Year-ender 2018: 'Consumer behaviour and choice will increasingly be influenced by the community'

Campaign India's December series where industry leaders talk about a surprising moment from 2018 and an expectation from 2019.         

 

Here's what Atika Malik, COO, Cheil WW India, had to say.   

 

A surprising moment from 2018   

 

The very rapid growth in consumer trust and loyalty for very young digitally native brands across diverse categories. From education and medicines to travel and news, consumer journeys have stopped following predictable paths.

 

A prediction for 2019

 

There will continue to be a growing impact of  the "Community Effect" on brands and categories. Where consumers behaviour and choice will increasingly be Influenced by the community of people that interact with the brand. These can be users, influencers, critics, reviewers, content consumers, bloggers, the list is endless. The voice of the brand will just be one of the many.

Year-ender 2018: 'There will be new collaborations between regional and mainstream'

 

Year-ender 2018: 'Accenture will buy WPP' 

 

Year-ender 2018: 'The exit of Martin Sorrell has left many wondering what behavior is acceptable'

 

Year-ender 2018: 'All leading companies have personalisation at the heart of their strategy'