Marketing: Global Trends Going Forward

To have clear the purpose of the organization and to improve the "human" experience of the relationship client - brand, are the two trends that the experts visualize in the strategies of the companies in the next years.

Thursday, November 21, 2019

According to the "2020 Global Marketing Trends Report", prepared by Deloitte, there are five other trends that derive from human purpose and experience: fusion, trust, participation, talent and agility.

From Deloitte's report:

-Companies that lead with a purpose and build around it can achieve continued loyalty, consistency and relevance in the lives of consumers. While traditional trends may dominate buying behavior, there are new opportunities to connect with customers through purpose.

-Despite our innate desire for greater and deeper connections, the pace of digital change can make it very easy for us to disconnect and disconnect from what makes us human. However, connected technology is likely to be here to stay, for better or worse. Now it is up to us individually and at the organizational level to help ensure that technology connects with the human spirit and elevates the human experience rather than buffering the spirit and breaking human connections.

-The complexity of the task does not mean that organizations are not equipped to navigate the merger wave. It's simply about leveraging your current assets to expand the reach of who you're serving and why. Specifically, companies can use their existing assets to identify opportunities where associations can create new experiences within relevant ecosystems or continue to provide existing experiences, but with greater comfort. This can begin with understanding the areas in which your business has unmet needs, along with the opportunity to partner with others throughout the ecosystem to address them in a holistic manner.

-With data as a foundation, brands are already leveraging the benefits of artificial intelligence (AI) to identify and segment audiences, optimize performance, and create better customer experiences. But with the complexities involved, two main concerns are being raised around the reliability of AI: Bias and discrimination, and transparency and explainability.

-As with all other global marketing trends, participation spreads uniquely across all brands. To succeed, brands seeking to develop more effective engagement strategies must evolve with their customers. Traditionally, marketing specialists focused on the upstream channel, with the goal of generating awareness (of products and services) from consideration to judgment. This is likely to no longer work, as opportunities have arisen to market to customers through the marketing funnel and the customer journey, focusing on the end-to-end experience.

-In the new world of work, it can be difficult to evoke loyalty in the workforce, as more than half of all workers think about leaving their jobs. Retaining people usually requires building real relationships. Companies often design detection and monitoring systems with technology to track and gather feedback on talent experience. However, the challenge is to identify the right time to implement and use feedback quickly.

-Leaders and marketing departments can lead the agile load of the entire organization and, in the process, transform their businesses into customer-centric operations. By embracing agility in structures, teams and processes, and mentalities, brands are better adapted to act and capitalize on moments to create a deeper engagement with customers.

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