Blame Gen Z for breaking your funnel

Media People Newsletter
Written and curated by Victor Genova · March 22, 2024 · Issue #6

Welcome to the sixth issue of the Media People Newsletter. Subscribe here if you haven’t already. In this issue:

• Ian Dallimore from Lamar Advertising stops by the podcast

• Vogue Business claims Gen Z broke the marketing funnel

• A Gen Z marketer explains what Vogue Business got wrong

• From the Media People Podcast archives: Authentic Leadership Coaching CEO & Founder, Kristine Lyrette [2021]

Episode 94 with Ian Dallimore—Lamar Advertising VP of Digital Growth, is LIVE! We chat:

• Growing up in New Orleans

• Pivoting from medicine to marketing 

• Managing marketing for minor league baseball teams

• Why Michael Jordan is the GOAT

• His career with Lamar Advertising

Available on Spotify, Apple Podcasts, YouTube, and online at mediapeople.ca.

Did ‘Gen Z’ Break the Marketing Funnel?

We're at the intersection of entertainment and commerce. Content focused on product is thriving, while it’s difficult to imagine a successful brand that isn’t in some way supported by content. This runs counter to the traditional marketing funnel, which according to Vogue Business, has been smashed to pieces by Gen Z. It’s an in-depth look at the connection between social media, commerce, and a generation that shops differently from others. Don’t worry Millennials, you also shoulder some of the credit/blame.

The [Marketing] Empire Strikes Back!

BUT NOT SO FAST GLOSSY MAGAZINE! The r/marketing sub-reddit is calling you out! This is what I love about Reddit and why I encourage students to join the platform. A Redditor going by the screen name u/lazymentors also happens to be tracking Gen Z buying habits, and challenges Vogue Business’ research with this response. The author argues that everyone uses social media for inspiration, brand loyalty is true—until those brands start raising prices, Gen Z’s influencer trust is declining, and that Gen Z & brands fuel social media rather than using it to connect with each other. Additional topics are covered but the overall response is ‘I’m a marketer tracking Gen Z data & trends and found many mistakes in the Vogue Business article’.

From the Media People Podcast Archives: Authentic Leadership Coaching CEO & Founder, Kristine Lyrette [2021]

Leadership jobs are some of, if not the most sought-after roles. But stop me if you’ve heard this, it can be lonely at the top. And even leaders need an experienced person to lean on. This is the gap Kristine Lyrette aims to fill.

Kristine is the founder of Authentic Leadership Coaching—a company that helps leaders become better at what they do.

With an HR diploma from Confederation College in hand, a career in media didn’t seem like an obvious path at the time. But an opportunity to join Due North as a media assistant changed that. Kristine excelled at media buying and planning, and parlayed her experience at Due North into senior roles at Cancom Entertainment Group, Deutch LA, and OMD.

She joined Zenith as their Executive Vice-President, and moved into the role of President when the opportunity presented itself.

Kristine has worked with an impressive roster of clients that include the likes of Apple, Rogers, and Mitsubishi Motors, to name a few.

She’s taken all that experience and returned to her HR management roots with Authentic Leadership Coaching. The episode originally aired in September of 2021.

Available on Spotify, Apple Podcasts, YouTube, and online at mediapeople.ca