One of the most important words to a creative communications professional in 2018 is “authenticity.” There has been a dramatic shift in the way consumers want brands to interact with them via advertising and marketing -- not only do they want more personal engagement, but they’re also demanding experiences that feel organic and genuine.
Marketers are always under pressure to develop innovative ways to reach consumers. This means they have to keep pace with radical shifts in consumer preferences and expectations, many of which are spurred by the adoption of new technology. For example, there are more than 3 billion active social media users, and this has forever changed the way brands interact with consumers. From increased customer engagement to the integration of multiple digital channels, marketers are working hard to leverage the awesome power of social media.