May 22, 2022

Digital Marketing Education

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How brands can stoke “digital campfires”


Millennial and Generation Z internet users are shifting away from select social platforms and marketers can increase their odds of reaching them by shifting their approach and focusing on “digital campfires” such as private messaging, micro-communities such as Facebook Groups and Instagram Stories’ close friend feature and shared experiences on sites such as Twitch and Fortnite, writes SW Projects’ Sara Wilson. These efforts require “more groundwork and more careful tending,” but “could potentially have big payoffs for brands in terms of loyalty, retention, and long-term love,” she writes.

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