The US Army has struggled to get recruits. Its new marketing heads explain how the military will target Gen Z with personalized, data-driven ads.
last year for the first time since 2005 and reached its 2019 goals only after reducing its target by 8,500. According to the Army's new heads of marketing, this is because the organization has failed to prove its relevance to young Americans.more than $35 million in wasted spending
Fink cited recent surveys which found that 50% of Gen Z know little to nothing about military service and that messages focused on the idea of defending the US "only appeal to about 10%" of the public. He said his goal is to emphasize the Army's relevance to young people by emphasizing career opportunities in areas like drones, aviation, medicine, and cybersecurity, as opposed to older ads that emphasized combat.
Wardynski said the new approach is modeled in part on America's Army, a series of first-person shooter games whose launch he oversaw in 2002. The project remains one of the Army's most successful marketing efforts, attracting more than 14 million total users, Wardnyski said. The new entity, Office of the Chief Army Enterprise Marketing, will employ more data scientists drawn from different branches of the armed forces — a significant change from past marketing teams that primarily consisted of public affairs officers "more attuned to the art of the word than the art of the data," Wardynski said.
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