#Trends Marketing 2030

This Outside In long-form post is derived from my recent presentation at the Jio Institute on 'The Next Decade of Marketing', where I dug deep on the focused topic of #Trends Marketing 2030. I have covered more or less the whole presentation in this post, with some minor inclusions & exclusions for narrative and format alignment. It is a Time for Hi-Touch over Hi-Tech...

A) Consumer Themes for 2030

• How people Experience technology determines how they Behave – Evolution of internet & technology has led to changes in people’s habits, their expectations of brands and the way they perceive themselves as individuals and what groups they identify with
• Multi-screening has become the most significant consumer behaviour for the marketing industry
• Rise of OTTs are seen as one of the most significant consumer behaviors in India
• 66% marketers expect metaverse to significantly impact digital marketing in next 5 years
• Around 20% marketers currently use AR/VR to drive improvements in marketing, but over 50% expect it to be most significant technology for marketing in 2 years time
• The “IKEA EFFECT”: People value objects they build themselves, more than objects that were built by others – In the digital world, people will likely experience the same positive emotions toward things they build themselves as they do in real life
• Marketing to Gen Z – Brand is What You Share, Not What You Sell

B) Business Themes for 2030

• Significant growth in Digital Marketing spends going forward – proportion is expected to be nearly 66% of all Marketing budgets (Group M TYNY 2022 report)
• ​Removal of 3rd party cookies and continued impact of Apple’s ATT (App Tracking Transparency) is seen as more significant to Indian marketers than those elsewhere in APAC
• Majority marketers are pursuing multiple data collection sources, marketing analytics and insights collection to drive improvements in their marketing
• Way the Internet evolves determines New Economies – Web 2.0 facilitated new business models and economies, (e.g. sharing economy, e-commerce). Next 10 years may facilitate new categories of businesses and economies too – NFTs, blockchain, crypto-currencies and virtual assets are only the first manifestations of this. This could have huge implications, not only for product innovation, but on people’s entire perception of value
• Gamification Mechanics make it easier to reach goals and change (consumer) behaviour for important tasks – the digital world will introduce new levels of gamification in branded services and programs
• Key Marketing Priorities:
• Brand Awareness
• Generating Leads and Sales
• Creating more innovative and data-driven Campaigns
• Growing Marketing Share
• Using Data more successfully
• Creating a more Integrated Marketing mix
• Brand Loyalty
• Leveraging Marketing Technology
• Employing greater Measurement

C) #Trends Marketing 2030

• Arrival of Better Technologies and Mature Applications
• Evolution in Visual and 360 Technology
• Evolution in Augmented Sociality
• Evolution in Motion and Haptic Technology

• Consumer Behaviours – on Personal Devices – will “Drive” Marketing Strategy
• Multiscreening
• Watching Video
• OTTs
• Commerce
• Voice Integration
• Engaging with AR/VR
• Gaming
• Live Shopping
• Conversational Commerce
• Audio
• Creating User-generated Content
• Showrooming

• Evolving Technology Solutions – will “Shape” Marketing Execution
• Data Analytics & Collection
• Marketing Automation
• Location Data
• Programmatic Advertising
• Chabots
• AI & Machine Learning
• AR/VR
• Live Shopping
• Digital Out-of-Home (DOOH)
• Conversational Commerce
• IoT and Smart Home
• Blockchain
• Voice Interaction
• Rich Communication Services (RCS)
• Near Field Communications (NFC)
• Cryptocurrencies as Payment Method

The Trends are: 

1. Brand Ecosystems

2. Influencer Marketing

3. Branded Entertainment

4. D2C as a Brand-front

5. Communities

6. Next-Gen Loyalty

7. Hyper-Personalization

8. Web 3.0 Marketing

9. Customer Data Platforms (CDPs)

10. Account-based Marketing (ABM)

11. Content, Content, Content 

1) Brand Ecosystems

a) The Puma India Illustration

b) The Volvoverse Illustration

2) Influencer Marketing

a) Generation 1 - KOLs

b) Generation 2 - Virtual KOLs

3) Branded Entertainment - Masaba Masaba, Conde Nast on Netflix

4) D2C as a Brand-front - The Nivea India Illustration

5) Communities

a) The One-plus Illustration

b) The Pinduoduo (PDD) Illustration

6) Next-Gen Loyalty - The Starbucks Odyssey Illustration

7) Hyper-Personalization - 

a) Deliver Better Personalization, with Progressive Profiling

b) Deliver Better Personalization, with Select #Use #Cases

• #Welcome #Offers for New Customers
• Introduce #New #Arrivals
• Present Contextual Banners by Geography
• Build Clean PDP Pages
• Make # Recommendations basis Recently Viewed Pages
• Up-sell Related Products
• Push Exit Intent Pop-ups
• Pursue # Live Session # Nudges
• Allow Virtual/Real Trial Options
• Introduce Time-bound Offerings 
• Display Bestsellers
• Develop # Search Personalization
• Deliver Seasonal Offers
• Make Product Recommendations basis # Previous # Purchases
• Push Apt Notifications
• # Cross-sell Related Products
• Complete Cart Nudges
• Re-connect Mailers
• Showcase # Membership/Loyalty Program
• Cultivate # Subscription Models

8) Web 3.0 Marketing 

a) Nestle NFTs for TRIX Breakfast Cereals

b) Lacoste Virtual Store, with VIP Room for NFT Holders 

9) Customer Data Platforms (CDPs)

a) One Source of Truth

b) The Reckitt Benckiser Way

10) Account-based Marketing (ABM) - The Schneider Electric Way, for B2B Customers

11) Content, Content, Content - 

a) The Kylie Cosmetics Content Marketing Strategy

b) Community Designed Marketing

D) In Summary

E) Parting Thoughts

The Landscape of Marketing 2030 will depend on how fast organizations will be able to keep up with consumer changes and technology solutions’ capabilities….

Sources: 

1) (Multiple) Outside In Posts from the Substack Newsletter: https://outsideinlens.substack.com/

2) Inspiration for Tagline: Hi-Touch over Hi-Tech

3) WARC 2022 Report – Modern Marketing in India – State of Industry

4)  Ogilvy Report – For Gen Z Brand Is What You Share – Parts 1 & 2

5) Marketoonist/Tom Fishburne Cartoons