Take note of what lies ahead. If we travel in time 5 or 10 years ahead, the marketing landscape will look a lot like this …
1. Content still reigns
Increasingly, consumers demand that the content is correct, that is, it is not worth with difficult information. There are many consumers, there are many eCommerce businesses, and what people require is that the information is very concise. For that, the Community Managers must be trained more, they have to know how to write and the content has to be very precise. That is basic. The content has been the past, it is the present and it will be the future. It will continue to reign. It is always a trend. Paula Fraile.
2. Relevance is the «queen»
The topic of relevance generated quite a bit of conversation. All participants agreed on its importance, although some stressed how difficult it is to achieve. Here you have the complete thread of the talk and everything he gave of himself.
– Content is king and relevance is queen. It is not only the content that matters but the context in which it reaches you and how relevant it is to you. Miguel Pereira.
– Not only the content but also the service. It is about brands being really useful and knowing how to keep up with the user and the people. Relevance is the key. In fact, brands will be increasingly linked to culture, leisure, social responsibility, and what really concerns people. And not to the areas or territories where the brand is interested in communicating for its commercial purpose. Paloma Bas.
– The audience, the people, in general, have attention deficit syndrome. The difficulty of attracting attention is increasing. 80% of advertising messages do not generate any memory. Therefore, capturing attention is the biggest challenge, more and more. Relevance has two aspects: the relevance of the content (which has to do with emotions) and the relevance of the context (which has to do with space and time). Miguel Pereira.
– There is an over-saturation of information. We are going to a strange world where brands that are NOT interesting, which are almost all, struggle to occupy a space in people’s minds. Interesting brands, which are few, get people to talk about them because yes, they are interesting, users want to see them and they love them. I believe that this is a great important challenge if I had a consumer business: that my brand is loved. Money can be made if your brand is not loved, but then you have to bother. If there is an excess of communication it is because you are boring and when you are not boring people come to you. In a world with so much message saturation, with so many notifications, the real challenge is relevance. In a world where no one knows who you are, how do you manage to be interesting? Gonzalo Martin.
– Relevance is an easy word to say but very difficult to achieve. Miguel Pereira.
– The other day there was a statistic in Fast Company that said that 60% of the companies that we know today are not prepared for the change. So it is interesting to talk about complexity. I think it’s the word. We are in a super complex environment where we try to think it is easy when the key is to think it is difficult. I think it is impossible to achieve relevance in today’s world where consumers are skeptical at the base, and brands continue to want to shoehorn their product and service. The only thing that remains for them today is to be useful and many do not want to be. Lucas Garcia.
– When we get a brief from a company, which deep down we know is boring and has a defective product, we cannot save their lives. So the only recourse we have is to make noise. Gonzalo Martin.
– Exactly. We are paid to interrupt. Lucas Garcia.
– I do not agree that relevance is impossible to achieve. It is very difficult, but I could name many examples of messages that have reached me, that have been relevant to me. I think it is very difficult, but not impossible. And I do not agree that our job is to interrupt, on the contrary. Our job is to find organic, qualitative, and relevant ways to reach the audience, not interrupt. Miguel Pereira.
– Usually, they make it very difficult for you not to interrupt. Gonzalo Martin.
– Obviously, it would be absurd to say that marketing agencies are paid to interrupt. But in the end, the brand takes our message, distorts it in meeting rooms, and launches it totally distorted. That is the reality, except for cases that are counted on the fingers of the hands, in which brands are understanding that to connect with that audience they do not have to talk about their products or services at all. Lucas Garcia.
3. A person-to-person communication
Another important trend will be to personalize everything much more. If before it tended to be more business to customers, now it will have to be more business your human. Make information directed in a much more individual way, that is, from you to you. You have to stop talking to a community. People want very specific information and not everyone is useful what is worth the rest. The message has to be more segmented. Paula Fraile.
It’s true, we can’t forget about people. In a world where we have analytics and all the data at our fingertips, sometimes we forget that, deep down, we are addressing people. I agree with the brand to human because you have to understand that in front of each message there is a real person like us who is the one to be influenced. Miguel Pereira.
We are talking about business to human or brand to a human when we should talk about human to human. We must internalize this quickly because if not, in the end, we will be building the same old thing and talking about marketing, when in reality what we have to talk about is the needs of our audience. This is how we will connect. Lucas Garcia.
