Specials

Expectations from the brand and marketing industry in 2019

Brands have become smarter about the content they publish on various platforms

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MUMBAI: The world of marketing is perpetually changing with constant innovative practices in the field of social media and automated ad tech. As broad-brush marketing techniques have dwindled, brands are battling to maintain their originality and meet customer expectations in an ever-evolving technologically advanced world. From multimedia content creation to influencer marketing, 2018 saw some excellent marketing trends adapted by brands across various verticals.

The next big leap is the application of artificial intelligence and voice search for personalised advertisements and better data analytics. AI and voice searches have grown from niche to buzzword to mainstream and brands are entailed to incorporate them in their marketing strategies.

With numerous emerging trends, the B2B marketing landscape has become more competitive. From email marketing to landing pages and content recommendations, personalisation isn't limited for B2C brands anymore. What a brand stands for has become very relevant for B2B organisations as well. Companies working in B2B space now understand how content outreach and online advertising can help them strengthen their customer base and create brand awareness. However, they are still in transit to use more digital tactics to drive ROI and growth. Marketers are continuously looking for more exciting ways of story-telling and more innovative content formats to lure their B2B prospects.

Advertisements are no longer the pool for the same kind of talent. Brands have gotten smarter about the content they publish on various platforms. They know that to allure a better reaction from the audiences, they need to give an experience tailored according to consumers' dialect.  Everything brands do, need to help them achieve their goal, target their ideal audience and get the most out of the content as possible.

Ephemeral content and stories have soared in popularity as they display quick content with different features such as polls, GIFS, boomerangs, etc. Viewership of digital videos, both on over-the-top and social platforms, continues to be more captivating than television. Besides, with brands investing in influencer marketing, Instagram and Snapchat are increasingly gaining ground. Mobile spending across all the sectors has increased because it provides more targeted ad campaigns.

With new marketing trends continuing to evolve, the pressure on marketers for optimising the digital strategies has increased. Advertisers want to engage consumers with more relevant content and thus, are spending on platforms providing a direct and real-time connection with the consumers. Communicating with customers on a one-to-one basis encourages them to engage more with a brand's product or service.

Team Pumpkin has grown well and healthy in terms of revenue and bagging new clients in 2018. The New Year is looking more promising. I believe that we need to connect deeply with other people, not just within our agencies, but with the people who are going to buy what we are selling. We aim to provide integrated communication solutions to maximize our client base and expand our footprint nationally.

(The author is co-founder and CBO, Team Pumpkin. The views expressed here are her own and Indiantelevision.com may not subscribe to them) 

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