The right awareness is the best weapon to defend ourselves:

[bellal khan]

From the explosion of AI in the market to the fall of free tracking post-IOS 14 update, through the eternal battle between branding and performance…

Here's how we should react to these issues that, from the most recent to the least, keep us awake at night:

AI as a tool : The common opinion is that “AI will steal our jobs” . But in our case, in particular, this is really unlikely. AI is already used today in many companies and there it plays no other role than that of an assistant. It will be a tool, damn useful of course, but functional only if guided by us. It is important, therefore, that each brand defines an orderly structure to choose which tasks to entrust to AI and which not, organizing in parallel a training program to master the tool.
The new tracking framework : The IOS 14 software update for iPhones has banned the implicit sharing of owner data. This has greatly weakened the data flows managed by platforms whose business model was fully reliant on them, Meta first and foremost. 2023 will be a year in which to focus on the proprietary data that we can collect ourselves and share with each other. We will have to paint the complete picture by enabling the tracking of different micro-data on different channels, and then unite them in a single analysis framework capable of revealing the way forward for improvement.
The truce between branding and performance : Is it better to invest in branding or performance? This discussion, more than recent, is eternal, but it is time to close it. Today consumers no longer follow linear paths, consequently our funnels must be like omnidirectional tracks. Their objective must be to improve the relationship with our customers, keeping them in a natural way as much contact as possible with us, but without a distinction between "top and bottom of funnel" . In the canada telegram mobile phone number list mind of the consumer there is no distinction between a branding communication and a sales one.
Mindful Optimism and Creative Pessimism: Why Stories Matter If You Want to Be Unforgettable
This is what we learned at the Meta Marketers event (6 lessons on ads and content) 6

Stories bring us together, silences separate us.

And yet there we are, in front of screens, in our world, for hours and hours in an endless cycle of information…

We are trapping ourselves in a cycle of anger , frustration , anxiety and apathy that we should be able to avoid.

Emotions make you memorable : People will forget what you said, they will erase what you did, but they will always remember how you made them feel. A study explains that this is the reason why any communication cannot be only technical, full of data and practical information if it wants to be memorable. Stories, emotions and empathy are the secret ingredient.
Information vs Knowledge : Information bombards us every day. We are overwhelmed by it. But the truth is that we process almost none of it, forgetting about it soon after we discover it. Let's not be fooled by the paradox of infinite content creation. True knowledge is hidden on a different path, made of deep listening, slow study and explicit awareness.