What marketing will look like in 2030

Marketing is an industry shaped by rapid technological development and disruptive change, which makes it difficult to work “towards the future”. Rani Arsanios looks to the year 2030, speculating on how the industry will evolve and change.

According to etymologists, the term “marketing” first appeared in the 16th century, referring to the process of buying and selling in a market. If a time traveler had told them back then what marketing looks like today, it would have been impossible to explain.

To understand the future, we must study the past, said many respected historians and philosophers. But is this really true when it comes to marketing? Perhaps studying our history tells us a lot about who we are and presents an interesting case of how our society has evolved. And yes, it can tell us about how marketing and the business world is going.

But what can really tell us where we’re going are recent technological developments and disruptive changes all around us.

Take, for example, Facebook. Just ten years ago, marketing was completely different before Facebook was what it is today. Back then, Facebook advertising wasn’t even on the map, let alone a staple advertising channel for most global brands. In the first quarter of 2021, Facebook generated $ 26.17 billion in revenue, mostly from advertising – that’s over $ 100 billion in advertising dollars per year.

You have to wonder where was that money spent ten years ago before Facebook advertising was a thing? Well, it was mostly spent on traditional media forms like radio and television. And once you add in other digital behemoths like Google and Amazon, you get a good idea of ​​how marketing spend has changed over the past decade. If in 10 years hundreds of billions of advertising dollars have shifted from one form of advertising to another, what can happen in the next ten or even five years?

Maybe no major changes will happen. Or, maybe again, new technologies will emerge and sweep our business and advertising models under our feet.

Here’s another fascinating insight. Number of marketing technology solutions rose from 150 in 2011 to 8,000 in 2020. This is 5,233% growth in 9 years. Below is a map of current marketing technology solutions as of 2020. It’s a scary beast. Thinking about how this may evolve over the next ten years is an exciting but overwhelming thought.

That said, here are nine ways I expect marketing to evolve and change by 2030.

A lot of the speculation below is, well, speculation. However, data, science, and logic can give us a level of certainty that they can materialize.

Brain interface advertising

Elon Musk and the team of scientists Neuralink build tools that communicate with the brain. And their website says, “With the right team, the applications for this technology are limitless. “

If that doesn’t sound disturbing, I don’t know what it is.

The neural implants they develop allow humans to interface with computers and devices. Micron-scale wires are inserted into areas of the brain that control movement. Each wire contains many electrodes and connects them to an implant, the Link.

By 2030, this technology will be much more viable, advanced, commercialized and widely adopted. And maybe direct-to-brain advertising will become a reality. If this happens, brands and advertisers will be looking for ways to interact with the human brain to advertise and get instant feedback on their products.

We don’t know what it will look like exactly and the ethical and privacy implications of such technology. But if that becomes a reality, the world will be turned upside down again.

Location-based advertising based on augmented reality

Experts predict the world will have 41 billion IoT devices by 2027.

Between 5G networks, the evolution of AI and the exponential growth of the Internet of Things (IoT), the world will be hyper-interconnected.

New advertising methods based on physical location and the presence of people will become much more effective and achievable.

Imagine waking up one day and looking for a new dress. You see an ad, you go to the website and plan to buy. Later that day you drive to pick up your kids from their martial arts school. There is a digital screen that they use to share news and updates, but it also circulates ads. The screen instantly shows an ad about that dress you walked through in the morning.

Or better, you walk into a mall, and there’s an augmented reality (AR) booth that lets you check out the products through AR technology and as soon as you walk in, they show you the dress you’ve been browsing before.

And that’s just one example of how location-based retargeting can evolve.

Businesses will take advantage of offices, venues, public transportation, and all types of facilities to personalize their advertising based on user behavior, time and location.

Robot-powered marketing

Your content and marketing copy won’t just target people. You will address and sell to bots. That’s right. Bots.

People will have less and less time to spend on essential routine activities and decision-making like “what to buy for my cousin’s birthday party”, instead a bot will do it for them.

