The document discusses 7 marketing trends that will shape the industry in the coming years: 1) Continued convergence of disciplines, 2) Expansion of creative teams, 3) Death of digital as standalone discipline, 4) Rise of specialist agencies focused on industry verticals, 5) Ongoing challenges from new technologies, 6) Relationship marketing going mainstream, and 7) Consumers demanding entertainment or usefulness from marketing. The trends center around integration, collaboration, technology, and more personalized and useful communications.
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13 Industry Trends You Can't Afford to Ignore
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13 INDUSTRY TRENDS
YOU CAN'T AFFORD
TO IGNORE
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1 3 I N D U S T R Y T R E N D S Y O U C A N ’ T A F F O R D T O I G N O R E
We talk a lot about how communication has
changed from the Mad Men era until today’s
digitally driven consumer interaction. But what’s
next for this industry that many of us love (and a
lot of us love to hate)?
I was recently asked to write a few slides on where
our industry is headed, so I thought I’d turn it into
a nice Buzzfeed, ahem, Business Insider, ahem,
Campaign AsiaPacific article. Most of these trends
are happening as we speak, so you may find that
you already knew all of this—or maybe not.
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Anyway, here goes:
My thoughts on the changes we
will see in advertising,
technology, marketing and
everything in-between in the next
few years.
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“ C H A N G E I S N ’ T G O O D O R B A D . I T J U S T I S . ”
- D O N D R A P E R , M A D M E N
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1. THE CONVERGENCE
CONTINUES
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7. 1 3 M A R K E T I N G T R E N D S /
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T H E I N D U S T R Y C O N V E R G E N C E W I L L C O N T I N U E , A S B R A N D S W I L L B E D E M A N D I N G A T R U L Y
I N T E G R A T E D A P P R O A C H T O E V E R Y T H I N G T H E Y D O . W E W I L L N O L O N G E R B E D I S C U S S I N G
A D V E R T I S I N G V E R S U S D I G I T A L V E R S U S E V E N T V E R S U S P R . E V E R Y T H I N G W I L L B E C O M E
O N E A R E N A , W H E R E W E U T I L I S E A L L T H E T O O L S I N T H E B O X , I N O R D E R T O R E A C H ,
I N T E R A C T W I T H A N D S W A Y C O N S U M E R S . T H I S W I L L R E Q U I R E A G E N C I E S T O H I R E
D I F F E R E N T K I N D O F P E O P L E : P E O P L E W I T H H Y B R I D B A C K G R O U N D S , P E O P L E W H O S E E T H E
F U L L C O L O U R P A L E T T E W H E R E O T H E R S S E E B L A C K A N D W H I T E . I T W I L L A L S O R E Q U I R E
A G E N C I E S T O F I N D C O L L A B O R A T I O N M O D E L S T H A T I N C E N T I V I S E W H A T ’ S B E S T F O R T H E
C L I E N T A N D T H E C L I E N T ’ S B R A N D , N O T T H E A G E N C Y S I L O S .
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2. THE EXPANSION OF
CREATIVITY
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C R E A T I V E T E A M S W I L L N O L O N G E R B E J U S T A D U O , B U T A W I D E V A R I E T Y O F
C O N S T E L L A T I O N S O F C R E A T I V E P E O P L E : W R I T E R S , A R T D I R E C T O R S , V I S U A L A R T I S T S ,
D E S I G N E R S , D E V E L O P E R S , A R C H I T E C T S , M U S I C I A N S A N D O T H E R S , W H O W I L L C O - C R E A T E
I N N E W C O L L A B O R A T I V E W A Y S . A S A N E X T E N S I O N O F T H A T , P E O P L E W H O T R A D I T I O N A L L Y
H A V E B E E N S E E N A S ' N O N C R E A T I V E ' , E S P E C I A L L Y S T R A T E G I S T S , M E D I A C O N S U L T A N T S ,
B R A N D I N G S P E C I A L I S T S A N D D A T A A N D A N A L Y T I C S P E O P L E , W I L L H A V E A G R E A T E R
I M P A C T O N T H E C R E A T I V E O U T P U T . T H I S W I L L , C O U N T E R I N T U I T I V E L Y , M A K E T H E
P R O C E S S M O R E C R E A T I V E , N O T L E S S . I N F A C T , W E W I L L S O O N S T O P C A T E G O R I S I N G A
S M A L L P A R T O F T H E I N D U S T R Y A S ' T H E C R E A T I V E S ' . T O W O R K I N T H I S I N D U S T R Y , Y O U
W I L L H A V E T O B E C R E A T I V E , O R Y O U A R E F I N I S H E D .
