HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?
Last year, the digital ecosystem was transformed by the rise of Large Language Models like ChatGPT; this revolutionised personalised communication in marketing, notably enhancing chatbots’ capabilities.
These tools now target audiences more intelligently and precisely with tailored messaging, an achievement previously limited by workforce constraints.
WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?
In the past year, our proudest achievement was not a project but maintaining all our clients, which is a significant success.
We expanded our services, embraced more influencer marketing and digital campaigns and diversified our offerings.
Our evolution from a communication consultancy to a comprehensive communication partner in 2023 also marked a key transition, becoming an integral extension of our clients’ marketing functions.
This holistic approach to communication solutions is something we’re particularly proud of.
WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?
Brands should integrate AI to enhance reporting, insights, and personalise marketing.
A shift towards niche influencers who connect with audiences personally and emphasising sustainability with tangible results over mere ‘greenwashing’ are key for a robust digital approach.
WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?
This year, the focus will be on Large Visual Models (LVMs) powered by AI advancements to recognise visual cues and data; additionally, significant improvements in VR and AR will change audience engagement.
As such, brands must stay updated with emerging LVMs, like the Apple Vision Pro and Meta’s Ray-Ban smart glasses, just two examples of the many innovations expected to reshape our digital interactions in 2024.
WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR?
The main focus is on maintaining authenticity and transparency, staying attuned to audience needs, and adapting to the evolving landscape.
This is fulfilled by utilising digital technology and innovations in communication to make a measurable, positive impact on society while also ensuring tangible results.
-By Tariq Al Sharabi, Managing Director, Cicero & Bernay
