A North East digital agency has brought together marketing professionals for a deep discussion about the future of advertising. Bonded Agency hosted its Future Trends Breakfast at the Tyneside Cinema, exploring industry shifts across paid media, SEO, digital PR, and traditional advertising. Experts from Bonded, including growth director Ellie Cresswell and performance media director Kevin Sung, discussed the rise of AI content generation, the continued impact of TV advertising, and the growing demand for authentic marketing.
The event highlighted the need for human oversight in automated campaigns, the risks of AI-generated content, and the changing role of influencers. Particular highlights included Siobhan Byrne, SEO and content director at Bonded, who demonstrated the pitfalls of AI-generated content, branding it “AI slop” after conducting experiments showing inaccuracies in machine-written medical copy.
Meanwhile, Sarah Bell, senior organic social manager, pointed out the shift toward “deinfluencing,” where audiences now crave authenticity over AI-driven influencers. Attendees were urged to use their expertise to create engaging, newsworthy content, all the more needed to navigate these new trends with caution. With AI increasingly influencing data and media planning, experts emphasized the importance of not over-relying on automation, instead advocating for a balance between technology and human creativity.
The gathering concluded with a panel discussion addressing AI, GDPR, and data security, setting the stage for Bonded’s Future Trends Festival coming up next month.
Shifting focus from marketing strategies to broader consumer behavior, another report indicates significant changes underway. Consumer behavior is constantly changing, and businesses failing to adapt risk falling behind. According to the report, online retailers with international products are facing increased scrutiny, leading to heightened consumer complaints. This indicates two key insights: customers are more likely to leave reviews after negative retail experiences and, as frustrations grow with these retailers, there may be opportunities for market disruption.
These patterns underline the powerful influence customer experience (CX) holds, which is becoming ever more of a deal-breaker. Current trends demonstrate consumers are less tolerant than ever of long wait times or inadequate customer service resolutions. This shift signifies the pressing necessity for businesses to streamline their processes, potentially integrating AI chatbots for efficiency—a move supported by the acknowledgment of the irreplaceable value of human assistance for complex cases.
Interestingly, as consumers grapple with inflation and dwindling disposable income, they are increasingly prioritizing essentials over non-essential purchases. Trends show households are spending more on necessary items, with alcohol, take-out, and comfort foods experiencing notable growth, whereas expenditures on leisure or home improvements are declining. This environment indicates businesses should focus their product lines on what customers genuinely need.
Yet, it's not just about products; trust issues are also increasingly cropping up. Rising distrust of financial systems is unearthing significant concern among consumers, especially with reports of fraud, hidden fees, and complicated billing processes. A staggering statistic from the Global Anti-Scam Alliance revealed consumers lost over $1 trillion to scams last year; almost half of the global population has encountered scams regularly. Businesses must now assure customers through proactive communication about financial processes and invest in fraud prevention measures.
Overall, uncertainty pervades as various economic factors influence consumer behavior. Companies need to build sustainable systems to navigate these hurdles effectively, focusing on retention and the delivery of genuine value to consumers. According to industry insights, agility is the name of the game, allowing businesses to evolve alongside technology and market conditions.
These insights and strategies were reinforced at the Future Trends Breakfast, as marketers gathered to share perspectives and explore the rapidly changing dynamics of advertising and consumer expectations. With all these shifts, businesses are charged with the challenge of meeting consumer needs by embracing both technological advancements and the irreplaceable element of human engagement.
Certainly, as the marketplace evolves, staying informed and adaptable will be key for marketers and brands aiming to thrive amid shifting consumer preferences and expectations. The lessons learned from recent trends will undoubtedly shape strategies applied for years to come.