FIGARODIGITAL.CO.UK
constantly. The newest generation of consumers has a totally
The last decade has been a period of unprecedented change, with platforms and marketing techniques evolving
F
igaro Digital caught up with Liam Harrington, CEO, UNILAD – one of the most prominent content
platforms in social media – about how at just 25 he is perfectly placed to reach an audience of his peers.
Reaching A New Generation Of Consumers
“To be honest, a lot of it is just about listening.” Harrington explains. “It’s about opening your ears and accepting the fact that there is someone out there who is much, much younger than you who knows more about that audience, and a bit more about how to reach that demographic. That’s what a lot of seasoned marketers get wrong." Millenials and Generation Y have
grown up around an ever-updating world of social media and web content. “That’s how they want to read, how they want to view and how they want to consume, they want it really digestible. The same goes for marketing content, you want to have it as engaging and as consumer friendly as possible, and crucially you don’t want it shoved down your throat. So all of these young people around now like myself, and all you often see, they’re all specialists, and they’re all engaging their own personal audience. They know how to get someone to like, comment and share, and seasoned marketers need to work with people like them,” says Harrington. But it’s not just a matter of working
and hoping for the best. Each age band, in Harrington’s opinion, has its own specialty and knows how to reach its peers. Even he considers himself too old to be running UNILAD’s Snapchat and Instagram platforms, and has a 21 demographics that consume the most on those platforms are in that age group. I don’t know the perfect way of engaging with people on [it],” he
40 issue 29 winter 2016
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
