WHAT SETS YOU APART AS AN AGENCY?
What truly distinguishes us as an agency is our holistic approach to marketing, where we seamlessly integrate various marketing disciplines to create cohesive, multi-faceted campaigns. We leverage our broad expertise across digital, traditional and emerging channels to craft bespoke strategies that resonate with our clients’ diverse audiences.
This integrated marketing solution ensures that every touchpoint in a customer’s journey is thoughtfully considered and optimised, resulting in a more unified and impactful brand experience.
HOW DID YOUR INDUSTRY CHANGE LAST YEAR?
Last year was transformative for our industry, with significant changes driven by advanced AI integrations and ever-evolving social media algorithms. These shifts have compelled us to rethink metrics of success, moving beyond efficiency to prioritise effectiveness. It’s no longer just about reaching audiences at scale but engaging them meaningfully.
As algorithms become more complex, we’ve adapted by developing more sophisticated, data-driven strategies that align closely with user behaviour and preferences, ensuring our campaigns deliver not just reach, but real resonance.
HOW IS THE ROLE OF YOUR AGENCY CHANGING?
The role of our agency is evolving rapidly in response to the dynamic market landscape. Agility is our mantra, allowing us to swiftly adapt strategies and campaigns to meet the ever-changing needs of our clients and their audiences.
By positioning ourselves as an ‘all-in- one solution’ we’re not just service providers but strategic partners leading our clients’ marketing efforts.
This comprehensive approach, combined with a strong focus on data measurement and continuous optimisation, enables us to consistently reassure our clients of a positive Return On Ad Spend (ROAS), even in the face of unpredictability.
WHAT CHALLENGES DO YOU PREDICT FOR THE YEAR AHEAD?
Looking ahead, we anticipate a couple of significant challenges that could reshape the digital landscape. The impending deletion of third-party cookies represents a pivotal shift in how we track user behaviour and personalise experiences online.
This, coupled with ongoing changes to social media algorithms, will require us to innovate new methodologies for audience engagement and measurement. Our focus will be on developing privacy-first strategies that respect user consent while maintaining the effectiveness of our campaigns.
HOW WILL TECHNOLOGY AFFECT YOUR INDUSTRY IN 2024?
In 2024, we foresee technology, particularly AI, playing an even more central role in our industry. AI integration is not just about automating tasks or analysing data; it’s about harnessing this technology to create more personalised, intuitive, and engaging customer experiences.
From predictive analytics to natural language processing and machine learning-driven content creation, AI will enable us to push the boundaries of creativity and efficiency, delivering campaigns that are not only targeted but truly resonate on a personal level.
WHAT ARE THE BIGGEST TRENDS CHANGING YOUR INDUSTRY TODAY?
Two of the most significant trends reshaping our industry are the meteoric rise of platforms like TikTok and the ongoing evolution of algorithms across all social media. These trends underscwore the importance of adaptability and innovation in content creation and distribution.
TikTok’s growth exemplifies the shift towards short-form, highly engaging content, compelling us to think more creatively and succinctly. Simultaneously, as algorithms prioritise user experience and relevance, our AI-driven strategies enable us to analyse vast datasets, uncover insights, and tailor our approaches to meet these new standards.
This ensures our content not only reaches its intended audience but truly engages them.
-By Pakinam Olama, Managing Director, Around The Clock
