Marketers need to ‘create conversation’ with customers

LVB: Marketing and advertising are always evolving. What do you think were some of the major trend changes over the years?

Gaynor: The biggest transformation we’ve seen in recent years is the shift to “on-demand” content consumption. Marketing and advertising can no longer rely on selling by pushing out ads but must focus on developing a relationship with customers by delivering relevant content and creating conversations through multiple channels. Customers now choose when, how, or if they want to engage with a brand.

LVB: What kind of trends are you seeing today?

Gaynor: The potential elimination of third-party cookies on Google Chrome by the end of 2024 means that companies need to evolve their strategies for collecting and tracking user data. While there is a heavy reliance on third-party cookies for tracking user behavior, it is not the only technology that allows us to monitor user activity with precision. Other tools and strategies include contextual targeting, first-party data collection, first-party cookies, and privacy sandbox tools. Developing or refining your third-party cookie alternative plan is an important step in being prepared for the transition.

Another trend that continues to dominate is storytelling and engagement through short-form video content. In fact, due to the increased demand for affordable, high-quality video creation, Klunk & Millan recently expanded its service offerings to add in-house videography as well as photography.

LVB: Has artificial intelligence had an impact on companies’ marketing or advertising campaigns?

Gaynor: More and more companies are exploring how to leverage artificial intelligence tools to support their marketing and advertising strategies. AI’s ability

to analyze large sets of data quickly can make it easier to optimize campaigns. It also can help automate the content generation process. However, AI tools’ effectiveness is dependent on those using the technology. Not only is it imperative to understand how the tools work–from initial setup to ongoing refinement–but to also understand the potential risks of its usage such as privacy concerns, algorithm bias, and other ethical considerations. Before utilizing AI tools, companies should define their goals, establish best practices and use cases, evaluate risk, and seek expert guidance to ensure a successful integration process.

LVB: What are the biggest challenges right now in spreading a marketing message?

Media fragmentation is the biggest challenge but also the greatest opportunity. Media consumption habits are rapidly changing, and multi-screen engagement is the standard. Because of this, you need experts who can analyze and determine the optimal media mix to deliver your marketing message. ROI tracking is critical to evaluating the success of a campaign. Another challenge is that people are constantly bombarded with content each day. For content to stand out, it must be valuable and relevant to your audience. Voice of customer research and powerful storytelling are key to achieving this.

LVB: What do you think the future holds?

Gaynor: The future of marketing and advertising remains centered around the customer. The channels and tools will continue to evolve, becoming more complex and powerful, while privacy protections and data restrictions will increase. Customers will need to opt-in to your brand experience and content. The bottom line? Companies need to build and maintain credibility with customers through problem-solving and storytelling.