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3. THE DEATH OF
DIGITAL AS
STANDALONE
DISCIPLINE
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D I G I T A L W I L L B E ( A N D A L R E A D Y I S ) P A R T O F E V E R Y T H I N G . I N A F E W Y E A R S , T H E R E W I L L
B E N O S P E C I A L I S E D D I G I T A L C R E A T I V E A G E N C I E S . T H E Y W I L L E I T H E R B E F U L L Y
I N T E G R A T E D , O R M A K E A L I V I N G A S T E C H P R O V I D E R S F O R O T H E R A G E N C I E S . T H I S I S N O T
J U S T A P R E D I C T I O N , T H I S I S A L R E A D Y H A P P E N I N G . A G E N C I E S W H O A R E E M B R A C I N G
E V E R Y O P P O R T U N I T Y F O R T H E I R C L I E N T S A R E A L R E A D Y W I N N I N G T H E B U S I N E S S .
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4. VERTICALS WILL
DRIVE THE NEW
SPECIALIST AGENCIES
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S M A L L E R A G E N C I E S W I L L S T I L L E X I S T , B U T T H E Y W I L L F O C U S O N I N D U S T R Y V E R T I C A L S ,
L I K E F M C G , F A S H I O N , A U T O M O T I V E , A N D S O O N , R A T H E R T H A N D I S C I P L I N E S . T H E N E E D
F O R I N D U S T R Y S P E C I F I C C O M P E T E N C Y W I L L I N C R E A S E , B U T T H I S T R E N D W I L L L I V E S I D E
B Y S I D E W I T H M O R E G E N E R A L I S T S T R A T E G I C A N D C R E A T I V E L Y D R I V E N S H O P S . T H I S
P R O V I D E S G R E A T O P P O R T U N I T Y F O R S M A L L A G E N C I E S , W H E R E T H E Y C A N R E M A I N A R E A L
T H R E A T T O T H E L A R G E R N E T W O R K S . C L I E N T S W I L L H A V E T O D E C I D E W H A T I S M O R E
I M P O R T A N T : I N D U S T R Y E X P E R T I S E O R B R O A D E R M A R K E T I N G K N O W L E D G E . A N D M O R E
C H O I C E I S G O O D .
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5. NEW TECHNOLOGY
WILL CONTINUE TO
PERPLEX THE INDUSTRY
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A G E N C I E S H A V E N E V E R B E E N T H E F I R S T T O U T I L I S E T E C H N O L O G Y . T E C H N O L O G Y C O M E S
F R O M T E C H C O M P A N I E S A N D T H E P E O P L E . C R E A T I N G D I G I T A L T R A N S F O R M A T I V E
S T R A T E G I E S T H A T A R E M E D I A N E U T R A L A N D T E C H N O L O G Y A G N O S T I C I S T H E O N L Y W A Y T O
B E P R E P A R E D F O R W H A T E V E R C O M E S , A N D I T W I L L A L L B E I N T E G R A T E D I N T O O N E L E A D
S T R A T E G Y . T H I S I N C L U D E S M O B I L E , W E A R A B L E S A N D T H E I N T E R N E T O F T H I N G S .
A G E N C I E S W I L L H A V E T O K E E P I N C R E A S I N G T H E I R T E C H C O M P E T E N C Y A N D H I R E M O R E
H Y B R I D T A L E N T — N O T B U Y M O R E D I G I T A L A G E N C I E S .
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6. RELATIONSHIP
MARKETING WILL GO
MAINSTREAM
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T H E P R I N C I P L E S B E H I N D R E L A T I O N S H I P B U I L D I N G W I L L F I N A L L Y M A K E I T I N T O
M A I N S T R E A M C O M M U N I C A T I O N . M A S S C O M M U N I C A T I O N W I L L G O F R O M
M O N O D I R E C T I O N A L T O B I D I R E C T I O N A L A N D M U L T I D I R E C T I O N A L . B I G D A T A W I L L B E
I N T E G R A T E D W I T H “ S M A L L D A T A ” , O R I N D I V I D U A L C U S T O M E R R E C O R D S , I F Y O U W I L L .
