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Yearbook Jan 2019

48 yearbook 2019 African consumers still prefer humans over chat bots, there is a significant move towards marketing automation. AI will continue to move mainstream as it offers a capability, which humans cannot deliver on. This ‘machine learning’ will continue to drive marketing automation by simplifying the communication process for brands and removing any barriers to the interaction journey for the consumer. Storytelling through video and personalised content experiences are other big trends on the rise. As digital allows for the building of data, a roadmap should be developed, based on the available information, which can be used to your advantage to define your audience, understanding how they move through the customer lifecycle and looking at how they engage with touchpoints that brands have created – those all-important micro moments. Good content builds attention and great content drives changes in behaviour. Content will continue to remain king and storytellers will rule the creative world. Micro influencer marketing is on a massive growth trajectory, which talks directly back to creating great content that’s unique and authentic, and resonates with fans and followers – again tying back to storytelling. Creating and building memory structures is vital for brands. Being thought of in a buying situation and creating emotional connections with brands will drive lasting relationships, according to the Ehrenberg-Bass Institute. Big data, automation, AI and AR (augmented reality) are the main trends. The amount of consumer data being produced on a daily basis is increasing with every single action, ranging from a simple swipe and click through to an engagement and purchase. But brands and agencies around the world are all grappling with the question, ‘how do we best use this data?’ Businesses must adjust their models to gear themselves for communication that is far more tailored, customised and effective. Consumers are always looking to simplify their lives, so it will become increasingly important for tech companies to start developing and building on visual and voice recognition technology, which will ultimately disrupt the algorithms of some of the major search-related platforms. Blockchain has been around for some time now, but how does it add value to digital marketing and how will it affect the industry? The benefit for advertisers will be that agencies can start excluding empty bot clicks and other threats that may saturate a campaign. Advertisers need to know that it’s real people engaging with their ads to protect the integrity of their campaign data and prevent wasted money in the long run. If we get this right, consumers may then have an opportunity to start selling their data to brands – talk about the tables being turned! Although digital innovation, tech and trends happen at a rapid pace, the crucial thing is adapting. To reiterate, storytelling is a big trend to engage with consumers – great content drives changes in behaviour, along with the use of micro influencers, and the introduction of blockchain means guaranteed views with tech that’s being trialled overseas at the moment. DIGITAL SA Jarred Mailer-Lyons, head of digital at The MediaShop Kgaugelo Maphai, MD at The MediaShop Johannesburg Donald Mokgale


Yearbook Jan 2019
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