The current global environment requires marketing professionals to consider different

approaches when determining how to create value. They must look beyond the horizon for
dynamic strategies to build awareness and incite demand from an ever-changing landscape
driven by technology. Marketers can use the top three global marketing trends of 2018 to
not only build awareness but endure impact for a mobile-first generation. The trends are life
on demand (instant delivery and answers), truth and transparency (real-life advertising), and
compact creativity (micro-video adverts) (Freedman 2018).

Life on demand, or instant everything, is markedly encouraged through social media, which
allows individuals anywhere in the world to connect in an instant. Consequently, consumers
expect companies to interact the same way, and are not willing to encounter lengthy delays
to obtain responses to queries or complaints via traditional forms of communication. To
remedy this, Chatbot, an interactive platform that harnesses Artificial Intelligence (AI), can be
used to mimic conversations via messaging apps and live chat. The technology offers 24/7
support for today’s ‘always on’ consumer, engaging target audiences in real-time interaction
and responding to negative feedback (Kurilchik 2017).

As Starbucks did with Chatbot, Rituals in Trinidad and Tobago (T&T) can use Chatbot to enable
customers to skip long lines and place orders for coffee. The technology can build brand
awareness and provide customers with the convenience they need, i.e. customers will receive
a notification when the order is ready for collection.

Truth and transparency continue to be a significant concern for consumers, who are losing
confidence in or increase suspicion of online content. To counteract this, marketers can show
authenticity in three ways: harnessing the power of user-generated content, promoting
positive values through employees; and illustrate stories that are real-life. The authentic
approach can further contribute to building consumer confidence and earn brand loyalty
(Kuchta and Miklosik 2017).

To elaborate, ASOS fashion achieved public praise for not using Photoshop to enhance the
images of its swimwear models (Lindsey 2017). The ad campaign featured untouched photos,
which gained widespread positive feedback because consumers had an emotional connection
to the representation presented by the brand. Likewise, Heather Jones International clothing
based in T&T can use the strategy to move from selling clothing to creating emotional
connections that resonate with customers.

Compact creativity, micro-video adverts and short videos can capture consumers attention
within in an instant. With an ever-reducing attention span and focus, marketers must
recognise the increased audience of mobile and wearable devices, who want to consume
content while on the move.

Capitalising on this model, Snapchat launched a video only platform gaining ten billion views
daily, for videos no longer than ten seconds (Kuchta and Miklosik 2017). Concise videos
compel viewers to keep watching the content versus scrolling past it. To engage millennials
with short attention spans, short visual content is essential at increasing views and promoting
a brand (Kurilchik 2017). For example, the Grenada government can use micro-videos to
illustrate the fascinating island to attract visitors from the United Kingdom (UK), where the
country has experienced a 7% decline in 2017 (Straker 2017). The campaign can use precision
marketing that targets UK citizens around winter, which shows blue skies and calm beaches.

In closing, the growing prevalence of using marketing trends can cause unprecedented
challenges to businesses in the Caribbean. An advertisement campaign can give rise to several
legal conflicts over trademarks, copyrights, and consumer protection that compound global
marketing. Brands face increasing challenges of laws and regulations and are seeking
innovative ways of building a brand and engaging consumers in the digital space. For example,
The Caribbean Development Bank of Barbados faced a lawsuit against the use of music
artwork “Aie Dominique” for synchronising the work with its pictures in an audio-visual
production by Dominican owners.

Businesses in T&T and the Caribbean are behind with the use of technology, whereby, most
do not have a website or a social media account. When looking at worldwide marketing
trends, businesses who are without such mediums are predicted to lose customers or
potential customers as consumers are accustomed to having access at their fingertips.
References

Freedman. 2018. Global Marketing.

https://www.freedmaninternational.com/content/uploads/Marketing-Trends-
2018.pdf.
Kuchta, Martin, and Andrej Miklosik . 2017. “Evolution of Digital video consumption
patterns.” Communication Today (Research Studies) 8, No. 2: 58-69.
Lindsey, Daryl. 2017. ASOS didn't Photoshop their swimsuit models. 30 June.
https://hellogiggles.com/lifestyle/health-fitness/asos-didnt-photoshop-swimsuit-
models-internet-freaking/.
Straker, Linda. 2017. Now Grenada. October 9.
http://www.nowgrenada.com/2017/10/grenada-experiences-reduced-uk-arrivals-
and-increased-cruise-ship-calls/.
Kurilchik, Eleonora. 2017. “Chatbots as a Digital Marketing Communication Tool: Wiredelta.”
(Tactical Tech) 1-52. Accessed 5 9, 2018. https://theseus.fi/handle/10024/131171.