T H I S W I L L A L L O W U S T O C O M M U N I C A T E I N A M O R E P E R S O N A L W A Y T O M O R E P E O P L E A T A
T I M E . T H I N K T O M C R U I S E I N M I N O R I T Y R E P O R T .
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7. ENTERTAIN ME, BE
USEFUL OR GO HOME
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I N E X C H A N G E F O R M A R K E T I N G C O M M U N I C A T I O N S , A U D I E N C E S W I L L S T A R T D E M A N D I N G
Q U I D P R O Q U O . T H E T W O M O S T E F F I C I E N T W A Y S T O P R O V I D E T H A T W I L L C O N T I N U E T O B E
E N T E R T A I N M E N T A N D U T I L I T Y . I F Y O U H E L P P E O P L E , B E I N G U S E F U L I N T H E I R L I V E S , Y O U
W I L L C R E A T E A U N I Q U E R E L A T I O N S H I P W I T H T H E M . T H E S A M E I F Y O U A R E C O N S I S T E N T L Y
E N T E R T A I N I N G T H E M . T H E Y W I L L R E S P E C T Y O U F O R I T , A N D T H E Y W I L L W A N T T O
A S S O C I A T E T H E M S E L V E S W I T H Y O U R B R A N D . J U S T M A K E S U R E T H E R O L E Y O U C H O O S E I S
R E L E V A N T F O R T H E C O N S U M E R — A N D F O R T H E B R A N D . A N D J U S T F O R T H E R E C O R D ,
M E S S A G E P U S H I N G W I L L H A V E N O P A R T I N T H I S E X C H A N G E .
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8. SOCIAL CURRENCY
WILL PLAY AN EVEN
BIGGER PART IN
PEOPLE’S LIVES
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S O C I A L C U R R E N C Y I S T H E B I G G E S T D R I V E R I N T H E S H A R I N G E C O N O M Y . W H A T Y O U O F F E R
I N T H E S O C I A L S P A C E W I L L B E E V A L U A T E D , A N A L Y S E D A N D J U D G E D T O B E V A L U A B L E O R
A N U I S A N C E . C O N S U M E R S W I L L T H E R E F O R E C O N T I N U E T O M E A S U R E T H E I R P E E R S O N
T H E I R C O N T R I B U T I O N T O T H E C O N V E R S A T I O N S . P E O P L E W H O A R E D E S T R U C T I V E , O F F E R
I R R E L E V A N T I N F O R M A T I O N O R O T H E R W I S E A N N O Y T H E I R F R I E N D S W I L L H A V E A R E D U C E D
R O L E I N T H E C O N V E R S A T I O N ( L E S S S O C I A L C U R R E N C Y ) , A N D T H O S E W H O O F F E R V A L U E
W I L L H A V E M O R E . T H E S A M E G O E S F O R B R A N D S . ( A N D T H E S A M E R U L E A P P L I E S I N T H E
O F F L I N E W O R L D , B Y T H E W A Y ) .
2 1
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9. THE CURATED WEB
WILL SEE A
COUNTERCULTURE
2 2
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T H E C U R A T E D W E B H A S B E E N A B L E S S I N G F O R A L O T O F P E O P L E ; A S T H E Y H A V E B E E N
P R O V I D E D F I L T E R E D C O N T E N T B Y T H E I R P E E R S , C O N T E N T P R O V I D E R S A N D B R A N D S . I T
M A K E S I T E A S I E R F O R P E O P L E T O S N A C K O N I N F O R M A T I O N , E N J O Y I T ( O R H A T E I T ) A N D
S H A R E I T ( O R N O T ) . H O W E V E R , W E W I L L S O O N S E E A N U P R I S I N G A G A I N S T T H I S , A S
C O N S U M E R S A R E I N C R E A S I N G L Y S I C K O F S E E I N G T H E S A M E C L I C K B A I T S T O R I E S F R O M
T H E I R F R I E N D S , F R O M B U Z Z F E E D / B U S I N E S S I N S I D E R A N D F R O M B R A N D S O V E R A N D O V E R
A G A I N . T H E Y W I L L S E A R C H F O R F R E S H A N D V A L U A B L E C O N T E N T , U S I N G T H E I R O W N ( O R
T A I L O R E D ) P R E D I C T I V E S E A R C H A L G O R I T H M S , R A T H E R T H A N R E L Y I N G O N T H E “ W I S D O M
O F C R O W D S ” .
