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Real stories instead of cat pictures
ServiceplanThe mega trend of 2018 is quality of content. Cat picture content continues to have its raison d’être, but its relevance is declining. Due to its educational core virtues, PR as a multi-channel discipline plays a much more important role in the communications industry than pure campaign-driven marketing. The distinction between classic PR, editorial digital […]
Digital personal appreciation
ServiceplanDigitisation, progressing ever more quickly, offers fascinating new possibilities for marketing. Never before has it been possible to get so close to customers outside the POS and reach them without any wastage. But this new digital proximity also requires a change of approach if it is to work. Less promotional, but more appreciative. If you […]
Contextual and Customer Centricity
MediaplusTwo of the mega marketing trends remain: contextual and customer centricity. What does this mean for media? Both trends must be served by real-time media and geo intelligence. At the same time, we are required to operate and display these via all touch points in a demand-oriented manner and to be close to the consumer […]
Stretch out!
Plan.NetIn the search for the trends for 2018, everyone likes to look at his desk in a reflexive manner and describe the topics that can be found there. I’m afraid that won’t last much longer. The long preached collaboration of all disciplines and perspectives will become a trend in 2018, and the practice will demand […]
Content that understands me
Plan.NetIn 2018 we will creatively prepare ourselves to combine technology and storytelling in new ways. With the rapid pace of technical development, it will not only be possible to create different content for different people, but also to make the content reactive. A film that notices that I’m in a bad mood and tries to […]
Culture of change as a fuel for real innovation!
ServiceplanWe are in an age when we must constantly change. A world where agility is utmost. It is no longer a matter of classic change management. We must enable a working culture of willingness to change. A culture in which people have the right mindsets and tools for continuous development and rapid changes.
My 2018 trend is called empathy centricity
ServiceplanDigitisation has undoubtedly created great new opportunities in recent years. Opportunities that have brought us closer to our customers and that help us tailor our products and services even more closely to them. Yet even though we can now calculate every marketing campaign and every sales figure down to the smallest detail, one thing should […]
Key communication trends for the Ukrainian market 2018
ServiceplanUkrainian marketing is increasingly integrating into the global market. Therefore, in 2018 we will see different adaptations and interpretations of global communication trends at local level. First, Big Data. Personal data is becoming an increasingly promising platform for transactions between brands and consumers in Ukraine. The coming year will increase the number of Big Data […]
The temporary video
Serviceplan2017 was a boom for live temporary video users, thanks to Facebook Live, Facebook Stories and Instagram Stories. 2018 is looking to be the year of the temporary video for brands. It is no longer necessary to invest in large productions, these formats have more real, spontaneous and live content. This, together with the surge […]
2018 is going to be the year of machine learning
Group2018 is going to be the year of machine learning, especially in the field of consumer segmentation and improvement of automated message personalization processes. Thanks to marketing leaders from Silicon Valley, learning algorithms are already in widespread use. However, we are entering a new stage in the application of these mechanisms beyond advertising systems like […]