Making Connections Count

Making Connections Count

Several nights ago, the end of an era was marked for American television viewers, when Mad Men aired its final episode. The finale’s title, “Person to Person,” refers to numerous operator-assisted phone calls that happen over the course of the hour; but also, more symbolically, to Don Draper’s attempt to find personal connection.

Personal connection. It’s something that everyone strives for, in one way or another; and in today’s digital world, “personal connection” is something that has become more and more fundamental. As people exploring creative new ways to connect with each other, we’re living in a fortunate time! Even more so, for today’s marketers and advertisers — as technology continues breaking new ground and fashions new methods that allow consumers to be involved with brands on an instant basis.

The 1960s is often referred as the “creative revolution” in advertising history. (During that time, advertising shifted away from the 50s tactic of enticing potential customers through market research. Instead, the 60s brought more importance on creatively using humor, sex, and catchy slogans to charm consumers.) While we are no longer living in a “Mad Men-esque” advertising/marketing climate (and the modern world has become a very different place — culturally, technologically, etcetera), we exist in a revolution all our own. We’re living in a digital revolution that’s booming with channels for personal connection — most of all, through smartphones, tablets, and other “screened” devices. One could say we’re the “Screen Generation.”

Moreover, one could say that we’re in “the beginning of an era.” (See what I did there, fellow Mad Men fans?) As the Screen Generation continues to evolve — which it inevitably will — marketers must be adaptable. Here’s our approach, towards connecting with the Screen Generation:

  • Be diverse. We understand where to reach women, particularly of the Screen Generation. The key is to shape branded content that effectively lends itself to any screen, any device; and make brand messages shine.
  • Be strategic. We know what makes women tick and strategically place content where it will be the most impactful.
  • Be invested in people.

However you choose to personally connect, make it count.

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