FUTURE TREND SPOTTING WITH DINO KUCKOVIC

As the Director of Community and Events of Falcon.io, a social media marketing platform that is trusted by more than 30,000+ brands and marketers, Dino Kuckovic considers himself a webinerd who has played ping pong across the Atlantic several times. With over 10 years of experience, he started off in fashion only to land in the New York City tech scene. He is a creative thinker with an unwavering belief in the power of marketing to build unity and shared vision.

We managed to catch up with him for a quick chat and pick his brain on moving forward in the ever-changing marketing landscape.

How has 2020 impacted your way of thinking and moving forward?

Back in March 2020 I lost it because some virus was messing up my beautifully designed annual calendar and I thought to myself b**** please! With a couple of deep breaths and a "come-to-Jesus moment", I shifted gears and restructured our Playbook. I had to, we all had no other choice. 2020 ended up being downright bizarre in too many ways to mention. And, as this overall strangeness translates to the marketing realm, the notion of the ‘ever-changing marketing landscape’ has never been more applicable — if not understated. And, in these turbulent times, marketing has required a great deal of tact and sensitivity.

What do you think are some of the changing trends for Gen Z & Millennials that we will see in 2021?

Millennials are idealistic whereas Gen Zs are practical. Millennials are swayed by experiences whereas Gen Z look for value. Millennials shop online whereas Gen Z prefers an (buzzword alert!) omnichannel experience. Millennials are attracted to brand ethos, whereas Gen Z are attracted to brand values.

My session at Pause Fest is focusing on a wide array of social media trends shaping 2021 like, for instance, brand activism and how diversity is seen as an asset precisely by these two generations.

How is Falcon.io equipping itself for the road ahead in 2021?

Victory will go to the swift and adaptable. If there is one thing the pandemic taught us, it is to be nimble. Yes, we are thinking 10 steps forward, 5 steps back but once the world bounces back, you want to be ready to pounce! Set the right foundation today, to be ready tomorrow. More concretely? We’re investing more heavily on marketing technology. Personalisation at scale starts with data and so much data today is trapped in organisational silos. We’re cleaning all of that up so both marketers and sellers at Falcon.io can truly take a coordinated approach.

Your keynote at #Pause2021 is titled "Social Media Trends: I See 2021's Truuuue Colorrrsss, shining through". What can we expect to walk away with from your session?

Nothing stays the same — in life or in marketing — and this year, it feels especially important to examine the trends and developments taking place in digital marketing and social media. That’s why, above all, the ability to ‘read the room’ is an overarching imperative I'll sprinkle across my session. Many marketers are currently capitalising on 2021 social media trends and, with proper execution, you can too.

Pause and reflect - tell us one important lesson that you have learnt.

Education meets Entertainment! Whatever I touch, whatever my team works on needs to be infused with these double E’s to meet audience expectations and deliver a memorable experience be it in a webinar, reading a blog post or at an event. Follow this motto and people will come back for more!

Gaze into your crystal ball - tell us one prediction that will happen this year!

Practicality will become the new premium! People’s priorities have shifted and as a result, we’ve adjusted our spending toward essentials and crave products that truly meet our needs. We can expect to see more campaigns anchored in human-centric practicality across marketing efforts. In Australia, for example, Campari launched the #ShakenNotBroken campaign, assisting small, local bars with food delivery to housebound customers.

Dino will be presenting his keynote, Social Media Trends: I See 2021's Truuuue Colorrrsss, shining through, at #Pause2021 on the 3rd of March 2021.

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