The past few days I have been watching the O'Reilly Web 2.0 Summit 2010 videos on YouTube. I have seen many videos and heard about many new ideas that have sparked my interest and made me excited about the future.
Many of the videos caught my attention, but one did in particular. Katherine Savitt presented a topic called "Gen Z: The Age of the Curator." This is the first I have heard about the newest generation born from 1992-2010. Miss Savitt mentioned numerous figures, all of which were intriguing, but the most thought-provoking ideas appeared when she mentioned the three behaviors of this generation: share, express, and consume.
Personally, I enjoy sharing interesting and relevant information on Facebook and through email, but Gen Z seems to be even more share-oriented. This has great implications for marketers. The best (or the worst) ideas will be shared online, while everything else will be left behind. This generation also enjoys creating their own works and these amateur productions can have more influence than million-dollar marketing campaign. Traditional marketing is still very important, but these truths must be remembered when developing a new marketing campaign.
Gen Z's tendency to express their true opinions also will affect future marketing. Miss Savitt mentions that there is no hiding from this generation and if any product or service is not up to quality, this generation will let people know. If Gen Zers enjoy a brand, the amount of exposure could be more than any marketing campaign could provide. This generation's ability to consume information also will have a large impact on marketing. Consumers tend to listen to their peers, and especially with this generation. Making a product or service that Gen Zers will consume and enjoy, and thus share, will be the key to succeeding in the near future.
Aaron Roecker
Dealing with International Law
A recent article on MSN explained an idea that I need to consider when I enter the global arena. A judge in Brazil ordered that McDonald's must pay a former manager $17, 500. The employee gained 65 pounds after working at the restaurant for 12 years.
I am currently in a business law class that explains the complexity of U.S. laws, but when a company also goes global it must take into account the laws of countries where business is done. In this specific case, the ruling could open the door for more lawsuits. If rulings continue to go against McDonald's their entire strategy in Brazil could change. It will be interesting to see how McDonald's responds to this and how it progresses over the next few months.
When I work overseas, I need to consider the legal issues and future and present legal climate. No country stays the same for very long, so I must have a strategy that is adaptable for different circumstances. It is never too early for a global marketer to develop contingency strategies. It is important to keep a constant message concerning a product or service, yet how it is advertised might change based on legal requirements. As this article shows, the global environment provides a challenge to companies but these challenges should create new and innovate ideas
Aaron Roecker
I am currently in a business law class that explains the complexity of U.S. laws, but when a company also goes global it must take into account the laws of countries where business is done. In this specific case, the ruling could open the door for more lawsuits. If rulings continue to go against McDonald's their entire strategy in Brazil could change. It will be interesting to see how McDonald's responds to this and how it progresses over the next few months.
When I work overseas, I need to consider the legal issues and future and present legal climate. No country stays the same for very long, so I must have a strategy that is adaptable for different circumstances. It is never too early for a global marketer to develop contingency strategies. It is important to keep a constant message concerning a product or service, yet how it is advertised might change based on legal requirements. As this article shows, the global environment provides a challenge to companies but these challenges should create new and innovate ideas
Aaron Roecker
