Digital marketing professionals and entrepreneurs from across the capital came together last week (July 16) to discuss and learn more about one of the industry’s hottest topics of today, at a dedicated event hosted by digital-agency Rawnet.

The ‘Write the Future’ session, which was held at East End-based co-working space Launch22, explored how small businesses and growing brands can best engage with the lucrative demographics online, and where exactly the opportunities lie.

Speakers on the evening included Jude Brooks, a digital specialist and freelance marketing consultant, who has previously led campaigns for Tesco and Coca-Cola, and Hollie Bennett, PlayStation UK’s digital and community manager. The talk was led by the agency’s very own digital strategist, Greg Rudman. 

Brooks shared with guests her expertise and advice on how brands should be tailoring their campaigns to target the millennial generations; how to tick the boxes of what the generation demand from content; how they can best communicate with them; and where the value lies in keeping campaigns and strategies simple and shareable.
Bennett shared her insights on how PlayStation caters to its audience’s demand for pre-made digital communities. Drawing on examples of its strategies to build dedicated communities via its social media channels, predominantly through YouTube, she outlined how the technology company’s online has dramatically increased over recent time on a budget.

The ‘focal audience’

Reflecting on the event, Greg Rudman said: “Millennials have fast become the focal audience and subject for discussion over the past year. There has been a lot of research surrounding the Millennial generation, especially around how to market to them effectively – though there is a disconnect between communicating with them, and engaging with them and keeping them happy.

“In reality, securing this ‘buy in’ can be simple and effective, and getting in to the mind set of this generation isn’t an impossible task. However, it requires strategy, some careful planning, and an understanding of how you can make clever, simple content that Millennials will enjoy. Recognising and responding to what they want doesn’t have to cost the world, which is a common misconception – and done right, the return-on-investment can be huge.”

Adam Smith, founder and managing director of Rawnet, added: “We really enjoyed seeing so many people from London’s professional digital network join us at the event. Our ‘Write the Future’ sessions are growing in momentum and we would like to thank everyone who joined us on the evening for coming down. We look forward to seeing them again at the next instalment of Write the Future later this year.”