COVID-19 has “changed almost everything” that marketers need to consider for strategy development, according to Patrick Kemp.
“It's hard to imagine something that it hasn't changed,” the senior manager/marketing science research at Snap Inc., the owner of messaging app Snapchat, argued in a session at the Advertising Research Foundation’s (ARF) 2020 SHOPPERxSCIENCE online event.
“And this includes how the world's youngest consumers, Gen Z and millennials, are purchasing and consuming media, products and services.”
Snapchat’s audience of 238 million active daily users - which incorporates 90 million people in North America - traditionally has skewed toward these cohorts, making it...