2019 will demand undivided attention on customer experience journey: Prasad Shejale

Guest Column: Co-Founder & CEO, Logicserve Digital, shares his top three digital marketing predictions for 2019

e4m by Prasad Shejale
Updated: Dec 27, 2018 9:08 AM
Prasad

2018 was an interesting year. It set the stage for three Vs (as Google puts it) - Video, Voice and Vernacular - to deepen the Internet landscape beyond 'Metro, Millennial and Male'. Here are my top three digital marketing predictions of what will win in 2019. 

All leading companies have personalisation at the heart of their strategy. Reportedly, more than 30% of Amazon's revenue is attributed to personal recommendations. 75% of Netflix’s rentals are driven by personalized suggestions. Google’s search results are increasingly personalized. Observing these companies through their growth journeys has been a great learning experience. It has helped evolve the concept of ‘responsible advertising’, which in my opinion, will create a big differentiator for brands in 2019. Let’s take a step back and explore the two key aspects/the two sides of this coin we call ‘responsible advertising’.

It has been established that we live very fast lives and are victims to constant tech-based distractions and exposure to multiple screens at once. According to Time magazine, the average human attention span is now just 8 seconds, which is lower than the 9-second attention span of a goldfish. It was supposedly 12 seconds in 2000 but this has dropped a whopping 4 seconds! From the point-of-view of brands, this brings in the need to be absolutely relevant and crisp so as to not infringe on their attention or time. While this is one key aspect of responsibility, it is also equally important to be cognizant of how ‘personal’ you get. The ground rule always is to let users control how and how much of their information to leverage. Transparency and consent are prerequisites for building brand trust.

Additionally, there will arise an urgent need for brands and digital marketing agencies to address the human interaction gap with consumers. While it’s great to acknowledge the digital transformation wave we are cruising on, it would be a disaster to leave the anchor of human touch behind at the shores. While we are allowing emerging technologies like Neural Networks, AI, IoT, Chatbots, AR/VR, etc. to understand us and predict us to create seamless experiences, the stickiness of a customer relies on human relationships.

Finally, but most importantly, 2019 will demand undivided attention on the customer experience journey. Speaking to a consumer with the attention span poorer than a goldfish, have left brands to resort to ‘snack ads’ in the video format. Event with the humble 6 -seconds ads, it may be worthwhile to evaluate if brands should topple the campaign process which usually starts with preparing the ground, moves on to the big reveal and then finishes with sustenance activities. With increasing competition and an evolved audience, brands could literally ‘cut a long story short’ and begin with the big reveal and strengthen brand resonance with sustenance activities. 2019 is definitely going to be an interesting year! "

(The author is the Co-Founder & CEO of Logicserve Digital)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

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