Whether it’s shopping for groceries or buying gifts, people will have AI-powered shopping apps that will shop for them based on their criteria and buying behavior.

Businesses and brands will need to adapt and optimize their advertising and content to interface with personal purchasing AI tools to maximize their sales and ROI.

Flawless Marketing

Attention is the most crucial motto in marketing. According to various sources, we now see up to 5,000 ads per day, or even more. Regardless of what that number actually is, one thing we can all agree on is that it has grown significantly over the past few decades.

So how can your advertising be effective when you are fighting for your target audience’s attention with thousands of other advertisers?

Advertising based on storytelling and long advertising copy will be less effective than it is today. Not because people don’t like stories or long content, but because we’re out of time or don’t hear a long story.

People will want to know the value proposition immediately to decide if it’s what they want to buy or not.

If your video ads are 60 seconds long today, they will likely need to be 45 seconds long by 2030. Figuring out how to deliver powerful commercials in shorter ads will be a challenge and an opportunity for brands.

Quality and originality of content

AI will be able to write content for all types and purposes. Whether it’s for SEO or social media posts, a bunch of smart software will create content in the blink of an eye. And some of that content will be good. And soon, these tools will flood the market and be widely available and cheap enough to be adopted by most businesses.

But would this content be sufficient? Will we be able to tell if the content is written by bots? are we going to care?

Who knows.

My bet is that people will want to see originality, creativity, and authenticity in content a lot more than they do today. Businesses and brands will need to invest more in original and unique content and tap into a higher level of creativity.

Marketing of personalized products

Drop shipping will be dead. What was once a cool and trendy way to start an ecommerce business will no longer be practical or financially sound.

Technology will allow us to deliver more value to buyers in ways we never imagined.

Instead of mass production, automation of manufacturing, “production-shipping” – which is basically making custom products on a large scale – will be possible. The buyer will dictate what he wants and his specifications will go into production as soon as he places an order. And this model will be financially feasible for many sectors.

E-commerce will be more about personalized products than mass production and sale. Fashion brands will produce and sell items specific to the measurements and tastes of buyers.

Advertising on cars and vehicles

Many vehicles by 2030 will be autonomous and automated. On top of that, cars will be much more interconnected to most devices.

If the cars are self-driving, what do we do while we’re at it? Maybe we’ll watch a movie, talk to a client, or listen to some music.

Radio is still a fairly effective advertising channel for those who drive and travel in vehicles. But when we don’t need to drive anymore because our cars can take care of it, are we going to tune in to our favorite radio channel, or are we going to check our phones, tablets and PCs?

What if next-gen cars came with smart built-in displays and devices that advertisers could use to display ads while you commute to work?

Auto audio and visual advertising will become an effective way to reach people and generate sales.

Try before you buy marketing

Virtual reality (VR) based content marketing will be huge. Instead of going to a restaurant and risking not liking the atmosphere or the setting, imagine being able to experience what it feels like to be there without going there. Many industries and sectors will leverage experiences and content based on virtual reality and augmented reality to allow customers to get a taste of the experience before committing full-time and financially.

Diversification of marketing channels

Diversification will not be optional. This will be the only reality.

Companies will have a much more diverse mix of marketing channels than they do today. There will be a change of focus and mentality. Rather than focusing on the advertising platform, brands will focus a lot more on advertising through people.

If you look at the marketing mix of most businesses and especially SMEs, you will find that they have two or three main channels. Maybe they mainly focus on Facebook or Google Ads advertising and launch some content marketing initiatives as a secondary channel to generate sales.

By 2030, marketing efforts will become much more fragmented and diverse. Even startups and SMEs will find that they need to invest seven to ten marketing initiatives / channels to compete and thrive.

Rani Arsanios is the founder of Digital after-sales service, a digital marketing agency based in Sydney, Australia.

photo by drmakete laboratory at Unsplash.

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