InsightsPOSTED January 28, 2019

Crystal Ball 2019: More resistance to traditional marketing & communications

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iPad with marketing ideas coming out

With 2019 ramping up, expect new trends throughout the news, social media, technology and more. At APEX and ruckus digital we will be sharing our predictions on some of these trends that we think will define 2019 (or at least part of it).

Diane Begin, VP at APEX PR, shares her view on the changing marketing approaches and how marketers will need to change their approach.

TV has long been the gold standard for advertising dollars, but with the tides changing for some time, we’re now seeing Instagram as the platform of choice for ad dollars spent on those 13 to 34.

This kind of shift and ultimate resistance to traditional marketing approaches is a result of individual changes in media consumption, combined with the continued blurring of the lines between paid, earned, shared and owned media.

Even with increased transparency measures in place required of marketers, research tells us that individuals find it difficult to tell whether something is a paid placement or they just don’t care if it is.

As communicators, this forces us to consider individuals in our audiences through fully integrated communications approaches for enhanced overall experiences with brands and organizations.

While some marketers have typically been slow at pivoting their approaches in response to these shifts – our most recent CMO Lab research tells us that 53 per cent of CMOs have not changed their marketing approaches in the last few years – we will see many more marketers forging news paths in 2019.

Changing directions is never easy, in fact, I often say to thrive in this profession you have to get comfortable with the notion of constantly being uncomfortable. Afterall, “great things don’t come from comfort zones.” (quote credit: Roy T. Bennett)

Diane Bégin is a VP at APEX Public Relations and ruckus Digital. Interested in pivoting your own marketing approach? Check out the CMO Lab’s newly launched podcast The Pivot.

Check out more of our Crystal Ball series to know what other trends to expect in 2019.

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