Incredible Journey Back to Authentic Storytelling: Part Five

Today it isnamp8217t enough to offer great user experiences personalized productsamp160and highquality engagementamp160 Brands need to make it easy for customers to navigate from one communication channel to anotheramp160and access services across platforms both digitally and instore for exampleamp160 They also have to synchronize their use of tech solutions communication platformsamp160and advertising strategies to make the most of their resources and capitalize on the dense web of interconnections that the digital transformation has createdamp160 In other words they should cultivate a healthy digital ecosystem amp160the online network of communication channels and services that gives consumers a cohesive experience at every stage of the customer journeyStephanie Ambroiseamp160the senior business affairs manager at TBWA thinksamp160the amp8220overall integration of technologyamp8221 will be one of the pivotal trends in 2019amp160amp160amp8220Iamp8217m seeing the potential for AI and the integration of major brands with technology that takes you on a journeyamp8221 she saysWeamp8217re living in the age of the connected consumer where they arenamp8217t just looking at one or two screensamp160 Itamp8217s not uncommon for a consumer to be bouncing between threeamp160or even four devices at any time which means getting and keeping attention is harder than everamp160 Beyond the amp8220fourth screenamp8221 phenomenonamp160is that the buyer journey doesnamp8217t just take place on one platform anymore eitheramp160 While ecommerce retail sales have consistently grown to account for a larger proportion of the market over the past decade brick and mortar stores wonamp8217t be going anywhere soonamp160 And as consumers increasingly demand authenticity and engagement across a wider array of channels why should brands assume that this demand is limited to digital interactionsAccording to Ambroise they shouldnamp8217tamp160 amp8220Some clients are trying to make their presence known in real time and in real lifequot she notesamp160 quotWe had a client who did a High Line Honey event where people could see the bees and taste the honeyamp160 It was fun to see everyone so excited about itamp160 Now more than ever consumers want this type physical interaction so they can have a better understanding of a companyamp160 They want the human relationship with the brandamp8221While this may sound out of place in a report that covers so many aspects of digital integration itamp8217s actually one of the most important messages advertisers should assimilateamp160 We often hear about businesstobusiness or businesstocustomer advertising but brands should always be focused on humantohuman advertisingamp160 Incidentally this is also one of the key reasons authentic content generated by amp8220realamp8221 people is driving many of the changes taking place in the advertising industryWhen consumers ask for personalized products and experiences what are they really sayingamp160 They want to be treated like individuals with their own unique personalities preferencesamp160and concernsamp160 When they ask for more engagement theyamp8217re telling brands that they donamp8217t want robotic transactional relationships amp160they want to feel like stakeholders and valued partnersamp160 When they ask for authenticity theyamp8217re asking brands to have enough respect for them to be honest genuine and trustworthyamp160 That39samp160the foundation of any healthy longterm relationshipKey takeaway amp160As we approach 2019 weamp8217ll continue to see a profusion of technology solutions that will help brands amplify their voices learn about consumer behavior personalize products and services for their customersamp160and identify sources of licesenable UGCamp160 But as brands use these new technologies itamp8217s essential to remember the ultimate goals authentic storytelling and a more humantohuman approach to advertising ConclusionWhile brands and advertisers are still figuring out how to navigate an unprecedented digital transformation many of the new technologies theyamp8217re using are built around peopleamp160 From social media to AI applications that help brands interact with customers learn more about themamp160and discover the amazing content produced every minute by independent creators the digital transformation has launched a revolution in humantohuman advertisingIn other words digital integration has come full circle It has broken down barriers by democratizing content while simultaneously creating an environment where reallife is valued over highly manufactured scenariosamp160 This is a journey back to authentic storytelling whereby technology enables advertisers and brands to connect with consumers in ways that feel real engagingamp160and humanWhile these trends may be a big part of the story in 2019 they will certainly be in action for many years to comeNote amp160The full reportamp160titled CatchampampRelease 2019 Trends in Advertising The Incredible Journey Back to Authentic Storytelling is available via a downloadable pdf belowPhoto creditamp160 CatchampampReleaseClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Incredible Journey Back to Authentic Storytelling: Part Five

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