interview: Natasa Perdiou, country manager of Action Cyprus

From personalised experiences to AI, platform-native content development and sustainability, brands are challenged to adeptly navigate today’s rapidly evolving marketing and communications landscape to cultivate meaningful connections with their audiences.

In an exclusive interview with InBusiness News, Natasa Perdiou, country manager of Action Cyprus, shares her insights into the profound changes that are shaping the industry, and discusses emerging trends and challenges that are defining the path forward.

What are the most significant changes that have occurred in marketing and communications after the pandemic?

There is no doubt that the post-pandemic period has been catalytic for the advertising and communication sector. The restrictions during Covid had a major impact on human communication and contact, prompting businesses to shift forcibly towards online media. This resulted in an increase in the demand for digital advertising, as businesses sought effective ways to engage with their audiences that almost entirely shifted to digital channels overnight.

Moreover, this unprecedented situation had significantly accelerated the adaption of new technologies and innovations, including chatbots, augmented reality (AR), advertising on streaming platforms and so on.

What are the major trends and challenges in communications, advertising, and marketing in 2023?

This year has brought significant changes and challenges to our field.

One noteworthy trend is the shift towards more personalised approaches, with most businesses now focusing on creating personalised experiences for their customers. The modern consumer seeks and expects more tailored and targeted messages. Consequently, more strategic and personalised approaches lead to increased response and engagement rates and a better overall consumer experience.
The success of tailored messages heavily relies on user receptivity.
In fact, consent-based communication significantly increases the likelihood of engagement. This is because recipients already possess an interest in the content and have actively agreed to receive it. Moreover, when individuals feel they exert control over the communication they receive, they are more inclined to interact with the content. Of course, every message should provide genuine value to the audience, as this association will associate the brand with helpfulness, expertise, and a sincere desire to address their needs. Value can manifest in various forms, ranging from educational content and practical tips to problem-solving advice, entertainment, and exclusive offers. Lastly, offering recipients the option to customise their communication preferences, including frequency and timing, can further enrich their experience.

Another trend that has become more prominent this year is the use of artificial intelligence (AI), including content production automation, ad performance prediction as well as personalized messages. While these new technologies can be game changers for marketers, their adoption also brings challenges that need to be considered, including investment costs, potential lack of technical expertise, as well as the need to effectively integrate these into the brand’s overarching marketing strategy.

The entry of various communication platforms like TikTok and Clubhouse into the advertising and marketing game is another significant development. This, in turn, requires new, platform-specific strategies and approaches for brands to effectively reach and engage audiences. ach platform attracts a specific demographic with its own behavior patterns. TikTok has gained popularity through its short-form video content, while Clubhouse focuses on audio-based conversations. Understanfing how users engage on these platforms is crucial to effectively tailor a brand’s content and approach. In addition to that, the culture and communication style on each platform can vary greatly. To drive results, brands need to adjust their tone, messaging style, and overall voice to fit the platform and appeal to the audience.

Sustainability has also emerged as a pivotal consideration, assuming a central role in the marketing and communications strategies of organisations. The upsurge in consumer interest and investor focus on sustainability has prompted businesses to align their objectives with socially and environmentally conscious progress, cementing sustainability as an indispensable facet of their strategies. Marketing teams are now prioritising the adoption of sustainable marketing practices, promoting more eco-friendly products and services, while making steadfast, long-term commitments in this direction. Nonetheless, the journey toward sustainability can encounter obstacles due to organisational departments’ hesitancy to prioritize sustainable practices over other aspects, often in favour of short-term financial outcomes.

How do you expect advertising spending to evolve by the end of this year, and what are your predictions for 2024?

The ongoing continuation of the trends observed this year is expected to persist throughout 2024. Advertising spending is anticipated to gradually shift towards digital media and alternative formats, including native advertising, podcasts, and collaborations with popular content creators. Furthermore, I foresee a rise in brands allocating greater resources to purpose-driven communication strategies, resulting in a significant portion of their advertising budget being directed in this direction.

What were the most decisive moments/collaborations for your office this year?

This year has been filled with creative collaborations for Action Cyprus. One of the highlights has been our partnership with Holland & Barrett to promote their sustainability-focused brand through interactive experiences and native content campaigns. Additionally, our upcoming marketing campaign for KEAN is about to go live, which will shed light on certain dark aspects of social media while inviting young people to rediscover the true meaning of “Living Together.” Believe me, it will be quite intriguing.

What are your immediate plans for Action Cyprus?

At Action Cyprus, we constantly seek to evolve and grow, with a keen forward-thinking focus. In 2024, the need for meaningful communication will be greater than ever before. Therefore, we remain committed to working closely with our clients, to support their growth through creative holistic communication campaigns that create genuine and meaningful connections between brands and consumers.
Through our work, we aim to attract consumer attention, effectively engage audiences, and ultimately create emotional traction. With a team of experts full of enthusiasm, in-depth understanding of communication and marketing trends and strategies, and an unwavering thirst for innovative ideas, we believe that every and any goal is achievable.

And while we remain committed to being there for our clients every step of the way, we also maintain a strong focus on constantly improving the experience of our own people. At Action, we believe and proactively promote and support the continuous professional (and personal) development of our colleagues through tailored learning and development programmes, while also fostering an environment where they can thrive through a series of health and well-being initiatives that form part of Action’s wellbeing commitment.

Get to know the team of Action Cyprus in the special marketing edition of InBusiness News HERE