Marketing is constantly evolving. As new technology becomes available and public attitudes change, new marketing tactics come into play. Meanwhile, old marketing tactics fall out of favour.
In the last twenty years, dramatic changes have been made to marketing. Digital strategies such as SEO, social media marketing, mobile marketing and online video marketing have come into existence, while old marketing methods such as phonebook marketing, newspaper advertising and paper newsletters have become outdated.
The next twenty years will see similar changes taking place. Digital technology will advance even further, which could mean that new marketing channels are enabled. Certain digital marketing strategies may meanwhile become outdated. No-one can predict exactly how marketing will change in the next two decades, however there are certain trends now that can give us a good indicator of some of the changes that will take place. Below are just five things to expect from the future of marketing – and the ways in which you can prepare now.
The rebirth of event marketing
Covid-19 has put a temporary stop to event marketing. However, there will likely be a huge boom in event marketing once the pandemic is over. Consumers are going to want to experience events again and companies are likely to start embracing events in a big way.
With events becoming popular again, it will become necessary for companies to find ways to stand out. This could include looking into innovative visual displays – from giant inflatables to digital signs, there are all kinds of eye-catching novel ways to promote your brand.
You could also consider embracing other senses such as touch, sound, taste and smell. Tricks such as giving out free samples of food, using enticing aromas and allowing customers to physically try out/try on products are all things that you cannot do online. These will be interactions that many consumers will have missed throughout lockdown.
As event marketing evolves, there are also likely to be new ways of integrating technology. The recent popularity of QR codes is likely to have an impact on events, with more companies possibly embracing digital menus and guides. Social media will continue to play a big part in events. We may also start to see AR and VR being used in events (more of that later…).
Now could be a great time to start saving up for your first post-Covid marketing event. This could allow you to splash out in style and create an event to remember.
More data analytics and more AI personalisation
By collecting data analytics, companies have been finding new ways to automate marketing tasks over the last few years. This includes finding ways to provide customers with personalised experiences and deals.
For example, by using email marketing automation software, it’s now possible to send customers emails containing discounts on their birthday or emails containing recommendations of products similar to ones they’ve already bought. This all simply by collecting data on customers and then setting up scripts.
The way we use analytics and AI in the future is likely to be even more advanced. Websites may become capable of completely morphing to fit a customer’s preferences. Automated chatbots are meanwhile likely to become more advanced in interacting with humans.
How can I embrace analytics and AI now. Building a responsive website and using email marketing automation software are good places to start.
Video content that informs and entertains
The internet has allowed more companies to experiment with video marketing. As video technology becomes cheaper, more companies will likely embrace this form of marketing.
The way in which companies use video marketing is also likely to change. Hard sell tactics that have been popular in video advertising for the last few decades are already starting to fall out of favour. People tend to respond better nowadays to video content that offers exciting new information or has entertainment value on its own. We could start to see more companies creating mini movies that tell stories and behind-the-scenes YouTube series (and even TV documentaries) that engage people willingly.
When getting involved in video marketing, consider hiring a video production company to create an advert for you. This will ensure that it looks and sounds professional.
AR and VR marketing
As 5G (and eventually 6G) become well established, we’ll start to see more usage of augmented reality (AR) and virtual reality (VR) in marketing. Some companies have already started to experiment with the technology such as creating software that allows you to try on glasses virtually using your phone camera. In the future this will become more commonplace.
Companies are also likely to start using VR games to promote their products. We could even start to see companies setting up virtual shops – they could give the customer the experience of going into a physical shop virtually from home, creating a whole new online shopping experience.
A good start for those that want to get involved in this technology is 3D photos and 360 videos. These are already becoming popular and aren’t that expensive to create.
A greater focus on altruistic and environmental benefits
In the past, the best way to sell a product was to advertise the personal benefits it could have on the customer. However, there has been a shift with millennials and particularly Gen Z – young customers want to know how their purchase may have a positive impact on the world. This is due to increased social awareness of issues like global warming and cheap labour exploitation.
Companies in the future are likely to put more focus into selling the environmental and social benefits that their product can have. This could include the fact that proceeds are donated to a charitable cause or that packaging and manufacturing is eco-friendly.
In order to try out this form of marketing, you’ll need to first make environmental and altruistic changes to your business. Think about not just what you can earn through your business but how you can use your business to give back.
