(R)evolution of trends in the business and marketing environment

(R)evolution of trends in the business and marketing environment

It says: PredMr. Petrović, Senior executive, DP Lux, squarea i Keprom

The post-Covid era, which we are currently in, has unwittingly imposed a new pace of business life. All business segments are expected to be more agile, act according to the principles of complex thinking, but at the same time be resilient to rapid dynamic changes and trends. As a consequence of this accelerated pace, the question naturally arises whether future trends are those that bring evolution or revolution cfaddressing.

Last month I had the honor to be a participant at the forum of communication leaders in Belgrade, on a panel dedicated to current trends in the business and marketing environment. With the other panelists and the moderator of the panel, through several preparatory sessions, we carefully considered all the trends, and defined those that are most important for companies, with a focus on the marketing segment paddressing.

Predrag Petrović

(R)evolution of marketing profesionalaca

The previous year brought great changes in the labor market. An extremely high degree of staff turnover has become a common practice. At the panel itself, we came across data that would have been shocking five years ago, but today is a reality: 40 percent of over 300 panel listeners changed jobs in the previous 12 months. At the same time, we presented information from the largest job search portal that the average number of applications per advertised position is twice as low compared to last year, which also makes it difficult to find adequate professionals. The labor market is becoming so oriented that there are fewer and fewer people on the market who are ready to “work” – to really commit to the company, to be agile and creative, and to contribute to development with their development companies.

Companies react to the lack of personnel in different ways, one of them is hiring personnel from abroad, now also in the marketing sector. Last year, over 35,000 work permits for foreigners were issued in Serbia, of which 30 percent were issued to citizens of Russia and Ukraine, while the remaining number of permits is a consequence of the lack of domestic labor on the market.here in Serbia.

On the panel, we analyzed two new trends and two dilemmas. Namely, it is becoming more and more common for experts of the younger generation to be engaged in two or more companies, that is, on several projects. If we have a candidate who has the necessary knowledge, will we hire him if he tells us during the interview that he is free to work in our company only four hours a day, or three days a week? Also, on the labor market, specialists are more represented than generalists in any business segment. The younger “snowflake” generations are more inclined to a narrowly segmented project field of work and are reluctant to accept the broad responsibilities of a generalist. The question for the future is how to create a quality combination of generalists and specialists in the team, in order to achieve maximum development and performance both in marketing and in any other segment.addressing.

(R)evolution of societyone network

The emergence of Tiktok and the development of its influence have created confusion and led to a change in trends in social networks. In contrast to the previously (and still with some target groups) beloved networks Facebook and Instagram, Tiktok does not base its influence on the number of followers, but it solely depends on good ideas and knowledge of the algorithms of this network, with the aim of maintaining attention until the 15th second users, which allows the algorithm to spread the video and achieve the desired virality. This also represents the biggest challenge for companies, because the creation of content requires special engagement, which is why this network is still very little or inadequately represented as a channel of communication between companies in Serbia and the end users.to the moneylenders.

At the panel, I presented the Tiktok page as an example of good practice Belodore Serbiaas the most active retail site in Serbia, and presented the key points of this successful story, behind which, however, the great work and cooperation of the company and agencies:

• The target group on the Tiktok network has expanded significantly in the past two years, and there is a significant trend of moving to target groups from 20 to over 50 years.
• Tiktok doesn’t just make fun content, but fun is an important part of Tiktok. It is the responsibility of the brand to create an adequate monthly scenario that gives effective results, but does not violate the identity.and Brenda
• Endorsers on Tiktok should be as “genuine” as possible. Ambassadors Belodore Serbia on Tiktok are colleagues from Belodore niche perfumery, which in the right way bring the brand and shire „hype”.
• Selected and most effective video materials from Tiktok can be connected to other social networks of the company and thus contribute to the development of viral videos. Belodore Serbia in this way, there are videos on Tiktok with over a million review.

(R)evolvetion of work in infthe lightest

The increasing number of networks, along with the desire for influencers to achieve the greatest possible interaction with followers and thereby generate the greatest possible income from promoting brands, has brought several side effects nand the market:

• The creativity of influencers is on the rise and requires more and more brands, which becomes a challenge and threatens to turn into a template. It’s a new trend #inspiringcreators and evolution is expected to take place in our region as wellabout the direction.
• The largest number of influencers are not narrowly profiled by the categories they promote, even by the price categories of goods, so we have the case of public figures who work in parallel as the face of supermarkets and high fashion and cosmetics brands. The consequence of this phenomenon is that in 2022, several premiums beauty brands have rejected full lists of suggested influencers for their events, noting that they can’t connect with influencers who don’t have a clearly built identity.
• The previous two points are a prerequisite in order to reach the level where we can really have influencers on the market who will be endorsers of a brand or a specific trend. This (r)evolution will require the courage and differentiation of certain influencers, but it is also an investment in the personalization of the influencer’s identity, which is now on the verge of remaining completely inconsistent and unclear to followers, but also whocompanies.

(R)evolution of work – AI/ChatGPT

This is, indeed, a quiet revolution. Over 50 percent of the panel’s more than 300 listeners are already using it ChatGPT in business. We also heard the example of one agency that is with help ChatGPT– and significantly accelerated the preparations for the creation of a creative offer. Other companies have used this module to create job ads based on given parameters. The question arises whether we should treat this trend with awe, fearing that it will extinguish certain jobs (copywriters, content creators, etc.) or will this artificial intelligence model be just a tool for more efficient business. An important trend that will demonstrate the power of global application ChatGPT– and there is also a trend of banning its use by several countries – first of all, China and Russia, as large markets. Italy is the first country in the European Union to ban its use ChatGPT-a, because its regulatory body has shown that this module does not comply with the GDPR and that it illegally collects and processes the data of Italian citizens. So ChatGPT has all the characteristics of a quiet revolution, so we will carefully monitor the development of this trend in the global paddressing.

(R)evolucija event mmanagement

This topic was not discussed in the relevant panel, but it is the topic of this issue of BIZLife magazine. More than ever, interests are changing extremely quickly. What was once common in event industry – becomes obsolete. So it’s no surprise that this industry, built on people’s interests, has to quickly adapt to these dynamic changes. The audience is becoming increasingly demanding and is not interested in events that lack planning, different content and adequate space. That’s why we need to admit the following: if we don’t have a clear scenario at the event, if the participants are not engaged with the program, digital and stationary activations, places to create digital content that will be promptly shared on social networks as an extraordinary experience, if the quality of food and drinks does not follow the quality of the brand we want to present, if we do not immediately send PR materials for its post-promotion after the event, then we have failed to cause the WOW and ECHO effect of the event and the brand we wanted to promote.of education

At one event that I had the opportunity to organize in 2019 for a large international retail chain, the name of the event and the jersey code had the same motto: “Be unique, not perfect!” Dozens of invited guests contacted us with the same question: “What should I wear according to this dress code?” No one has ever given me so much freedom to dress at an event and now I don’t know how I should look.” At the event itself, everyone experienced the theme in their own way, and that was the right reaction, because everyone was committed to the event even before its start, by the dress code itself. One of the guests comes in and says, “I had no idea what to wear, but when I saw this shirt, I knew I knew how I would look at this event.” The T-shirt read; “I’m cliché!”

The (R)evolution of trends in the business and marketing environment will definitely be based on the increasingly dynamic development of society, macroeconomic and political influences, as well as customer habits. What we would call a revolution yesterday is, in fact, a dynamic evolution of trends, without which we will not be able to continue building the unique identities of the companies we represent. Therefore, forward to (r)evolution!

Source: BIZLife Magazine

Photo: Unsplash