In today's world, where information and content continue to proliferate and people's interests and concerns diversify, marketing terms symbolizing the changing times are gaining attention. These include the "attention economy," which places value on how well you can capture people's attention, and "niche consumption," a specialized consumption behavior spreading primarily among Generation Z. To develop effective marketing strategies, it's essential to stay well-informed about the latest market trends through these trending terms. This article highlights five trending words you should know now.
The " Attention Economy " where capturing interest holds value
Due to the prolonged stay-at-home measures during the COVID-19 pandemic, internet and social media usage has surged. This has intensified the trend of the "Attention Economy" in article content and promotional activities. The Attention Economy refers to a state where, amidst the massive flow of information and content, capturing people's limited attention itself holds value. Advertisers and marketers are required to implement various strategies, such as designing eye-catching video thumbnails or news article titles, to encourage users to click. While these efforts bring benefits like increased page views and advertising revenue, there are also concerns that excessive focus on this can lead to a decline in content quality. It is crucial to adopt balanced strategies to avoid reducing the competition for attention to a mere scramble.
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The Front Lines of Consumer Behavior: What is " Community-Based Consumption " Spreading Among Gen Z?
Generation Z, who interact with smartphones and social media daily and use them with ease. The term "community-based consumption," representing the decentralization and diversification of consumption, is gaining attention as a word characterizing their spending habits. Often called digital natives, Gen Zers engage with diverse media and follow various influencers. Insights are no longer uniform; it's common for members of the same generation to have different favorite celebrities or to be completely unaware of certain figures. Rather than seeking mass appeal, they prioritize things shared within deep, narrow communities. This leads to distinct trends forming within specific "communities." Future marketing will likely require understanding this psychology and adopting more finely segmented strategies.
Articles related to niche consumption covered in Dentsu-ho are here
The Catalyst for the Creator Economy? Focus on " Social Tokens "
With the rise of Web3.0, we're hearing more about "XX tokens." This time, we'll introduce "social tokens." Social tokens are primarily used within DAOs (Decentralized Autonomous Organizations) and function as proof of membership within a community. Their value increases as the number of "supporters," such as community members, grows. Recently, creators have also started issuing social tokens individually to monetize their work. Issued tokens can be used for access to premium content or voting rights regarding the work. For fans, this creates a new mechanism to receive benefits while directly supporting creators, and it is expected to contribute to the future development of the creator economy. Although the market is still underdeveloped, it's worth keeping an eye on as a new economic model.
Articles related to social tokens covered by Dentsu-ho can be found here
Are There Different Types of NFTs? Understanding the Difference Between " On-Chain " and " Off-Chain "
Did you know that NFTs, inextricably linked to Web3.0, come in several types? While many think of NFTs as being traded on the blockchain, that's what's called "on-chain." On the other hand, processing that doesn't leave transaction records on the blockchain is "off-chain." Transactions are recorded in an internal database, and only the final result is recorded on the blockchain. On-chain transactions are highly reliable and resistant to tampering, but they suffer from scalability issues. For instance, they are not suited for cryptocurrency transactions, which involve countless processes per second. Off-chain transactions compensate for this with superior processing speed and flexibility. Therefore, combining both approaches is effective. As the NFT market is expected to continue expanding, it's essential to deepen your understanding of these concepts.
Articles related to on-chain/off-chain covered by Dentsu-ho can be found here
Improving Advertising Effectiveness: Reaching Customers Through " Retail Media "
"Retail Media" refers to the proprietary media (advertising platforms) operated by retailers. Digital signage installed in stores like convenience stores is a prime example, but it also includes banner ads on their own e-commerce sites and ad delivery via apps. It not only provides retailers with a new revenue stream, but also offers advertisers the advantage of highly accurate ad delivery based on retailers' vast, real-time sales data. Furthermore, for customers, it increases opportunities to see product recommendations tailored to their preferences in-store and on e-commerce sites. As consumer behavior grows more complex and marketing requires increasingly granular targeting, this approach is gaining attention as a powerful strategy for this era.
Articles related to Retail Media covered by Dentsu-ho can be found here
This month, alongside marketing-related terms, we also introduced trending words essential for enhancing your understanding of Web3.0, such as social tokens and on-chain/off-chain. In an era where needs are becoming increasingly complex and value is being found in previously overlooked areas, technologies related to Web3.0, led by NFTs, may further accelerate this trend.
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