Marketing Memo: Navigating Turbulent Digital Waters

by ASHLEY MADY, President of Zigazoo Kids

The realm of marketing and content creation is in a perpetual state of flux, with new platforms sprouting constantly and audience attention becoming increasingly fragmented. In this dynamic environment, it’s essential for brands to not only capture but retain their audience’s attention. As a result, several questions arise: how do you choose what platform(s) is right for you? Is flocking to the platform with the most eyeballs always best, or is it about where you can gain the most impressions for your brand quickly, and, in many cases, for the lowest cost? 

In my view, brands that can own their audience, and those that are the first to arrive on a platform and break through the clutter, will continue to win. It’s becoming harder and harder to be everywhere but, now more than ever, it’s critical to meet your fans where they are and everywhere they are. 

At the heart of successful marketing lies the ability to forge deep connections and foster engagement within communities. Simply amassing a large audience serves little purpose if that audience cannot be mobilized to take action. This underscores the distinction between true influencers, who can genuinely engage and mobilize their community, and mere entertainers with a sizable following. In many cases, collaborating with a network of micro-influencers can yield more impactful results, albeit requiring additional effort. 

Most importantly, audiences can discern when something feels inauthentic, forced, or worse: like a paid ad. Thus, the nuances of brand integration and ambassador-like programming are continuing to become more valuable, and I believe we’ll see more of that.

When it comes to reaching kids online, the impending regulatory changes and potential bans on platforms like TikTok underscore the ethical dilemmas faced by brand owners and manufacturers targeting younger demographics. As the marketing landscape evolves, ethical considerations will increasingly influence consumer perceptions and brand loyalty. 

Many platforms and companies currently walk the line, waiting for regulations to force them to make changes. Zigazoo — a social network designed for kids to use safely — has always been at the leading edge. Our platform has been ahead of regulation, and I am proud of our work. We genuinely care about kids and families, and kids need a safe space online. It remains to be seen which companies will uphold ethical standards and which will prioritize short-term gains at the expense of integrity; I for one am watching closely. 

Amidst the ever-evolving marketing landscape, there is a growing demand for safer and more responsible social media platforms. Zigazoo is at the forefront of this movement, committed to ethical marketing practices and algorithms. We are proud to count esteemed companies like DreamWorks Animation, Netflix, Amazon, the NBA, MLB, and Crayola among our partners, all of whom share our dedication to responsible marketing. 

So, what can we expect for the future? Change is the only constant, and content will remain king. Companies that innovate and lead in the digital space, rather than follow, will always have an advantage. Those that lag behind risk failing and missing the key moments to capture the hearts and minds of their fans. 

A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!