Real human insights, personalisation and voice integration are key trends of marketing innovation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 14, 2019, 11:57 AM UTC

An analysis conducted by WARC presents a shift from marketing using algorithms towards real human insights.

This article discusses findings of WARC’s Effective Innovation Report which revealed three trends in marketing innovation, namely real human insights, personalisation and voice integration. Jen Fawcus, Group CEO and Owner at Firefish observes that understanding people’s culture and integrating those learnings into a brand’s product and communication can be done by leveraging human insights.

The article emphasises creatively interpreting how personalisation can be implemented as a differentiation tactic. To that end, marketers thinking “beyond the screen and into consumer utility” through personalisation can move a step closer to growth and brand salience.

Voice integration has further enabled brands to capture attention. Juha Halmesvaara, Media Innovations Director at Carat Finland shares that voice commerce is estimated to worth over $40 billion market by 2020.

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