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Door: Nasser Mohamud
A Glimpse Into The Future Of Marketing

Marketers are constantly trying to figure out: What is the next hot trend?? What is the next big campaign?? How can we deliver our client  the “next big thing”?? A recent article by Jeff Beer, a former staffer at Advertising Age, Creativity and Canadian Business magazine, discusses predictions that will transform the marketing landscape by 2020 based on views of top innovators in marketing and advertising. Here are the top future trends that will drive and have the biggest impact on the future of marketing:  

 

Chris Brandt, chief marketing officer, Taco Bell Corp.
" Most branded content will come from consumers."


Mobile is going to become the center of marketing.
 
The number one possession people have is their smartphone and there are more mobile devices than people on the planet along with tablets to wearable gadgets etc etc…. Therefore the evolution of mobile devices is and will be one of the prime factors influencing the marketing world. Mobile is the way people interact with friends and brands and as the focus will be shifting to smaller screens, brands will be able to strike up a more personalized relationship with their customers by leveraging the power of mobile.
 

Transparency is the new black
Consumers expect more information from the brands they use and they expect brands to do good. This trend will continue with customers becoming more demanding in their expectation of transparency . The brands that  “walk the talk” and create real value in a genuine and authentic way – will be rewarded. And the ones that haven’t made their consumers dealings transparent will be headed to a future of doom.

Rise of video sharing and the need for good content
Obviously with the rise of mobile, video is in high demand because people love visual storytelling. This includes short form, long form, snippets, streaming, etc.
Content, particularly visual content, will rule the roost in the online marketing world, evolving into various forms and disrupting the conventional marketing models. The speed at which a brand can create amazing content will play a part in their success. Creative and digital agencies will morph into one as ideas need to be cohesively executed across all channels simultaneously. In other words, content will need to be produced more quickly and efficiently. This will have big implications for the traditional agency/brand relationship.
 

The power of User-generated content will be the new hit. 
Brands need to accept the fact that user generated content will far exceed branded content and that they aren’t in complete control of their own brand. By marketing to their customers brands will begin to relinquish control of their own brands through online reviews, social media posts and blogs. As a result, there will be a strong need for brands to create a positive impact in their consumers’ minds. Along with this model of content production, co-creation content between brands and consumers will be a popular trend as well.

Chris Brandt, chief marketing officer at Taco Bel explains: we look at three approaches to content: Create, Co-Create, and Curate. Create is our own content, co-create is content created in partnership with consumers, and curate is taking the user generated content we like and showing it to more people. The most important ingredient in all of this is authenticity.
 

Linda Boff, executive director of global brand marketing, General Electric
Owning your audience.
In a world filled with incredible new tools to cultivate community, customers,
consumers, and fans are more accessible than ever.
Look for more direct conversations.

                    



Virtual reality has become real.

Connected everything: homes, TVs, cars, jet engines, locomotives, wearables, lights. As marketers, pay particular attention to TV, as the web starts to power your remote control, look for more new players with high-quality content.

New faces to news coverage. Emerging publishers who tailor content, context, and media to younger audiences will surge ahead. Mic, Vice, Fusion, Circa, and Quartz are incredibly well-positioned.

Many of the hottest new media apps will help filter the clutter. By either evaporating or simplifying communication down to a "Yo," brands will need to behave in a similar manner in these places to stay relevant.
 

Noah Brier, co-founder Percolate
" Over the next five years we’ll see technology . . .
become a part of the core fabric of marketing itself."



Social will become the next Internet.
 
Social has the full potential to become not just one of the channels but the channel. Social will become an integral part of the “broader marketing discipline.” As its impact grows stronger, most brands will fully transition their marketing efforts to social channels.
 

The increase of technology brings complexity to marketing
The job of being a marketer in 2015 is undoubtedly more difficult than it was 20 years ago. The proliferation of channels, markets, and, importantly, incomes in emerging markets around the world, has made marketing a complex discipline. While this is a big challenge, it’s also a good problem to have, as over the next five years marketers will have an ever-growing customer base who, thanks to the growth of smartphones, they will be able to reach directly (many for the first time). All of this will drive more complexity inside and outside organizations, but, when accompanied by growth, that’s not necessarily a bad thing.


Technology moves upstream.
If you look at how technology has moved through marketing, it started at the edge (distribution of marketing assets) and has continued to move closer and closer to the actual planning and development of marketing itself. Over the next five years we’ll see technology complete this transition and become a part of the core fabric of marketing itself.
 

