The past decade has been one of great changes in the marketing and media industry. Technological advancements and the increased use of internet have changed the way how companies and brands market their products. From a TV centric marketing approach we have evolved to a digital centric model. Programmatic buying, Search, Online video, and Social media are examples of some of the platforms used by marketers today that were not used 10-15 years ago.
As the world continues evolving what can we expect from marketing in the next couple of decades?
In the near future everything will be digital. The development of new devices and technologies will make the boundaries between old and new marketing and media fade. Under this new environment, the way we interact among other people and objects will dramatically change and force marketing to evolve as well. As @jasonsilva mentions in his videos shots of Awe the next big technological revolution is the internet of things. This theory basically states that since we are now installing intelligent sensors in almost every object around us, there will be a point in which these objects will give us feedback. All these feedback will mainly translate in information that will allow objects to anticipate our needs. In this new world were our needs are anticipated marketing will transform and get a completely new role.
Marketing for the masses will be over and evolve to a 1 to 1 marketing. Brands will need to work, to make sure marketing strategies are tailored specifically for each individual. In order to tailor marketing for each individual new devices will be used. Devices like Google glasses will be mainstream and virtual reality objects will shape how the message is delivered. The perfect example of what’s coming is the Gap ad featured in the movie minority report. Once you enter the store, a device reads your retina and a personalized message is delivered to you though virtual reality.
Finally, as with all the aforementioned ideas about the evolving world of marketing, I believe strategies and technology will emerge to incorporate other senses. Currently no one can deny the need of marketing strategies, however almost all these tactics are limited to two of the five senses. Right now, marketers are targeting their audience’s visual and oratory senses. Whether it is a catchy song heard on the radio or the image of a delicious cheeseburger in a magazine add, the tactics would be increasingly effective if coupled with the sense of smell, taste, or even touch. A laundry detergent commercial depicting clean, fluffy fabrics that smelled like fresh linens would help to sell the product, the smell of a juicy cheeseburger coupled with hunger-inducing images would make vegetarians run to a restaurant. As with pass trends, it is safe to assume the marketing industry will evolve and adapt to incorporate technological advances.
What do you expect from marketing in the future?