How the future of marketing will look

Many of the barriers that have prevented the marketing communications industry from becoming more effective are closer to being resolved as the digitisation of everyday life allows marketers to get up close and personal with consumers and learn more about them.

In fact, the next 10 years could prove to be a nirvana as new technologies generate unprecedented volumes of hard behavioural data.

In this report for MMC, marketing guru Martin Hayward examines the likely consequences for the industry and how it can keep in step with the evolving needs of consumers.

He reveals that although the insights gained from this continuous and unobtrusive direct contact with consumers will translate into many new freedoms for marketers, with them will come new constraints.

His predictions include:

• A dramatic improvement in marketing communications accountability.

• More and more marketing will become direct marketing, but brand building will remain important.

• The distinction between above and below the line will disappear and old definitions will become irrelevant as media channels blur.

• Targeting will become easier and communications cheaper and more measurable.

• While mobile and social, including viral, are the big new themes, ‘old’ media will become more interactive, targetable and measurable.

• High-quality analogue marketing will stand out in a digital world and gain extra power.