I’m joining advertising, marketing, and digital professionals from around the world (virtually, of course) to learn about — and define — the future of connecting brands with consumers at Zee MELT 2020. As marketers, we’ve never needed expert advice more as we all continue to shift our strategies to keep up with the changing demands of customers in the COVID-19 era. I’m thrilled to be in great company and to learn as much as I teach at this event — and I hope you’ll tune in – Zee MELT (September 3 &4).
I’ll be talking about the emergence of Tribes, the advance of cultural segmentation and the pivotal importance of mass individualization. Global interactive platforms such as TikTok may strike a chord with younger audiences. But, as I point out, they miss the opportunity to drive hyper-local content and shape tight-knit transnational communities united by culture and a craving for authentic connection. Drawing from exclusive interviews and insights from experts at Reddit, Kantar, CleverTap and Kumu, I outline the “rules of engagement” for brands seeking to drive authentic connection with communities united by passion, not demographics. I hope you will join me — and a roster of other exciting speakers like Rory Sutherland, Vice Chairman, Ogilvy, UK; Sir Martin Sorrell, Founder & Executive Chairman, S4 Capital; Beth Ann Kaminkow, Global CEO, Geometry; Fernando Machado, Global CMO, Restaurant Brands International — to explore the future of marketing and connecting with customers whose needs and wants are shifting in unexpected ways.