Ignite 2019 was a success with nearly 250 attendees and 8 great speakers sharing their insights from both academia and the business world! The conference theme “Marketing to Generations: Why Does it Matter” was a conduit for both statistical analysis and marketing strategy which lead to a series of engaging Q&A. The day-long demonstrated the links between the academic and business worlds.
Our top three takeaways from a day of insightful content:
- iGen, or Generation Z, is significantly different from its Millennial predecessor. Jean Twenge’s deep dive into the longitudinal data clearly showed where generational lines are established. Connecting with the latest generation may have big consequences for marketers trying to succeed in the market. The good news is that Generation Z appears to be more accepting of marketing messages, if the content is engaging.
- Content should be made for the channel it is being communicated through. Both Linh Peters from Starbucks and Courtney Carlson from Under Armour stressed the need for unique content based on channel. However, they also reiterated that overall marketing strategy and branding needs to be cohesive across platforms. This can be a difficult task for companies with fewer resources.
- Business problems are not generational problems. Often companies associate a problem with a specific generation as highlighted by Amee McDonald and David Hopkins’ talks about two very different industries. Robbie McCawley from EA spoke about using generations as a lens to consider when developing a marketing strategy, but not the defining factor in how to go to market.
YA would like to congratulate Steve Goodyear, Ashley Beukelman and the team at the University of Minnesota, Carlson School of Management for hosting such a successful event. Additionally, we would like to recognize Tracey Kurschner and Roxanne Kidder for their dedication and hard work.
Finally, we’d like to highlight the sponsors that ensured this great content could be shared with marketing professionals from across the country.
- MPLS Downtown Council
- Datamark Incorporated
- Executive Education at the Carlson School of Management
- Minnesota Public Radio
- Minneapolis/St. Paul Business Journal
Kevin Palmstein is a Vice President of Product, Alliances and Marketing at YA.