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THE MEDIA APRIL 2018

DIGITAL trends Digital experts deliver their top trends for 2018 Digital is an ever-growing space in the media mix, but questionable audience metrics and campaign effectiveness have been in the spotlight recently. We spoke to several industry players to get their take on the challenges and trends expected for 2018. Authentic content with more influencer influence Renate Albrecht Mob Mother: Brand Cartel What do you believe is the biggest digital trend this year and how will it impact on your business? • Less text – people want snappy-to-the-point content. • Less static – GIFS and video content are on the rise. As the saying now goes “a video is worth a thousand words”. People want to see more and read less. • More influencer marketing – This is on the rise because consumers are over marketing babble – consumers want authentic third party validation. Consumers are three times more likely to believe a brand’s promise if it’s being backed up by a reputable opinion leader. These trends are forcing digital agencies to completely re-invent the way they’ve been taught how to market. Content needs to be authentic (no more wishy-washy BS – consumers want the truth), content needs to be delivered at the most relevant timing, and it also needs to be engaging. This is forcing us to be more creative with the ways in which we deliver our messaging and to seek the support of content curators such as noted influencers, to supplement paid-formedia strategies. In a nutshell: people don’t want to read letters and letters of text, make your point quickly and be real! What is the biggest issue digital agencies have to deal with this year? The Facebook and Instagram algorithm. The biggest and most powerful social media machines are once again forcing digital marketers to come up with engaging ways of communicating a brand’s USPs. These clever, sneaky little algorithms are monitoring all our content and won’t push our content into the feeds of fellow consumers if we don’t tighten up our creative and give people the authentic and relevant content they are all demanding. What is your overarching mission for your company this year and how do you plan to go about achieving it? To work with brands that have a solid brand promise – it’s far easier to be authentic and provide consumers with the truth, if the brands you work with are ethically sound and do what they say they do. Furthermore, as a digital agency, we also need to live up to our brand promises – in doing so, we will not only keep our clients happy but we will deliver sound marketing that will appeal to this new movement whereby consumers are demanding authenticity. More targeted and personalised ads Lufuno Mkungo Business director: Makgonatsohle Media What do you believe is the biggest digital trend this year and how will it impact on your business? With the continuous growth in mobile and smartphone usage, I see more targeted and personalised ads. There’s clutter in the digital ads space and to grab consumers’ attention, marketers need to adopt a more targeted approach. Augmented reality will also continue to gain traction. What is the biggest issue digital agencies have to deal with this year? Being a digital agency is out of fashion and many digital agencies are expanding into full service agencies. Clients are looking for a more integrated approach. After all, digital is a media platform and we never had print or radio agencies previously. What is your overarching mission for your company this year and how do you plan to go about achieving it? The marketing landscape keeps changing and many clients struggle to keep up, and risk following wrong trends just because they seem to be working for another brand. Our mission is to continue improving our relationship with our clients and gaining their trust through helping them understand the current marketing landscape and how best we can help them achieve their objectives within their budget limitations. P 40 The Media | wagthedog.co.za


THE MEDIA APRIL 2018
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