A recent study presents seven trends that every modern marketing world department should know about. Because these developments could determine the industry in the coming years. It turns out that the marketing world is facing a paradigm shift.
If you believe the management consultancy Deloitte, there are currently seven groundbreaking trends in the world of marketing that companies should be aware of. The trends identified are based on a survey of 1,000 marketing managers from five countries and 11,000 consumers from 19 countries. The following developments in the industry resulted:
Trend 1: Purpose as a success factor
According to the authors of the study, brands are currently gaining a competitive advantage through an authentic ” purpose “, making a positive contribution to society and communicating this successfully.
If the CMOs succeeded in aligning the entire organization with such a “purpose”, it would not only win customers, but also convince its own people, comment the authors of the study. “Real growth brands” would use the “purpose” as the basis for decisions made by all employees up to 66 percent more often.
Trend 2: Authentic marketing is becoming inclusive
Companies are currently reflecting the change in our society and gaining new customers by focusing on diversity, equality and integration – important buzzwords of the zeitgeist that customers feel comfortable with.
Trend 3: Intelligent Creative Engine”
The study authors also observed that marketing departments are increasingly pursuing new strategies – one promising one is to combine the creativity and analytics that good marketing teams both possess. In this way, the departments could exploit their full potential.
Trend 4: A world without cookies
A look into the marketing world also reveals that good old cookies may soon be obsolete: Leading, high-growth companies would show how marketing managers are rethinking their so-called first-party data strategies – and preparing for the fact that third-party cookies will soon fall away.
The reason for this is the ban on third-party cookies from the Alphabet group Google. Customer data can thus be collected much more difficulty – the basis for the receipt of customer data is trust between companies and consumers.
Trend 5: The fair handling of data
Marketing gains consumer trust by handling customer data and interacting with customers. Data protection is a hot topic, the customer is sensitized. The survey shows: Successful companies know this – and treat customer data in a trusting manner. This also applies in general to contact with customers.
Trend 6: Hybride-Customer-Experience
Companies create “dynamic, coherent worlds of experience” in the digital and physical spheres – and take a holistic view of design.
Trend 7: The customer service of the future
Strategies for the end-to-end customer experience, including artificial intelligence and good customer service, would currently provide optimal support for many consumers throughout the entire customer journey. For successful differentiation, it is important to consistently combine artificial intelligence, knowledge of human nature and humanity from start to finish.