Brand agency Strata recently hosted an exclusive insights event at Sea Containers in London titled: ‘Unlocking the Future of Content’, examining behavioural science principles, content strategy and messaging.
Strata invited Lea Karam, a behavioural scientist and consulting director at Behave, the human insights agency, to deliver a keynote discussing a changing marketing landscape where all the stages – awareness, purchase, discovery, and consideration – can occur simultaneously.
“The marketing funnel and marketing ecosystem have changed,” said Karam. “It’s not a funnel anymore; it’s a loop. Awareness and action were part of the traditional funnel. At the moment, awareness and purchase and, for example, discovery and consideration can happen at the same time. People can know about your event and they can know about your brand.”
According to Karam, revamped digital platforms have disrupted the way we communicate with different markets and changed the behaviour of target audiences. Therefore, event and marcomms professionals must understand behavioural triggers to be authentic.
She added: “There’s a lot you can do to find those nuances and connect with people. I recommend leveraging predictive technology but we need to differentiate between generative AI and predictive AI. Generative AI is text-generated ChatGPT and content-generated images and videos. Predictive AI predicts patterns. It predicts behaviours. It’s all the aggregated nuggets of information that we can get to get those nuances. Predictive AI is important because it gives you a real view of your consumers.”
Commenting on the event and Karam’s keynote, Giles Cattle, director of creative, strategy and business development at Strata, said: “Lea’s keynote speech was incredibly insightful. Our guests were blown away by the great examples she shared and were grateful for the takeaways that will help them to develop relatable event and content strategies, with our help of course.”
Cattle added: “Brands can’t achieve true engagement without experiences that connect and captivate. For years, we have all been saying how content is king. Therefore, events are the perfect opportunity to foster that culture of belonging that so many audiences crave.”
