Engaging Digital Immigrants And Digital Natives With Tate And Playboy

What happens when you bring together a publisher, a museum institution and a consultant? A lot of talk about engaging customer experiences, content strategy and stand-out social media examples. At the Los Angeles based Digital Marketing Innovation Summit in September, Playboy, Tate and I met to do a panel on “Engaging Digital Immigrants and Digital Natives.”

The panelists were: Maria Pavlou the Digital Communications Officer for Tate (the Tate is an institution that houses the United Kingdom’s national collection of British art, and international modern and contemporary art. It is a network of four art museums), Beatrice Burrows, Digital Marketing Officer for Tate, and Robin Zucker, the SVP of Digital for Playboy.

The panel focused on four areas that include:

  • Omni Channel Advertising
  • Challenges in Creating Content for Different Demographics
  • Social Media Challenges
  • How the Rise of Digital Mobile Marketing Effect Consumer Behavior

We talked at length about how important experiences are when marketing to millennials. For example did you know that 3 in four millennials would prefer to purchase an experience over buying a product? In the panel we also address the difficulty of social media marketing and how to do it well. We provide fun examples of really good content strategies in addition to drawing from our own companies. For example we discuss this GoPro video campaign – a fantastic example of how to inspire and engage.

Tate is doing some very cutting edge work to engage their audiences. Did you know they encourage people to take selfies with the art? They are doing fantastic work with Instagram, Twitter and Facebook–and soon Snapchat.

Playboy magazine is an established brand with a growing digital footprint. Did you know Playboy magazine is an esteemed literary publication having been the seed for many things such as the film Hurt Locker? The film was inspired an article about one of the bomb experts, Sergeant Jeffrey S. Sarver entitled, “The Man in the Bomb Suit,” published in September 2005. Playboy has also published Margaret Atwood one of my all-time favorite literary geniuses. Playboy is a lifestyle brand and publisher that recently made news announcing it will no longer feature nudes in its publication. 

Blake Morgan is a customer experience futurist, author of More Is More, and keynote speaker. Sign up for her weekly newsletter here. Go farther and create knock your socks-off customer experiences in your organization by enrolling in her new Customer Experience School.

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