I’m a millennial and I find some of the preferences ascribed to my generation suspect and baffling. The obsession with true crime podcasts, for instance, or the rejection of cereal as ‘inconvenient’. But the trope that millennials prefer experiences to stuff, I accept has legs. It bears out in polls (e.g. 72% of millennials prefer spending money on experiences) and in spending patterns.
Seventeen years ago I wanted to kill myself and no one knew it. On the outside, everything seemed perfect. Even those closest to me thought it was. Successful chiropractic business, living in Santa Barbara, California, engaged to someone who others thought was the “perfect person” for me. Based on the outward appearance, I should have been happy. But I wasn’t. Every morning, after my fiancé would leave for work, I would lie in bed and cry.
Trevor Beattie – the man behind Wonderbra’s famous ‘Hello Boys’ poster – called it back in 2013. Well, almost. Speaking to the Guardian at Advertising Week Europe, the BMB co-founder said:‘I'm announcing the death of the 30-second TV ad – it is too long, it is bullshit. Five seconds is the right length...’Alas, it seems that the media has judged six-seconds (the format championed by YouTube) the right length for an ad in the post attention-span age.
I almost never make predictions. I have enough trouble trying to understand things that have already happened. But I feel fairly sure that 'decentralised' will be the most misused word in marketing in 2018.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".