Every brand tells a story, but successful brands recognize that their story has to be authentic. They also know the customer has to be at the center – not as a mere consumer, but as an active participant. What better way to accomplish this than by making work done by consumers an integral part of the experience the brand has to offer?
Social media has changed everything for marketers and advertisers. It has made brands instantly accessible to their customers, broken down barriers to communication, provided new ways to gather information on consumer behavior, increased the demand for personalized experiences and changed perceptions about the types of content brands are putting out there. These are just a few of the reasons why brands have had to make drastic changes to their marketing strategies in the social media era.
From the #MeToo movement to Black Lives Matter, we’re witnessing vast cultural changes that have made us acutely aware of the inequities in our society. These mass shifts in our collective consciousness were always bound to have a powerful impact on consumer attitudes and behavior, which is why advertisers and marketers always need to keep them in mind if they want to develop relevant campaigns that capture the concerns of their customers.
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.