Ten disruptive marketing trends that will shape the future of brand leadership.
1. Mobile will be the dominant platform. Intelligent devices— smartphones, tablets, watches, wearable gadgets, glasses, microchips, HoloLens (pictured), and others—will reshape and remix the marketing world. As we shift to a world of intelligent devices, marketing will strike up an even more personalized relationship with customers. Those who can do it faster than their competition will lead in this evolving category.
2. Transparency will be part of all successful business – customer relationships. Customers want more engagement from companies. Companies locked into a conventional broadcast model are failing. By 2020, customers will have an even greater expectation of transparency. Authentic companies, including those that admit their mistakes (a trend called “flawsome”), will be heavily rewarded, as will companies that make social responsibility a main part of their culture. Such actions help them form a connection with their customers.
3. Content is the new currency. In May 2013, I wrote a Fast Company article, “Is Content the New Currency?” explaining that content, especially educational and entertainment content, is a key part of people’s lives that will not change in the foreseeable future. However, because content isn’t static, new forms such as virtual reality, video games, 3D, and 4D are being issued on platforms that include Oculus Rift and Xbox. Soon, the wearable HoloLens will reshape how content is made. This is one area where disruptive marketing can set a new standard for engaging content.
4. User-generated content will be the most disruptive. The power of user-generated content will surpass that of branded content, as brands begin to relinquish control of their own marketing to customers. From online reviews to social media posts and blogs, this means there will be a strong need for brands to create a positive impact in their consumers’ minds. In response to this model of user-generated content production, content co-creation between brands and consumers will become a popular trend.