FEBRUARY | ME, MYSELF & I
Richard
Dodgson
The founder and creative director
of Timebased Events says 2019 will
bring creative opportunities
Consumers are drawn to experiences and
as technology develops, marketers should
leverage such technologies to create
a truly personalised experience. With
innovative technologies becoming readily
on hand, creatives are now more able
than ever to offer immersive experiences
using tech such as augmented reality
(AR). Such advancements can submerge
an audience into a campaign, AR for
example, can put an individual in a
completely new environment, creating a
lasting memory of the campaign and the
brand behind it.
Furthermore, drones, artificial
intelligence and machine learning are
revolutionising the way information
from events is gathered and analysed
including customer satisfaction.
As social media continues to infiltrate everyday life, user generated
content (UGC) is becoming an increasingly favourable way for
brands to engage audiences.
UGC enables an audience to use their own creativity to become part
of their favourite campaigns through photos, videos, or memes
and as a result, organically spread the word with their peers. Peer
reviews are continuously growing in value and replacing the
traditional form of advertising, with 48% of consumers agreeing
UGC is the best way to discover new products.
Video content is now the popular way for consuming creative
content across social media and 2019 will see this develop further
to live broadcasts. Events broadcast live on social media, such as
Instagram Stories, will be key in generating the extra connection
with consumers.
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Interactive and imaginative video
marketing that encourages user
engagement will also quickly
outpace video for the sake of moving
pictures. However, as consumers’
attention spans get shorter, the real
differentiator will be how creatives use
originality in their live video content.
Technology has opened countless new
avenues for creative professionals, yet
humans still crave human interaction.
Many creatives will agree on this and
suggest that as much as technology
aids them, it is the execution that puts
the real results behind that faith.
Creative ideas which offer both
technology and a genuine connection,
are the ones which will boast the
greatest ability to form a relationship with an audience. This could
be achieved through a number of ways, including but not limited to;
interviews, talk throughs and behind the scene tours of campaigns.
As a result, 2019 will be a year where many will attempt this but the
ones who succeed will be those who combine the two and make it
look effortless.
The coming year will be one shaped by experiences. Whether
they come from AR, imaginative live-video or capitalising on
fans generating their own content. However, in order for creative
professionals and brands to thrive, they need to be able to
incorporate a range of these trends effortlessly.
Contemporary audiences are swamped with technology, but the
most effective uses will successfully bridge the gap between the
brand and the consumer to establish a human connection and
encourage an authentic, long-lasting relationship.