9th March 2020

Edge ahead and stay there! 

Edge ahead and stay there!

We work in a fast paced, cutting edge industry where we are constantly experiencing change, new methodology, technology enhancement, along with constant opportunities. Lacking a crystal ball, obviously we don’t have full visibility on the future, but what we do have is various ways of working to ensure we are ready to jump with the next new wave or trend.

Change comes in all shapes and sizes.

At Cygnus we take a collective approach and driven through progressive thinking, we take time to understand challenges in an ever-shifting landscape. We absorb all that surrounds us which puts us in a good position to keep-up, edge ahead and stay there. As an agency, we listen carefully to our peers, partners and other industry influencers to ensure we are fully conscious of any shift and the rationale for change. This encompasses everything from customer demands, industry challenges and ROI… to analytics, measurement and new tech. We also keep a close eye on various markets and monitor any opportunity to swiftly respond. Change comes in all shapes and sizes, therefore taking a holistic and rationale approach keeps us tuned-in and in-touch.

Each year our industry takes a view on what’s emerging and invites us to take a peek at what’s new and potentially instore for us in the future. Some topics are obvious, several are best guesses, and a few can be ridiculous. Ultimately, you’ll never be too far off the pace if you fully understand your audience, environment and location you operate in. These elements will ensure you’ll continue strengthening partnerships and consistently deliver great work.

We constantly push boundaries and pilot various initiatives to take a fresh approach to any challenge in the search of the best solution.

Our mindset and business culture is to encourage the team in all aspects of their role. This includes supporting them to find the time to attend various industry events. These events are varied and involve brand partners, supplier conferences, specific industry sectors, visiting inspiring exhibitions and attending thought leadership seminars.

We constantly push boundaries and pilot various initiatives to take a fresh approach to any challenge in the search of the best solution. We entice our client partner’s to join in and support us throughout this process, keeping us current and involved in all conversations as ideas unfold.

As this year moves swiftly forward, we look at what the remainder of 2020 could include for us. Here are a handful of new and ongoing trends that should be considered within your marketing strategy throughout this year and beyond.

See-through Brands – Transparency of company policies for sustainability and their role within society will continue to be a key factor when selecting partners to work with. Company Ethics, health and wellness will outshine brand marques in a marketers eye.

It’s good to talk! – We all use various communication tools such as WhatsApp etc. These channels are becoming more actively used among the younger generations but are increasingly being adopted by us all. Messaging apps will become more sophisticated and form part of the solution for marketing strategies and execution for content and messaging.

Personalisation is big, it’s getting bigger – ‘Getting personal’ in a marketing mix of activity will continue to increase as a marketing tactic. An experience, a journey, a personalised touch increases individual emotion. Scattergun marketing is struggling for good reason; make marketing direct, easily digestible and relevant to an audience.

As an agency we’re constantly looking forward and have the right mindset to anticipate and engage with new opportunities and change.

Finding your Voice – Conversation will always be an everyday communication, including talking to technology devices. There will be touchpoints for voice through assistance and recognition. Voice assistance will see interaction through an audience’s emotion which will ultimately generate instant, intuitive and relevant experiences.

Mindful Marketing – Conscious creativity and mindful marketing have a real purpose. The reach will be extensive as more and more clients are going green and positioning philanthropy in front of revenue. There will be recognition for brands and businesses that lead with an eco-friendly mindset. Progressive businesses care and that won’t go away.

Creative-led campaigns, consumer insights – Creating creative campaigns isn’t new, however creative-first strategies can be a differentiator. Utilising the power of measurement means we can guide our creativity through consumer insights. Confidence in creativity will result in us being more agile and therefore relevant to the right people at the right time.

Twelve months is a long time in our world and as data and new technologies continue to improve, the future is very exciting for us all. As an agency we’re constantly looking forward and have the right mindset to anticipate and engage with new opportunities and change.

If you would like any creative, digital or marketing support or simply wish to have a conversation about how creativity can support your business, then please let me know.

 

Author: Martin Carmody