Speed, value, agility and transparency wanted by marketeers.
What do client-side business leaders want? Brilliant strategies? Mind-blowing creative? Category-busting innovation? Technological wizardry? Lower billable rates? The rock sensation Queen said it best…. they want it all and they want it now! And even though (half-jokingly), this is most certainly true, a more pragmatic look at the market shows marketing leaders with a growing desire for partners that can operate collaboratively, nimbly, quickly and effectively.
Creative leaders gain currency in c-suite
In business, the creative discipline has historically been confined to the marketing function and deployed as an adjunct to business or product strategies cooked up elsewhere in the organization. The phrase, “make it pretty,” best captures this ethos. But times are changing, and design leaders increasingly find themselves at the helm of successful start-ups, in an advisory capacity at VC firms, or in newly minted C-level roles at traditional brands.
“MARY MEEKER’S 2019 INTERNET TRENDS REPORT: 11 HIGHLIGHTS (AND LOTS OF INDUSTRY INSIGHT) How U.S. adults are interacting with digital media
2. Multiplayer video games such as Fortnite, which command some 250 million active users, most of whom are under age 17, are becoming increasingly similar to social media networks. Insight: “Gaming is paving the way, but it will eventually migrate—in some ways it already is—to other social facets.
3. An increasing number of people are using images to communicate: More than 50 percent of all tweets, for example, now include images. People are also taking more pictures than ever before and platforms such as Instagram are amplifying this relatively new style of digital communication.
11. Despite people spending more time online, digital ad revenue is slowing down: The report says digital ad revenue grew 20 percent, down from 29 percent year-over-year.”
Mary Meeker’s 2019 Internet Trends Report: 11 highlights (and lots of industry insight)
Don’t want to read all 333 slides of Mary Meeker’s 2019 Internet Trends Report? We share 11 key takeaways as well as insight from industry leaders.
“The average human’s #attention #span has dropped drastically over the last 15 years, now clocking in at less than that of a #goldfish. With the dominance of #video content surging in 2017, advertisers must adapt their content and deliver their visual brand message more concisely in 2018.”
“Digital” is Disappearing” and “New Realities Are on the Rise” plus “Content Will Be Value-Driven”.
“The Google of the future will be more personal and more predictive,” said Goodwin. “It’s going to be sending you more ‘thin’ pieces of information as and when you need it. It could be a message telling you that you need to set off for the airport, or that the weather is surprisingly cold that day. The internet used to be about us going to it, but increasingly it’ll come to us.”In the future, we’ll see more anticipatory computing, according to Goodwin.
One current example of this is the Dark Sky app. It runs in the background of your phone and alerts you when it’s about to rain.
“…brands to think less in terms of specific media and more in terms of ‘content’ or ‘experiences’. The desire to achieve synchronisation across TV, desktop, mobile and digital outdoor screens is resulting in creative executions that are immediately transferable across all channels.”