Audiences maturing, rules of engagement shifting, value exchange, creativity important, community & advocacy, privacy & data sharing, culturally-led approach, power shift to communities.
The digital landscape is constantly changing and predicting what will happen in the future can be difficult. However, our panel of digital and social media marketing leaders have some predictions for the year ahead. They believe that audiences are becoming more mature and as such, the rules of engagement online will continue to shift. People are more aware of how data about them is collected and traded and they are more skeptical of the media. This means that marketers need to use creative to foster trust, security, and authenticity.
Creativity in digital ads is more important than ever and community and advocacy will grow in importance. People are more receptive to ads if it is relevant and there is a value exchange. Digital culture has crossed the threshold of internet culture and regular culture and it is important for brands and marketers to pay attention to this shift in power.
The panel believes that people are still looking for entertainment and to feel like they belong and that often supersedes philosophical considerations. Marketers need to use different platforms to tell stories and ensure they resonate with audiences.
Overall, the digital and social media landscape is constantly changing and marketers need to pay attention to the changing audiences and their expectations. Creativity, trust, security, and authenticity are key for successful engagement and marketers need to ensure they are creating content that resonates with audiences and provides them with a value exchange.