Matt Jarvis, chief strategy officer, 72andSunny
" Good agencies will act like product companies, not service companies."


Good brands product companies vs service companies
Great service will NEVER go out of style. And while service companies aim to create a happy customer and look forward to a contract renewal, product companies thrive on innovation. So, for brands of the future, customer satisfaction and retention will not be enough. They will need to innovate more efficiently to create more value for their customers.

         


Big data will get personal & culture will still be king

The revolution that has changed how brands go to market will become personalized and allow individuals to use data to pursue their passions and goals. Products and experiences that help people along on this journey will become a much bigger part of our lives. Marketers who participate in this productively and respectfully will form deeper relationships. Those who intrude will get shut out. Furthermore, people will continue to care more about culture than products, so brands that operate on a cultural level will be the winners of the future as they are of the present.
 

Alex Hesz, director of digital, adam&eveDDB
" Mobile has been in every one of these lists for two decades. And always correctly so. The next wave will matter. Because mobile web access will change the lives of billions of people over the next five years."

 


Metadata versus personal data:

The potential value of well-collected, well-interpreted metadata is near limitless. Real-time traffic updates based on signals from mobile phones. Faster and more accurate public health measurement. Supply chain optimization via signals from fridges that reduce food waste. Metadata will make life better. In the next five years I see our ability to use metadata smartly evolving, but of much more profound importance, I sincerely hope we will see a shift in public understanding that personal privacy and a world made better by metadata can very comfortably coexist.

Last year's National Health Service metadata scandal ("private data sold to insurance firms!") in the U.K. proved that public understanding is lacking. The fact that personal information is of demonstrably no value within metadata (quite the contrary—the principle being that only once a volume that negate the impact of rogue individual samples is achieved does the data set become of use) was lacking, to the ultimate detriment of all.
 

Measurement of campaign success:
Metrics are all over the place. We had page views (which was essentially like tracking escalator use at a department store—i.e., how many times people had to do a thing that’s basically inconvenient), Facebook Likes (which are now of no lasting utility), video views (now an indicator primarily of paid investment), and click-through rates (which still fail to discern quality of traffic). None of them are good. Even engagement rates and dwell times are slippery.

We are still yet to settle on a metric that is fit for purpose; one that is easily repeatable, undeniably valuable, demonstrably linked to ultimate effectiveness. I can’t help but feel that when we do, when we’re able to say, "Yes it achieved 19, and our benchmark is 12," and we know for sure that means it worked, then we will be in a transformed place. Surely. Surely it’s going to happen soon.
 

Mobile Internet in the developing world:
Mobile has been in every one of these lists for two decades. And always correctly so. The next wave will matter. Because mobile web access will change the lives of billions of people over the next five years. Whole communities, whole regions, previously left without the sheer wonder (we’re used to it, but the mobile web is utterly, literally wonderful) of mobile data will gain access to it via projects like Google’s Android One, bringing affordable, capable, up-to-date devices to the developing world. What these new audiences will do with it can only begin to be imagined. Everyone talks about irrigation and medical knowledge and optimizing supply chains in the developing world. But I reckon a billion young people and Internet might be capable of a whole lot more than that.
 

Spencer Baim, chief strategic officer, Vice Media
Many of today's brands will become irrelevant after failing to recognize that the
millennial consumer is a generation of people, not just a niche "youth" market.


Brands solely-focused on Millennials will go out of relevance.
Brands will need to understand that the millennials are not a niche “youth” segment but a generation of people who will ultimately give way to a newer generation. Therefore, millennial-focused brands will have to change their game to stay relevant.
 

Brands will own their audience. 
By cultivating brand community and entering into direct conversations with their customers, brands will begin to own their audience in a way that will create loyalists and brand advocates. Great marketers will find a brand story that is worth following, and will create chapters to this story that evolve over time. They will embrace brands that evolve.

 In the future of marketing, branding and marketing efforts will have their seeds rooted in what customers are talking about. The customers’ responses and feelings toward the brand will dictate future campaigns. Essentially, if the customers are happy, they’ll gladly wear the marketer’s hat and do what is needed to bring their favorite brand in focus.

Banner advertising, through innovation, will actually work. Rather than disrupting user experience, media will provide added value to a website, giving the consumer what they want, producing tangible results.