During the first installment of the new series of online meetings IAA POWER HOUR, invited experts - top managers pointed out the most important trends in marketing communication. Representatives of advertising agencies, media agencies, internet platforms and publishers, as well as marketers, shared their knowledge and perspective.
The message is more important than the communication channels. Besides, brands now face many tests regarding leadership, credibility, and transparency - says Rafał Baran, CEO BRIDGE2FUN
The content of the information conveyed gained particular importance during the pandemic. The "changes" we are all experiencing in the way we work have greatly accelerated this. We verify a lot of information and look for reliable sources of information. Content is crucial for business and enterprises to meet the knowledge needs of consumers, but also for positioning in search engines. Google quickly detects low-quality messages and limits their reach or blocks them entirely.
Michał Wolniak, President & Head of Advisory VMLY&R says that in times of geopolitical uncertainty, clients expect brands above all to be engaged, honest, and authentic. In his opinion, during a crisis, the fastest growth comes from thoughtful investments in technology, and these shape competitive advantage the most.
Honesty and integrity are key company traits that build loyalty and trust among customers, both current and potential.
Piotr Piętka, CEO Publicis Groupe Poland, Ukraine, Baltics noted that today, to achieve business success, one must focus on building engaging and consistent brand experiences throughout the entire purchase journey. Content embedded in brand goals, the right context, analytics of diverse data, and effective communication channels – in his opinion, this is the new MAGIC.
The brand experience encompasses all interactions and impressions that the audience gains when contacting a given company. It begins long before the purchase itself and extends beyond that moment. It can start when a consumer sees your ad for a specific product – on Google, social media, a billboard – or when they check the content on your blog.
Less is more – said Justyna Duszyńska CEO/Managing Director Httpool Polska. In her opinion, precision in selecting communication channels, and thus target groups, multiplies business success many times over.
Precision marketing emphasizes relevance as an element of technique. Relevance is determined by combining data and context to understand who and where your users are during their individual journeys with your brand. The goal is to increase customer lifetime value (LCV), while providing better and smarter customer service.
According to Grzegorz Wachowicz, Director of Commerce and Marketing at RTV EURO AGD, digital solutions in customer communication are not only the domain of e-commerce. - In brick-and-mortar stores, technologies are already being introduced that allow the online and offline worlds to be combined and enable even more effective reaching of consumers through personalized messaging – he noted.
Customer requirements are growing exponentially. Digital transformation is not only a way to meet these high expectations, but also an opportunity to create a deeper and more lasting relationship between the brand and its customers.
Marketing communication trends - summary:
- the message is more important than the communication channels
- focus on engagement, honesty, and authenticity
- create engaging and consistent experiences
- less is more - precision in media selection
