consumers desiring out-of-home experiences turn to brand-made games like scavenger hunts to connect more deeply with companies. Including up-leveled scavenger hunts to find physical objects, or augmented reality-based app games, consumers are reliving nostalgic games from their childhood in a modern setting. This unique marketing strategy can play an effective role in a brand’s overall image and engage consumers for extended periods of time.
Workshop Question - How can your brand play a role in your consumer's leisure and play time?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Episodic Campaign
Video ads create dramatic narratives to engage consumers
Implications - Utilizing the drama, intrigue and plot techniques often associated with feature films and binge-worthy TV shows, commercials are ramping up production value to capture the hearts and minds of consumers. By engaging consumer's emotions and piquing their curiosity, advertisers are generating excitement around featured brands through association, keeping intrigued consumers coming back for more. Episodic style marketing also serves to present products and brands more organically to the consumer, mimicking the method of casual product placement.
Workshop Question - What larger narrative could you create around your brand and offerings?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Shoppable Short
Shoppable short-form video content enhances digital shopping experiences
Trend - Shoppable short-form video content and ads are becoming increasingly prominent digital strategies among brands across industries. This content merges traditional ads with modern tech habits--offering customers more engaging and convenient forms of online shopping.
Workshop Question - How could your brand more effectively engage customers with its online experiences?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Game
Brands launch game-based experiences in the metaverse
Trend - The virtual interactivity that's possible in the metaverse has made it the perfect space for brands to create experiences that are based in or aligned with games. These branded metaverse-based games familiarize consumers with brands' products while prioritizing experience.
Workshop Question - What type of interactive gaming experience could your brand develop to better engage with its customers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AR Package
Brands incorporate augmented reality-based gaming into product packaging
Trend - Augmented reality functions in product packaging typically educate consumers on the product or business, but brands are now becoming more creative with packaging that incorporates AR-based games for customers to enjoy.
Workshop Question - How could your brand create more interactive digital experiences for its customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Interactive Branding
Companies are making new products accessible with interactive experiences
Trend - Brands across various industries are finding new ways to introduce their products to consumers through interactive experiences and product workshops. These events make new products more accessible and less daunting to consumers as they provide product knowledge through hands-on learning.
Workshop Question - What resources can your company offer to increase brand and product knowledge?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends