{"id":7165,"date":"2022-11-11T09:57:11","date_gmt":"2022-11-11T09:57:11","guid":{"rendered":"https:\/\/intch.org\/blog\/?p=7165"},"modified":"2025-03-07T09:03:47","modified_gmt":"2025-03-07T09:03:47","slug":"the-power-of-community-how-marketing-has-changed","status":"publish","type":"post","link":"https:\/\/intch.org\/blog\/the-power-of-community-how-marketing-has-changed\/","title":{"rendered":"The Power of Community \u2014 How Marketing Has Changed"},"content":{"rendered":"

We keep sharing the highlights from <\/span>Web Summit 2022<\/span><\/a> \u2013 one of the largest events in tech that brought together over 70,000 people in Lisbon. Next up \u2013 our takeaways from the keynote speech of Gali Arnon, CMO of <\/span>Fiverr,<\/span><\/a> one of the largest platforms for freelancers. In her speech, Gali shared her thoughts on how marketing has changed in the past 20+ years \u2013 and how anyone in marketing can learn how to move forward.\u00a0<\/span><\/p>\n

About 20 years ago, marketing was very straightforward, and it was mostly broadcasted via television. Most families gathered around their TV sets and watched the same shows during prime time. The commercials shown during those slots cost a fortune, got the most views and the creativity of those ads was measured by panels of experts at festivals like Cannes Lions. But since then, many things have changed \u2013 and marketing teams have to take these changes into consideration to stay relevant and move forward.<\/span><\/p>\n

\n
\n \n Intch App \u2013 Your Chief Networking Officer<\/span>\n Try it<\/a>\n <\/div><\/div><\/div>\n

According to Gali, there were 5 significant shifts<\/strong> that every marketing team needs to be aware of:\u00a0<\/span><\/p>\n

No more \u201cone screen\u201d approach<\/strong><\/h2>\n

Instead of watching content that is streamed on TV with a \u201ctop-down\u201d approach, we now have a variety of information channels and devices to choose from. Social media, news outlets, streaming platforms \u2013 the production of content is increasing, while we all still have only 24 hours in a day. More than that, consumers don\u2019t only watch content \u2013 they also create it<\/strong>. So, brands are not only competing with other brands for attention in social media feeds \u2013 they are also competing with friends, family and loved ones. Tough competition, right? <\/span><\/p>\n

Consumers are very picky about what to spend their time on \u2013 and if they don\u2019t like something, they will be vocal about it. Brands used to be unreachable behind the TV screens but the \u201cReply\u201d button has changed the rules of the game. Now the consumers decide whether or not something is funny, creative or popular \u2013 the power has shifted and is now in the hands of the community. This means that brands will have to listen closely to their audience to stay relevant.\u00a0<\/span><\/p>\n

Gen Z are the new consumers<\/strong>\u00a0<\/span><\/h2>\n

Gen Z, the most controversial of all generations, is the fastest growing in terms of economic power. So, if they\u2019re not your target audience right now \u2013 chances are they will be in just a few years, and if you\u2019re in marketing, you need to know what motivates them.<\/span><\/p>\n

\"Gen<\/p>\n

In terms of motivation to buy something, Generation Z (people born between 1996 to 2010) are very different from baby boomers and even millennials. Here are some traits of their economic behavior:\u00a0<\/span><\/p>\n