Here are 4 Mega Trends Affecting Marketing Today
Integration one of the trends affecting marketing in a huge way. Current consolidation trends among martech and ad tech and the continued prominence of the big 4 “walled gardens,” points to a migration from stand alone channels to consolidated platforms.
These robust consolidated platforms allow for engagement with individual customers across a multitude of touch points.
In other words discrete, stand alone channels that offer niche services are on their way out. Being replaced with platforms that offer integration across channels along with vast capabilities.
If you haven’t already jumped on the integration train, I suggest you start planning. Take time to develop a roadmap that answers and aligns with company-specific initiatives. I can assure you this will assist in the integration process. Not to mention, help drive higher performance and better margins.
Another of the top trends affecting marketing today is identity. More specifically brand identity. With the rise of personalization comes a new definition of brand identity. It’s no longer about what a brand does. Instead, the focus is what a brand can do for the individual.
With this in mind, it is no wonder that platforms that offer connections to real people as opposed to aggregated audiences will get more traction. Along with this will come more regulation.
Today’s consumers exception to have in depth, personalized touch point interactions with brands, across multiple channels. The result of which is consumers sharing their PII with brands that win their trust.
Brands with this level of loyalty will be empowered to have personalized, one to one communication with their end “consumer,” as opposed to aggregated audiences.
This new identity trend has and is impacting marketing in so many ways. In the last few years alone, it has created a deeper level of communications with consumers that is setting the stage for 2020.
Additionally, speed is another one of the trends affecting marketing in a significant way. Current marketing initiatives are in different swim lanes. Specifically in the on line and off line world, segmented by different channels across social, mobile etc.
This “asynchronous” marketing will shift to communications with the end consumer in the here and now. In other words in a “contextual” setting.
The expectation of customers to have instant access to information 24/7 is constantly facilitating contextual based data sharing. Therefore, brands will be delivering information to consumers in real time, via the applicable channels.
As a matter of fact, the speed of data sharing is a trend that has been affecting marketing for years. It will continue to push the boundaries of what is possible into 2020.
Artificial Intelligence has been a game changer in marketing since it’s inception. The capabilities AI continue to affect marketing in monumental ways. Notably, providing marketing teams the ability to predict the needs of their customers, through data utilization.
AI will help move marketing from diagnostic, look backwards to predict the future behavioral patterns to becoming more predictive in almost real time. That being said, not all predictive needs to be in “real-real time,” even quasi real time will be a huge leap over the diagnostic approach.
There is no doubt, the affect this trend will have on the marketing landscape in 2020 will be great. The boundaries of what can be done with AI will be pushed farther then ever before.
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