What can be expected from the relationship between brands and consumers in the immediate future? What will the latter expect and what will be required of the former in the near future? Every day a consumer receives on their screens (and let’s not forget that every time the number of screens is much greater) about 3,000 advertising messages and brands therefore have much more work to be able to stand out from the avalanche of information they must face the consumers. How should they do it?
A survey done by Marketo for the Economist Intelligence Unit has just tried to answer those questions. The study has focused on the opinions of singapore phone number managers of companies, those who make decisions in this field.From the outset, 67% have recognized that they have to stop and think about how to redirect their messages and how to reinvent their operations in order to attract attention in the midst of such a flood of advertising messages. But this is not the only decision or the only step that company managers will have to take to adjust their day to day to new market demands. The study has found five great realities that will shape the future of marketing.
They will be pressured for incomeThose responsible for consumer marketing will no longer be in a kind of limbo in which everyone assumes that part of what you have to do is make noise. Until now, advertising spending was marked by the fact that companies assumed that part of what they spent was money they were throwing away. I mean, they knew that not all the advertising and marketing budget translated into direct sales, but everyone accepted it because that is how the industry works.
It worked, actually. Things have changed. Companies will now demand conversion. 55% of marketing managers in consumer companies have the perception that their departments are only seen as simply producers of spending. As pressure grows for this to change, so do expectations. 69% believe that in 2020 they will see them as an engine to generate income.
The importance of data and digital strategy is highIn the new territory in which companies move, in which data has become a crucial element, marketers have to become the lever to adopt data and online strategies as the key to understanding customers. customers and positively modify the income balance. They look like this and acknowledge that they are not doing completely right right now.
The study translates this concern into figures. Less than half of those surveyed believe they are doing well when it comes to data and getting the most out of it. Faced with this figure that is not very satisfied with what they are doing, a much larger number is optimistic about the future. 72% believe that learning to use data efficiently will be a priority in the next 3-5 years and 29% believe that they will invest in it to achieve better engagement and digital marketing ratios.
Happiness will become the new meterHow do you know whether or not consumers are committed to a brand? You have to forget the elements that were used in the past. Recognizing the brand in question is no longer a crucial element. Now what is imposed are emotions: companies will measure engagement based on the data on happiness generated by the brand. Therefore, 68% consider that to achieve this engagement they have to create personal relationships, strengthen loyalty and support and defend consumers.
Yes, social networks and mobile will change everythingSocial networks have become the ever-present element when analyzing how brands are reaching consumers today. In recent years, mobile devices have been added to this pool, which are the ones that are achieving more and better market penetration ratios. Therefore, these two realities cannot be forgotten when talking about how realities are going to change in the immediate future.
The four areas that will mark the investments in marketing in the coming months will be closely related to these two areas. Brands are going to bet on mobile terminals and social networks and will take great care in branding and design issues in the messages they carry through them. Social De Phone Number will take a large part of the investments (45%), followed by mobile devices (31%), email marketing (25) and the design / creative part (22).
You have to be very alert to new realitiesBut mastering these terrains is not enough, because the changes will not only come through them. The future of marketing will also be marked by other elements that are breaking into the market right now, such as the internet of things and beacons. These are the two trends that attract the most attention among marketers (they both get a 45% response when asked what the future of marketing will change). For many respondents, in fact, wearals are the next frontier in marketing matters.