4. Understanding the technology
This topic will be essential. Marketing is becoming technological, business is becoming technological, and yet there is a generation of marketing directors in charge of brands who do not yet have that digital knowledge and do not understand the technology or what can be done with it. Another challenge is going to be avoiding fireworks because technology allows you to do dazzling things that are not necessarily what your business needs. Miguel Pereira.
It is true that technology is a challenge. It is true that in large companies understanding technology well and what it does is complicated, but at the same time it is also true that what does not interest us as technology is not always what works. And in this game of figuring things out, each one will have to find their way. Gonzalo Martin.
The world is going digital and audiovisual, among other things, but it is not enough to think about how marketing is going to be. Organizations and brands have to digitize whole. Your internal communication, your way of making decisions, your operations, your products, everything. It is not valid that the message is online. Miguel Pereira.
5. Real-time takes center stage
A fundamental challenge is real-time. In other words, reaching the consumer at the right time and with the ability to react at that moment. That has fabulous value. Miguel Pereira.
6. The legal issue gains presence
In the future, the legal issue will have to be resolved. Right now there are many loopholes on issues of editorial rights, content rights, intellectual property, industrial property … At the agency every day we drive our lawyer crazy with things that occur to us. And it is not that there is a law or not, it is that you do not know how to interpret it. Miguel Pereira.
7. Remarketing gains momentum
There is a lot of offer, there are many eCommerce and on the Internet, it happens a bit like when you go to buy something and you see many shop windows. The consumer is very demanding because they have a lot of offers and numerous options to choose from. The same is true online. I believe that from when the consumer feels the need until they buy, we have to opt for a multi-channel message. It is not worth just a wake-up call. You have to be in the press, on television, on display, and on social networks so that the consumer can buy. Betting on remarketing in the future is basic. Paula Fraile.
8. The marketer has to change
In an environment like the one that exists and with the added value demands that everyone asks of you, you cannot aspire to have people who only obey. You need people who have initiative, who want to be proud of their company, and who want to grow. That implies a brutal leadership change. Anyone who wants to make a company with order and command to leave because he will not have good talent. Gonzalo Martin.
There are important challenges related to the marketer as a generator of value for brands and their consumers. There are great challenges that we have to face in the future, such as those companies without bosses or those self-managed companies. The work must have a series of fundamental characteristics such as collaboration, integration, a transversal knowledge of many areas … Above all, technology will be mainstreaming at all levels. And the company worker must know how to interconnect all these areas. It is also important that agencies have the best experts in each field. There is a disruption. The agency and business model that we know today will be totally broken in the future. Lucas Garcia.
9. The terms «marketing» and «online» disappear
If we are thinking about 2020-2025 we have to stop talking about marketing because, as we know it, it does not make any sense in 5 or 10 years. I would like us to stop talking about BTL, ATL, Online … The word is no longer online. Everything is online now. We are not going to be talking about marketing, branding, sales, legal, financial… Lucas García.
10. Objects and things also communicate
Things are going to begin to communicate, in fact, they are already beginning to do so. Just as each of us has our own timeline on Twitter, Facebook or any other social network, each of the things that surround us in life will also have that ability to communicate and interact with other objects. It is essential that we are able to analyze and interpret the data for things to happen. To the point that it is the thermostat that throws us the latest offer from the gas company or that the refrigerator asks us for milk in case, we are running out of it. We enter the complexity of a world that is a challenge for each of the marketing professionals. Paloma Bas.
11. New devices set the standard
When we talk about the future and marketing trends, we depend a lot on the devices that are being created. Because if we talk about wearable devices, the whole issue of wearable devices, smartwatches, and all that, we have to think about new ad formats for those watches, just as they have been created for a smartphone or a tablet. I believe that depending on the devices that are being created, the trends and marketing needs will be different. Paula Fraile.
12. Final goodbye to privacy
Intimacy is dead. Everything about our lives is known and governments pass tax laws so that banks know where we have our money, have access to our health records … Privacy no longer exists and data is stolen. In the future, there will be brands that are respectful of the people with whom they deal and will protect their data, but there will be others that are not. That already happens. And if not, check out your spam tray. Therefore, that coexistence exists and will be. But at the same time, it is a great challenge for marketing. In other words, so that a brand can provide a good service that really adapts to the user and helps them, it will ask for their personal data. Then the challenge will be to be loyal to the customer and not make illegitimate use of that information. Gonzalo Martin.