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10. DATA AND
ANALYTICS WILL RISE
TO POWER
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L I S T E N I N G T O T H E C O N S U M E R W I L L T A K E O N A W H O L E N E W M E A N I N G , A S W E W I L L K N O W
M O R E , U N D E R S T A N D M O R E A N D U T I L I S E M O R E D A T A T H A N E V E R B E F O R E . P R E D I C T I V E
M O D E L L I N G W I L L B E M O R E A N D M O R E A C C U R A T E A N D T H U S M O R E U S E F U L . W E W I L L B E
A B L E T O L I S T E N , C R E A T E A N D E X E C U T E I N A N I N S T A N T , A N D B Y T H A T , B E C O M E M O R E
R E L E V A N T T O T H E C O N S U M E R . T H I S W I L L P O W E R T H E N E W R E L A T I O N S H I P M A R K E T I N G
R E V O L U T I O N A N D T H E S O C I A L C U R R E N C Y E V O L U T I O N .
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11.THE INTERNET OF
THINGS WILL NOT TURN
OUT TO BE A HYPE
2 6
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W E W I L L S E E A R E V O L U T I O N I N C O N N E C T E D D E V I C E S , A P P L I A N C E S , V E H I C L E S ,
I N S T R U M E N T S , W E A R A B L E S A N D T H I N G S W E C A N ’ T E V E N I M A G I N E Y E T . M A N Y O F T H E S E
W I L L P R O V I D E O P P O R T U N I T I E S F O R M A R K E T E R S T H A T W I L L B R I D G E S E R V I C E D E S I G N ,
M A R K E T I N G A N D U T I L I T I E S I N R E L E V A N T A N D I N T E R E S T I N G W A Y S . T H E O P P O R T U N I T I E S
W I L L B E S O M A N Y A N D S O D I V E R S E T H A T A B R A N D C A N Q U I T E L I T E R A L L Y F I N D A N I O T
T E C H N O L O G Y T H A T I S B O T H R E L E V A N T A N D U N I Q U E F O R T H E I R B R A N D .
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12.FROM MARKETING
AS A SERVICE TO
SERVICE AS MARKETING
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U T I L I T Y M A R K E T I N G A N D S E R V I C E M A R K E T I N G W I L L G R O W E X P O N E N T I A L L Y A S T H E
C O M M U N I C A T I O N C L U T T E R C O N T I N U E S . A S A L R E A D Y S E E N I N S E R V I C E S L I K E W E C H A T , W E
W I L L B E A B L E T O C R E A T E F U L L Y I N T E G R A T E D M A R K E T I N G S O L U T I O N S W I T H I N A N
E N V I R O N M E N T T H E C O N S U M E R A L R E A D Y U S E S A N D L O V E S . T A K I N G A D V A N T A G E O F T H E S E
P L A T F O R M S W I L L A L L O W C O S T E F F I C I E N T D I G I T A L I D E A S T O L E A D T H E W A Y . I T ’ S N O T
D I G I T A L F I R S T . N O T E V E N M O B I L E F I R S T . I T ’ S P E O P L E F I R S T .
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13.TIMESHEETS WILL
DIE
3 0
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O K , T H I S I S J U S T W I S H F U L T H I N K I N G O N M Y P A R T …
3 1
32. 1 3 M A R K E T I N G T R E N D S /
0 4 . 0 5 . 2 0 1 5
S O T H E R E Y O U H A V E I T . T H E S E A R E M Y P R E D I C T I O N S A N D M Y O P I N I O N S , B U T I ’ D L O V E T O
H E A R Y O U R S . I F Y O U W A N T T O D I S C U S S , H A V E Y O U R S A Y I N T H E C O M M E N T S S E C T I O N
B E L O W A N D / O R H I T M E U P O N T W I T T E R @ I N G V O L D S T A R
3 2