5G technology will certainly be one of the more talked about topics this year — both in terms of controversy over its harmfulness and over its benefits. Of course, the public and experts are at odds, but we can all agree that 5G is making a profound change — even in advertising.

Hyper-personalisation is becoming a key formula for the success of efficient advertising campaigns. Do you know what is hiding behind this notion?

When it comes to marketing strategies, consumer segmentation has been lauded for quite some time now; its upgrade, micro-segmentation, represents an additional step towards building successful relationships with consumers.

Before its statutory introduction, the GDPR was feared by many companies. Now, more than a year and a half later, one thing is clear: companies operating in accordance with the GDPR are one step ahead of their competitors, since consumers trust them more.

Build stronger relationships with your consumers through an even more focused and connected experience.

New approaches in marketing are definitely shaped by technology. Consumers demand increasingly more interactive, personal and interesting experiences, and that is the charm of technology. It is therefore not unusual that the year 2020 brings exponential growth of new technologies, even greater importance of interactivity, growth of artificial intelligence use and, as a result, even more personalised communication.

Mobile apps, social media and chatbots are digital touch points which are part of a consumer’s everyday life. What does this mean for brands? Nothing else but thousands of opportunities to reach the consumer.

Creating surpluses is the goal of every successful company; in order to reach the objectives pursued, these companies carefully plan their activities, monitor them, manage and optimise them and, in the end, exceed them. Any surpluses are a consequence of an alignment between the trademark and agencies. The key to the success of the trademark therefore depends on the excellence of all aspects of the marketing strategy, prepared by the agency for a contracting entity. In practice, this is usually simple to achieve by employing specialisation and participation among different agencies.

As consumers, we are increasingly inspired by stories and excellent offers; in the future, the most successful brands will be the ones building their story around the needs and interests of their consumers. Previously, the creators recognised said needs and interest intuitively; nowadays, however, we can check them very effectively by using data. Today, data are considered to be the compass when it comes to planning communication and advertisement action.

Trademarks with a clearly defined data marketing strategy and an insight into the needs of their consumers are able to use adapted activities to target consumers in a more comprehensive, efficient manner.