The Lens Magazine 2019 THE LENS 2019 CCOMPLETE | Page 11

ESSAY
THE LENS
THE LENS
INTERVIEW
Eleven Questions
With
Top Marketing Communications
Trends in 2019
Seyi Owolawi
industry?
Uriel Tomori
W
Data must be it at the helm of everything campaign being
developed. Data that combines excellently with creative
hen social media level of productivity. AI can write Communications, while it is gaining
came, we thought scripts and carry out other strong relevance at the moment,
we had seen it all. marketing activities, but cannot be brands have always told stories about
We forgot evolution is neither static directors or administrators (they their services and products.
nor rigid. Just as any organism, GIGO). Artificial superintelligence However, the changing face of
technology grows and reproduces. is only possible if grow we all become storytelling is consumer centric, such
In the 21st century technology has less critical and creative, as they are that tells emotional involving,
reshaped human endeavor, both based on existing knowledge emotive, and informative stories.
professionally and socially. With . Marketing Communications experts
communication at the center point Thought marketing should be strategic and sensitive
of it all, here are some marketing If you are a vast marketing specialist about telling affective stories that
communications trends you didn't or CMO, you must have heard about suit consumer's context. Content is
know in 2019. this. Thought marketing is changing king, frame it around the real kings
face of organization content (consumers).
AI Marketing marketing framework. When we talk about Artificial Organizations now educate 5G stream
Intelligence, many think of physical consumers— they subtly sell their With 5G disrupting the media space,
sciences— some even say there is a product and services as solutions to politics and other corporation, the
spiritual perspective to it. Whatever consumers' problem discovered by marketing communication industry
ways you choose to see it from, there them. Enterprise like LinkedIn, should not be ignorant of its threat
is little to fear about. AI is here to Google and Microsoft etc. do this and opportunities. 5G comes with
help us as marketers. Let's consider with quality data after extensive fast pace for consumers to surf
the iPhone Siri, amazon Alexa and research. through content on digital media
content, hence enhancing access to
how they have improved the
acceptability of these brand to their Story telling advertisement (that won't make
consumers. For marketers, monkey A poor story cannot sell a good brand advert less annoying anyways). 5G
learns tools and growthbot are key and a good story will sell a poor also opens the door to seamless
AI tools for marketers. brand once and never again. opportunities on digital platforms
AI will not displace human, rather, Storytelling is an ever-evolving (expert more AI and VR marketing
they will enhance our functions and concept in Marketing strategy).
WWW.AMCOSMEDIA.COM
16
competence.
What is the skill set a new generation of advertising
personalities must have to fit into the landscape?
Digital competence is at the height of it these days. You
S
need to be flexible to understand that the consumer now
eyi Owolawi is the associate creative director of DDb Lagos. He lives a fragmented life, and we all need to engage them in a
is also the founder and creative director of Traffic Doodles. Seyi whole different way.
has over a decade experience in Marketing Communications, Does language matter?
his works can be viewed on owolawi.com I wouldn't say language is everything, but I would
As a veteran content creator, what does it take to get this definitely say its use is the ultimate gift
far and beyond? What are the prerequisites for content creation in the
Interestingly, the most important bit of it all is having a sense advertising industry?
of purpose. What you do everyday must mean something to I would say; Curiosity. Having a curious nature to a large
you as an individual, you have to consistently have the need to extent ensures that your mind is constantly fed with new
prove something to yourself; so, you go above and beyond information and new skills to deploy creatively.
researching the latest trends and building new smart skills to What is the most important skill to an advertising
execute projects and constantly have ideas for brands. content creator, and why?
What has been the biggest hurdle in your journey to Flexibility of mind and an unending quest to find new
creating awesome contents in the Advertising industry? ways to do old things.
Every industry has a moment when it pivots, and advertising How do you handle content creation brain block?
is right on the cusp of that. We are in the age of democratic Distract yourself. Talk to people about something totally
creativity-everyone is an expert of some sort based on unrelated to what you have to work on. Let your mind
number of followers on social media platforms which isn't a wander for a while.
bullet-proof representation of marketing competence. Which advertising personality do you admire the most,
This is 2019. How is the Advertising industry fairing? and why?
Advertising still remains very relevant, but it has become and David Droga of Droga5. He believes in the power of
industry with divergent and very much segmented audiences. strategic creativity, while also being fearless.
So, every creative agency/consultant needs to find new and What is your message to upcoming content creators in
innovative ways to connect with consumers on multiple the advertising industry?
platforms. Don't dwell on perfection from the onset. Put things out
What are the new frontiers of the Nigerian Advertising there, fail while working at it.
37
WWW.AMCOSMEDIA.COM