The Odd Forecast 2019
What can we predict will happen in 2019 that might affect the way we work, do business, or connect with people?
In 2018, we dug deeper into the discussion about inclusion, micro-influencers gained some serious ground, and Instagram changed their algorithm (again), and everyone panicked for about a good second.
We’ve put together a list of 5 things that will have an effect on the world of marketing and business.
01. Traditional agencies better beware
Putting aside the permanent complaints about expensive and time-consuming pitches, the rise of in-house agencies and alternative consultancies are now taking their toll on the traditional world of advertising and marketing.
Another thing that is becoming increasingly problematic is the not-so-transparent billing models in combination with the growing dissatisfaction from clients in regards to the lack of capabilities within the new multifaceted media landscape.
According to research by the World Federation of Advertisers, clients give their current agency roster set-up a score of just 5.7 out of 10, where 10 is fit for purpose. Agencies themselves believe the situation is even worse, with current arrangements given a rating of 5.2.
Brands like Lego, H&M and Spotify are building out internal creative teams, others such as Honda are taking content creation in-house.
What the agency model of the future will look like, of course, depends on the brand, its identity, strategy, and internal capabilities. There will never again be a one-size-fits-all solution.
02. Video is the new black
Youtube is the second largest search engine in the world. It’s bigger than AOL, Ask, Bing and Yahoo combined! Every minute 100 hours of video content is uploaded to the platform. That means video content is no longer a nice-to-have, it’s a necessity to be able to compete.
As many as 73% of all Americans engage with YouTube. YouTube is still the most popular platform to engage in video content, even more so than Facebook. That doesn’t mean that you shouldn’t be putting videos on Facebook or any of the other social media platform for that matter, as video has become the way your costumers find and connect with you, as well as endorse you as a brand.
03. Lead with your heart
2019 is the year when Brexit (might) divide us. The global shadow that seems to fall upon all of us in these politically dark times is a shadow of conflict; from the Middle East, China, Russia, to Brazil.
The quarrels, the uncertainty and political chaos, are not going to decrease anytime soon, which provides an intriguing opportunity for brands.
We’ve seen more and more brands taking a political stance. That will continue, but the criteria for a soulful and caring brand will expand from a political and/or philanthropical standpoint to include purely emotional narratives as well.
We’ve all seen the ads that are full or storytelling and emotion; from Momondo’s ”DNA Journey” to Danish TV2′ ”All that we share”.
Some might, foolishly, discard these ads as merely emotional and tear seeking but what they do is to unite people from political, ethnic, socioeconomic and geographic diversity.
In Grey New York’s recent study “The Famously Effective Business of Togetherness” it was stated that 88% of people felt the need for unity and 60% thought brands could help achieve this. However, when entering this space care, craft and credibly are fundamental.
04. Sounds great!
Remember how dumb and clunky Siri and Alexa acted when asked to solve our problems when they first showed up? Well, things have changed. Now there are over 45 000 ”skills” on Alexa. That’s strong evidence of how voice is continuing to grow.
Brands will move away from the silly gimmicks in favour of finding ways to add real value to their consumer’s lives.
By next year, it’s predicted that every major brand will have a voice strategy baked into its marketing plans, so time for us all to get thinking.
05. Full speed ahead!
At the end of 2019, we will see the first glimpse of what the future will hold when it comes to mobile as the fifth generation mobile tech will enter the arena. 5G will change the game when it comes to mobile data.
4K films and websites will load in no-time, and the annoying buffering will be a memory for good. This is all nice, but the real change will probably be shown in the IoT (internet of things) as machines and systems will communicate with one another much quicker.
For brands, this means stronger tools to bring creative and exciting ideas to life in a way that was previously unthinkable.