1. Television is still strong, and combined with digital media even more

Various studies have emphasized the same fact: television is still the strongest advertising medium. Innovative television formats increase the spontaneous memory of an advertisement by up to 20%. Spontaneous recollection of advertisements among respondents was further increased if advertisers also added internet video advertising to television advertising, such as on YouTube or other social networks. So internet video strengthens the television star. Not only that: consumers who see an ad for a particular brand on television think that they are more trustworthy and more liked, which in turn leads to more sales.

2. Attention as the most valuable currency

Although internet advertising has also brought about more accurate measurement and monitoring of consumer behavior, which allows advertisers to create ads to their liking, this does not mean that it does not matter how the ad looks. Specifically, consumers continue to want ads that will not only be informative but will also entertain, promote, or otherwise attract their attention. "At a time when people's attention is rapidly dwindling, attention has become the most valuable currency," says David Bassett, director of analytics at Lumen Research, where they do eye-tracking, among other things.

3. Authenticity is highest on price

At a time when (internet) influencers are growing like mushrooms after the rain, and fake news and fake profiles are irresistibly inundating digital media and social networks, authenticity is the only value to focus on. Consumers have become more alert in the flood of content; they no longer trust everyone, they don't allow someone to drag them by the nose and "sell" their content as credible. They have developed some kind of "inadvertence" radar, which allows them to filter out any redundant information. The authenticity of the content - and the individual who publishes it - is therefore crucial. The Slovenian designer Nina Susnjara has proved that with her relaxedness and relentlessness, but above all with authenticity, who says that there is no room for transformation in her posts on social networks and in her partnerships with brands. Only openness and authenticity in the long run lead to extraordinary creations.

If as a business you just blend in with all your competitors, if you are no different to them, you don't have your own voice and you don't have a clear story, you will be just another brand on the shelf.

4. Befriend the data

Marketing and marketing experts, who have focused on the issue so far, how to create creative ads with the help of advertising agencies, which will delight consumers and win awards at advertising festivals, will have to befriend the data. Only in this way will they be able to be the best interlocutor to directors who are interested in "just bare numbers," or even be able to break into company executives.

Dr. Nikolaos believes that the time has come when the marketing manager must take on the role he or she deserves: the role of the transformative leader. A New Age Man or a Transformative Marketing Manager must master four key skills, namely neuroscience, prognostic analytics, innovation and creative decision making. "A modern marketing man must have excellent forecasting skills and must be able to cope with the sea of data. He must have extremely developed problem-solving and decision-making skills," he said.

5. Think about the distant future

The "geeky" serial entrepreneur and technology enthusiast Peter Hinssen, who has stunned the SEMPL audience with his thoughtful and carefully thoughtful wit, advises us to devote at least some time to the "day after tomorrow". By working daily, you create instant value for the business, and by focusing on tomorrow, you are conceptualizing future value, while thinking about the day after tomorrow to take into account the long-term value.

So, by devoting only 10% of your time and other resources to thinking about what will happen in 10 years - and acting accordingly - you create long-term value for the business and allow it to not only survive, but to survive, grows rapidly and blooms.