Predicting The Digital Marketing Trends For 2019

With all the hype surrounding big name international brands and their digital marketing strategies, we think it’s time to put our local heavy hitters in the spotlight. We may be a Little Red Dot but we still have massive creativity and talent!

With Facebook being caught up in the US Midterms Elections, you’d figured they will be too busy for any other shenanigans. You were wrong.

Despite having to put out fires all over the place, Facebook managed to launch 9 physical stores at Macy’s around the U.S., which will be opened until February 2019.

Logo rebranding is a small aspect of rebranding, where brands revamp their logo by changing the name, typeface or visual icon to establish a fresh identity. While it can be simple, there have been questionable attempts that have occurred.

One recent example would be Zara’s recent logo change, that has raised a few eyebrows. By reducing the kerning of the logo, it became less appealing to users, akin to a ‘typography bus crash’.

That being said, there are successful logo rebrands out there that have drawn raves and positive reviews. If you are looking at a logo rebrand, here are our 4 favourite successful examples:

Think the box-office Crazy Rich Asians is sending the world into a frenzy? Well, good branding can, too! When the movie hit the shores of US, it smashed records for romantic-comedies in recent times. By the time Crazy Rich Asians premiered in Singapore, it was already generating hype for its unique setting and cast. One thing’s for sure, we all can agree that Newton Food Centre does not have the best satay in Singapore.

Based on a book written by Kevin Kwan, it depicts the story of a group of rich Asians in the setting of a grand wedding with dramatic twists and turns.

Crazy Rich Asians is a trailblazer in its cast and setting and received significant success in a predominantly Caucasian men industry.

But what has the success of a locally filmed movie got to do with your brand?

Ready to learn it all? Then Action!

Similarly, in these ads, the AI’s voiceover and the content were awkward and funny, which seems to hit the spot for some consumers.

While it is scary to imagine a world where even content is run by AI, it seems like there has been more and more research and development going in that direction.

Why did this ad appeal to so many audiences?

Currently, advertisements are proliferating our everyday space, and the only way for your ad to stand out is to find creative and relatable angles.

Likewise, the Burger King ad used a creative yet relatable idea of faulty AI content, which captured the attention of the masses.

Hence, the formula seems clear: the less brand sells the product, the more it will appeal to the general public. This is because such content is viewed as more sincere in their interactions with consumers.

If you are looking for a strategic content with a creative and relatable angle, approach a creative team that generates meaningful interactions with consumers.

Will AI become the new wave of digital advertisement content?

We don’t think so.

AI has successfully transformed digital marketing, such as data analytics and targeting/re-targeting various profiles based on interests and internet behaviour.

But when it comes to content, humans are superior in terms of creativity and empathy, which AI fails to replicate.

Even the content of the Burger King ad itself was created by the marketing team at Burger King, banking on the inability of AI to create content and humour.

Without creativity and empathy, AI is unable to replicate creative and relatable content as exemplified by the Burger King ad.

So how should I craft digital marketing content going forward?

While targeting helps to bring the message to the right people, the right content will find the right people on its own.

Be creative. Creativity will remain the key to content creation for a long time.

Creative content often becomes talking points in everyday conversations and media news and improves your brand visibility.

At the end of the day, you will need creative yet strategic content (link to our top 5 ad article) to achieve marketing goals in the digital age.

It is good to employ advanced technology. However, there’s nothing in this world that can replace good and effective advertising content built on creativity, not even AI.

If you need help in crafting a top-of-the-line advertising content, look for a digital team that is experienced in doing so.