Top Three Trends Shaping Marketing Strategy

July 31, 2014

Executive Summary

The Marketing2020 survey found that, regardless of industry, the top three trends shaping marketing strategies today are the same:

Technology Advancement: Five years ago, the terms “programmatic marketing,” “augmented reality,” and “Internet of Things” were not part of a marketer’s vocabulary. Now, these are areas marketers must master to keep up with competition. Technological advances continue to accelerate, and it is vital for brand masters to educate themselves and stay up to date on the latest tech developments. Early adoption and iteration is the key to evaluating which technologies can provide value to a brand and which are simply the next “shiny new toys.”
Mobile Technology: Brands have used the phrase “the world at your fingertips” for ages, but it’s finally true: equipped with a smartphone, consumers can read film reviews, check movie times, buy tickets, get directions to the theater, and share their opinion of the film afterward with friends via Facebook. Marketers must determine how they fit into this mobile space in a way that provides value for consumers without being too intrusive. Those who can successfully adapt to mobile will be able to foster deeper customer relationships, while those who can’t will be left behind.
Better Informed and Empowered Consumer: What happens when all this new technology fits snugly into the palm of a consumer’s hand? The answer is: a more informed and empowered consumer base than ever before, and an unprecedented shift in marketing. If a brand is less than completely honest in its messaging, it will be called out immediately and publicly. In the same respect, brands that demonstrate authenticity and transparency will earn consumer trust, which is the key to winning today, and will continue to be long past the year 2020.

About Marketing2020

Marketing2020 – Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.