MARCH - 2023MARTECHOUTLOOK.COM8IN MY OPI N IONCulture is moving faster and faster. Every day marketers are deciphering new scenes, memes, and dances by TikTok teens. As we hustle to keep up and constantly refresh, I think it's a good idea for marketers to dig deeper on certain concepts and buzzwords we've been using to talk about reaching and connecting with people and reframe how we might think about them today and in the future.AUDIENCE AND COMMUNITY"Know your audience" is something we've all heard and said a lot in our careers. But depending on your marketing objectives­and to be honest your budget as well­an audience may be too big a target to be effective. The word audience also evokes a group of people sitting patiently waiting to hear what your brand has to say, which as we know is not the case in a very distracting media landscape.I encourage you to think about engaging communities as much as reaching audiences. The interconnectivity of various media and social platforms now allows communities to grow their relevance through their interests. When we started the Game Better with Butterfinger effort I thought "Gamers" was the audience we were looking to reach. But I quickly learned that gaming is really an activity that many different communities engage in, and that we'd get better results the more specific we get with those communities. Instead of solely trying to reach an audience of gamers through big conventions and preroll buys on Twitch and TO KEEP UP WITH CULTURE, RETHINK AND REFRAME EXISTING MARKETING CONCEPTSBy Miguel Zorrilla, Senior Marketing Director, Butterfinger, FerreroMiguel Zorrilla
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