Why This Matters to Me - The Past
I always felt like I had to chase masculinity. I never quite knew what people meant when they said, “be a man.” Masculinity has taken on so many different phases and meanings for me that the definition is as elusive as it is camouflaged.
First, it was “men are smart.” Next, it was “men are strong.” Then, “men dress well.” Finally, “a man always provides.” It dawned on me that I didn’t imagine any of these phases on my own — they are a product of culture, as we all are. Maybe eMarketer was right. Perhaps the Great Recession triggered an identity shift away from a straightforward career path and the ability to be a breadwinner.
Men my age are experiencing emerging adulthood in the #MeToo era. Manhood has traditionally found its meaning in its relationship to womanhood. And right now, popular culture is pointing out that we’ve had it all wrong for a while. On one hand, we’ve got this tug-of-war of knowing what it means to “be a man,” and moving away from traditional gender roles and trying to balance adult life in the other.
A little while ago, I found a great brand via a sponsored Instagram post — they had a perfect slideshow of their products, clearly tailored to follow Instagram’s format. The copy quickly drove me to their site, and they’re clearly a cool, web-savvy brand that knows how to hit all the marks. Knowing I might not come across this brand again or soon forget about it, I signed up for their emails so I could get sale or new-customer announcements. So far, so good.
Then the email comes. It’s one single image. It has at least one CAN-SPAM violation. The language is spam-filter bait.
Not so savvy after all.
As an email marketer, it makes me wonder: why do brands treat email like it’s less important than their social media? Why doesn’t it matter to them to do email right? Why do so many brands make this mistake, and what are they missing out on when they do?
Here’s a tough pill to swallow: If you’re treating diversity as a juice rather than a sauce, you’re already on the hit list for Gen Zers.
These internet baddies — born in 1995 and later — are quickly leaving the crib and entering
crippling student debt the workforce. By 2022, they will make up roughly 25 percent of the workforce around the world. That means companies must learn how to attract and connect with this newer generation — or risk being overlooked in the competitive job market.
It’s a known fact that Gen Zs are price conscious, purpose driven and globally minded. They care more about human rights, equality and diversity than any other generation. So how can companies infuse their workplaces with the secret sauce that appeals to Gen Z?
There are a lot of ways to be more productive at work — Pareto Principle, GTD, Tim Ferris and his Four-Hour Workweek...
And I’m sure they are all good. They tout getting more done, being happier at work, being a killer at work, etc.
OK, so I made that last one up. But whatever your methodology dujour, I’m betting you get too much email. There is a digital spigot on every device you own and it’s ding-ding-dinging you into a mental frenzy.
Third-party data is a marketer’s best frenemy. On the one hand, knowing more about customers helps us connect great products to the people who need them. On the other, it can be, well… a little creepy. Thankfully, Facebook is taking steps to solve that with its new adjustments to targeting options.
But the end of detailed targeting on Facebook doesn’t mean the end of great marketing. The best campaigns don’t need to invade anyone’s privacy to be effective. Check out our rundown of Facebook’s targeting changes and our tips on how to navigate them.