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RESEARCH, ANALYSIS & TRENDS

Creative trends for marketers in 2019

2019 promises to deliver incredible new developments in marketing – at scale – is huge and growing. More
the way designers approach customer experience. sophisticated marketing and data platforms are
Improvements in personalization and artificial facilitating this potential. And as user expectations of
intelligence (AI) are enabling independent designers and personalized content rise, creative and design teams
marketing professionals alike to create experiences that must adapt traditional ways of working so they can
truly delight their customers. produce a greatly increased level of output – increase
their content velocity.
With the rest of 2019 a blank canvas before us, there’s
no better time to look back on the trends that shaped the The key to content velocity in 2019 is focusing on
Southeast Asian (SEA) creative industry in 2018 and designing systems that can scale production rather
consider the trends that will drive creativity and than individual assets.
innovation in 2019.
With more pressure on teams to deliver, the Adobe and
Personalization e-Consultancy 2018 report, Digital Trends for Creative
and Design Leaders, shows that companies must
Designers have a content velocity challenge. There is an ensure that they have the right processes and
ever-growing demand on creative teams to produce high workflows in place to operate as efficiently as possible.
-quality content and digital assets. That demand for
creative quality is in turn being driven by a demand for Data and AI
more of it – more quality content to support personalized
marketing and customer experience. Companies are Design is not Production. Design is no longer just about
realizing that personalization is driving audience how something looks. It now also describes how
decisions. something works. This is a fundamental concept
The potential for companies to deliver one-to-one designers and business leaders need to take with them

10 March 2019 - Visual Search, Voice Search, Smart Speakers & SEO