What matters the most is to create consumer demand that delivers a business return. Demand for the brand, product or service is the key measurement of success, it lives beyond ideas, tools and channels. It is about understanding what matters and developing a need based solution to drive demand. By identifying what matters most and delivering it through distinctive and effective design and communication solutions will ensure that your brand will be considered, accepted and adopted.

What has changed is the approach to the conversation. People are no longer buying products, services and/or brands, they are buy solutions to a need they have. Our job is to create and amplify the need, build a conversation around the solution and then introduce customers to the product, service and/or brand that answers the need and delivers the solution. To be effective, we focus on the quality of the conversation, create a need and drive demand for your product, service and/or brand by being part of the solution.

For the marketers out there that think, it is simply a case of creating an advert, placing it on the various platforms and using the great data based technology available to get the message spread as wide as possible, or as targeted as possible. I am sorry to say you are wasting your time and money. Adblocks has increased by 35% and marketing bodies are starting to create guidelines governing the use of advertising to protect the user experience. In order to achieve a return, focus needs to be on raising the customer experience, deliver value-adding campaigns, leverage all things internet and optimise influencer marketing.