November 10, 2022
Is Digital Marketing ending in few years? This is the question, every digital marketers have in their mind.
It’s tough to say that every marketer must plan for the unexpected. Without built-in agility and the willingness to pivot, even the best strategic plans can go to waste. In addition to the usual volatility, today's traders are faced with an uncertain economic environment. The need for knowledge-assisted adaptability has never been more evident or more urgent.
With this in mind, we asked top industry leaders to share their marketing forecasts for the next 10 years of brand building. How will we win customer loyalty in 2032? create companies? Build trust in the brand? When we talk about advertising 10 years from now, what do we mean? This is what we were told to expect by the end of the next decade.
New Customer Experiences
Digital & Physical Experiences Will Merge Across Touchpoints
The future of advertising success depends on building true customer relationships based on trust, support and value. As the definitions of digital and physical integration and consumer experiences become increasingly blurred, shoppers expect frictionless, unified interactions with brands at more touch points than we can imagine. These touchpoints should be built on the core pillars of Privacy, Technology, Purpose, and Sustainability.
Giving Users Control Will Lead To Meaningful Interactions
Marketers will need to unlock and enable experiences that take the onus off consumers to initiate action. Privacy concerns aren’t going away, either; the imperative will be to create a future-proof data strategy with humanized permission management, including considerations for biometric data that enable meaningful in-depth conversations with your customers. Enabling these experiences also means embracing AI and machine learning to deliver on demand for tailored experiences. All brands will need to ensure that brand purpose permeates every brand and organizational decision, down to how product distribution might change to best align with consumer services and sustainability.
Personalization & Privacy
Ads Will Become Simply Helpful Content
When I worked in marketing for Unilever, all-in-one laundry detergent pods were the most important product. But what excited me the most was a laser pen that could remove stains from t-shirts! Looking back, I have always believed in the power of technology to improve lives and unlock human potential. This is one of the reasons why 20 years ago I decided to join a technology company.
Today, working for Google, I am just as excited about the potential of AI. With AI-powered tools, we are increasingly able to deliver exactly the right message to the right audience at the right time, all at scale and while respecting user choice and privacy. Our Performance Max ads are a snapshot of the day, allowing you to use automation tools in creative selection, bidding, budgeting, and more. And in 2032, we'll be that much closer to my dream state for advertising: a world where information sources are right for everyone, while meeting the highest standards of privacy. Artificial intelligence already offers tremendous value, and the marketing toolbox will continue to evolve at a rapid pace.
Ethical Brand Building
Gen Z Will Get Higher Standards For Brands Appealing To Their Values
The most racially, ethnically, and culturally diverse generation, and also the most unusual yet, will be all adult consumers in 2032. As we have already seen in Generation Z, these consumers have high expectations about how and where their money is spent. Generation Z and millennials are also redefining the conversation about gender and gender equality. More important consumers than their parents and grandparents, this group unilaterally demands that companies and products reflect their values and communities, in indoor practice and outdoor advertising. The business bar is already high and will continue to rise in the coming years. The climb will be steep for brands that don't start the climb now by evaluating the relationship between their internal policies, political alliances, missions versus their products, external marketing, and target audiences. An attractive advertisement will not by itself win over these consumers.
Brand’s Story Won’t Be Called By Advertising Alone, But By Everything Connected
Brands that invite people to see themselves as valued members of society through careful product development, advertising campaigns, company culture, and as stakeholders will ultimately win. In recent years, authenticity has become an overused buzzword that rarely applies beyond the surface. By 2032, successful brands will commit to activating true credibility and objectivity by aligning themselves with who they are, what they stand for, and how they value and demonstrate diversity. Misleading advertising will no longer apply exclusively to products, but to brand identities themselves.
Transformative shifts
On-Demand Content Will Become No-Demand Content
Globalized human networks and AI recommendation engines prove to outperform traditional media when it comes to maintaining long-term interest. As AI content creation and more inclusive formats rise to the top, our food media ecosystems will increasingly be characterized not by opt-in decisions but by opt-out decisions, giving us, as consumers, more control over how we interact with brands through new types. of experiences.
The Attention Economy Will Become The Enthusiasm Economy
Platforms that monetize attention today are broken or broken by platforms that monetize enthusiasm through direct sales, marketplace hosting, subscriptions, and more, reducing the financial reliance of these platforms on brand advertising. In this context, the biggest differences between advertising now and that of the future will be:
1. Creative teams will consider a brand's aural identity, and perhaps its tactile one, just as deeply as visual identity does today.
2. The value of the human workforce in creative disciplines will shift from identifying creative solutions (eg, content, experiments, campaigns) to creatively identifying problems (eg, use cases for branded products and services).
3. As branded content declines in importance, branded spaces—physical, virtual, licensed, and custom—will enjoy a resurgence among brands hungry to showcase their products, services, and values.
Building brand trust
For tomorrow’s shoppers, every touchpoint will count
Gone are the days when brands control and consumers get the message. Today's consumers want conversation and co-creation. From direct engagement on social media to real-world support delivered through programs and experiences, the future relationship between the customer and the brand will be built at every touch point: from what the brand says to what the brand says. does.
Brand trust will depend on responsible data usage
Marketers will have an extended call to help the business tell a consistent story everywhere, all the time. To do it right, trust and responsible use of data are key. As we spend more time online, brands will not lack data to identify user needs, design better experiences, and send the right message at the right time to the right person. Responsible data-driven analytics will be key to helping brands find their way through a complex and bustling media landscape. Marketers will need to work alongside the information brokers in their organization to understand their customers and build trusted relationships.
A return to connection
Customers will have control by design, without sacrificing performance
Some of our favorite science fiction movies present the marketing experiments of the future as a dystopian threat to our privacy. (I'm thinking of the shopping scene in "Minority Report"). In fact, a different world is taking shape, one in which people are empowered to help create. We're preparing for a future where shoppers, with your permission, will experience the most relevant content and services. By default, they will have the controls firmly in their hands, giving them the power to grant, deny, or revoke the trademark authorization to access them.
Marketing will return to its essence: Connection
I'm excited about a world where compelling and impactful campaigns go hand in hand with user privacy. We can already see the potential of products like My Ad Center, where users will have full control over the brands they receive messages from. Ultimately, I think it will bring marketing back to its essence, which is connecting brands and products with consumers. But to do that, trust must be at the heart of these relationships.
Look back at a decade of insightful insights and get inspired for what's to come:
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