What brands need to know to get the most out of 2019, from branding guru Andy Kovan, Account Planning and Development Director of The Brandon Agency, the full-service agency known for successfully building brands including Fish Hippie, Green Giant, Daytona Beach, and Hook + Gaff.
Q: What do you predict will be the “it” business topic of 2019?
What we continue to see as the IT trend in business is data optimization. From a marketing perspective, this includes using AI to improve performance, increase personalization, deliver more personalized messages and improve ROAS. Before the point of digital optimization, consumers will exercise digital trust; that is their willingness and desire to share personal information with organizations. Once they do, then data optimization can occur. However, with all of the data that is available, the process can seem overwhelming so solid strategy must be in place first, in order to drive optimization. Stay focused on the end by using data as the means to success.
Q: Talk us through what this means for brands across various industries.
For brands this means that collecting mass data will be of importance, as the data will allow for better consumer insights, and in turn driving brands to achieve greater success.
Q: What technologies will become even more vital for brand success, moving forward?
Any technologies that marketers can use to uncover insights in data will be key. Technologies and platforms that allow brands to enter into the conversation and build trust with their consumers are a must-have these days–and that won’t be changing.
Q: How will the social media space change? Which platforms will gain importance, and which will fade?
Again, the topic of digital trust will become increasingly important. Established platforms which are able to achieve a high level of trust will gain popularity, and those that are newer must first and foremost fill a consumer need.
Q: As marketers and brands prepare for 2019, what should they be most concerned about?
Privacy laws, hands-down. Not to mention managing too much data, or losing sight of simple strategy and tactics. Don’t try to outsmart the consumer, as you’ll never win.
Q: What is one things brands aren’t giving enough attention to currently, but should?
Simplicity of needs and wants of consumers. We have become so obsessed by the science of marketing and the art of creativity that we’ve lost the simple balance of truth. Truth being the desires of the consumer, always. Simple insights tend to win, so keep that in mind, too.
Courtesy of Andy Kovan, Account Planning and Development Director of The Brandon Agency, the full-service agency known for successfully building brands including Fish Hippie, Green Giant, Daytona Beach, and Hook + Gaff.
The Brandon Agency—one of only 24 agencies worldwide certified as brand strategists—are next-generation storytellers, their unique skill set allows them to leverage creativity, technology, data and cross-disciplinary thinking to help their clients grow.
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