10 predictions on the future of digital marketing

10 PREDICTIONS ON THE FUTURE OF DIGITAL

MARKETING

A slide deck on research and

some breakthrough forecasts

SHOBHA PONNAPPA SMART DIGITAL MARKETING FOR ENTREPRENEURS

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SHOBHA PONNAPPA

My pick of the Top 10 Predictions for the Future of Digital MarketingI read a lot of articles before compiling this list. Digital marketers are varied in their responses, but most experts seems to concur on the ten directions I have listed here.

This list covers not just the devices that will take over content consumption in the future, but also the likely directions content itself will take, who will own it and contribute to it, and how brand marketing may undergo some basal shifts.

We’ll have to wait for a couple of years at least to see how many of these predictions will be stable changes … and how many will be fleeting inflexion-points that give way to a succession of others along the journey of brands and their consumers to the future.

SMART DIGITAL MARKETING FOR ENTREPRENEURS



SHOBHA PONNAPPA

Brands will start selling “productized” services rather than services themselves.

This prediction suggests that customer service itself may become a little less important, while product innovation may take a little precedence. Also information products may become the most important product category.

1SMART DIGITAL MARKETING FOR ENTREPRENEURS



SHOBHA PONNAPPA

Brands will start shifting more content creation to customers .

User-generated content may tend to overtake brand-generated content, thus lessening the burden on brands for volume content creation, while also increasing user-engagement. Smart brands will willingly hand over control.




SHOBHA PONNAPPA

Brands will chase the Millennials less and begin to woo the next generation.

There is likely to be less focus on the Millennials as brands realize that no generation stays “youthful” forever. As the “old youth segment” grows older, a new generation of users will begin to attract brand marketers’ interest.




SHOBHA PONNAPPA

Data-driven, customized marketing will move pushy-marketing out of the space.

Although both types of marketing aim to target customers individually, the former method is less intrusive and more data-driven. The latter method is more of the “old school customer-chasing style” that won’t yield results.




SHOBHA PONNAPPA

More and more measuring systems, metrics and types of data will be used.

The sophistication of data gathering, data analysis and data usage in driving campaigns will grow in leaps and bounds. ROI calculations will get more “hard-nosed” and be based less on vanity metrics like “likes” or “retweets”.




SHOBHA PONNAPPA

The development of brand communities will be more of a focus area for brands.

Brands will see community-building as the tool for nurturing catchments of audiences, for choosing their brand influencers and ambassadors, and for developing their campaigns based on more listening to their communities.




SHOBHA PONNAPPA

The appetite for consuming content will only increase among target audiences.

The flow of communications between markets, marketers, brands and their audiences will only increase - and brands will aim to make the ubiquitous, fast-flowing information far more device-friendly and location-relevant.




SHOBHA PONNAPPA

Mobiles will increasingly become the most preferred device for audiences.

As more and more content will get consumed via smaller and smaller screens, the challenge to marketers will be to create bite-sized content, but yet build personalized and one-on-one relationships with target audiences.




SHOBHA PONNAPPA

Authenticity will be the most demanded quality of brands from their audiences.

Being transparent, sincere and real in communications, with no trace of self-advertising or even native-advertising by brands (in the name of content marketing) will be rewarded by audiences via more trust in the brand.




SHOBHA PONNAPPA

The social media channels will become synonymous with online marketing.

Rather than remaining as just channels of choice in marketing, the social media channels will begin to become the most major and predominant part of the marketing mix for brands. “Social” and “Internet” will become one.




SHOBHA PONNAPPA

Sources:

“10 Top Trends Driving The Future Of Marketing” by Daniel Newman.

“25 Predictions For What Marketing Will Look Like in 2020” by Jeff Beer.

“Foretelling The Future Of Digital Marketing” by Lyana San Pedro.

“Study: 80% of Companies Will Increase Digital Marketing Budgets” by Kate Maddox.

“5 Predictions For The Future Of Digital Marketing” by Jonathan Wickham.



http://www.forbes.com/sites/danielnewman/2015/04/14/10-top-trends-driving-the-future-of-marketing/



http://www.fastcocreate.com/3043109/sector-forecasting/25-predictions-for-what-marketing-will-look-like-in-2020

http://www.wsiworld.com/blog/foretelling-the-future-of-digital-marketing-infographic

http://adage.com/article/digital/80-companies-increase-digital-marketing-budgets/296814/

http://adage.com/article/digital/80-companies-increase-digital-marketing-budgets/296814/

http://tech.co/predictions-future-digital-marketing-2014-12

SHOBHA PONNAPPA

SHOBHA PONNAPPAhttp: shobhaponnappa.com

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