MERCADEO Versión en español
Scott Donaton of Publicis Media: Connected experiences will be the greatest challenge of 2019
Liz Unamo| 2 de enero de 2019
Scott Donaton
Connected experiences will be the high-stakes tug of war in 2019. On the one side is the rising fear that technology will disconnect people from each other, while on the other is a firm conviction that the experiences connecting them will move them forward. According to Scott Donaton, global chief creative & content officer at the Publicis Groupe’s Digitas and head of content for the Americas with Publicis Media, this is one of the main predictions for the New Year in the opinion of experts from across Publicis Media’s agency brands consulted on the subject. “Because one thing is clear: consumers will no longer tolerate disconnected brand or media experiences,” Donaton posted on the agency´s website. “If your product requires waiting in a line or (heaven forbid!) speaking to a person, this is the end of your era.” According to Publicis Media, anticipation, orchestration and integration are the new marks of quality. “Expected connections will pass. Delightful ones will win,” he said. Bohb Blair, chief experience officer at Starcom Worldwide, believes consumer experiences that deliver digital magic will drive human and business outcomes. “Marketers are and will increasingly be expected to use everything they know about people to craft unique experiences, personalized to individuals and their context.” For his part, Esteban Ribero, SVP of planning & insights at Performics, said that artificial intelligence and automation will enable marketers to uncover consumer mindsets. Other predictions include the idea that shoppable content will solve the industry’s video measurement gaps, according to Jeremy Cohen, VP in charge of global content partnerships at Publicis Media, and that 5G will be game-changing in the sense that it will enable us to move faster and more seamlessly across a variety of areas, as forecast by Steve Bonne, executive VP of brand innovation at Starcom USA.
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