Tim McMullen

Heather Fletcher is senior content editor with Target Marketing.

Say hello to your next target audience: Generation Z—new kids on the block who are coming into their own and influencing the bottom lines of countless businesses. This is a group that can no longer be ignored. Born between 1995 and 2010, this 65-million-strong generation already has access to about $43 billion annually and influences another $150 billion in family spending.

Find the brand's "sharp corners," then find the sharp corners for the customers who love the brand and marketers will realize increased revenue, says Tim McMullen. The founder of Nashville-based marketing agency redpepper spoke about how to "Think Like a Marketing Scientist" yesterday morning during his popular 2014 Integrated Marketing Virtual Conference and Expo session. "Most brands try to represent too many things to too many people," he says.

Join Tim McMullen for a dive into the lab of a marketing scientist and learn how a culture of experimentation can pay off big time for your brand, including how to: develop a more flexible and experimental marketing plan that can keep up with today's technology and trends and successfully intersect with your audience across channels and devices.

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