“If you can’t take a little bloody nose, maybe you oughtta go back home and crawl under your bed. It’s not safe out here. It’s wondrous, with treasures to satiate desires both subtle and gross; but it’s not for the timid.” — Q, Star Trek: The Next Generation “Q Who?”
There is absolutely no shortage of opportunity for emerging marketing trends. Social marketing, mobile marketing, context-aware computing, big data and the Internet of Things create unprecedented opportunities for digital marketers to connect with customers to create an immersive connected digital environment, influence and drive purchases, fuel new growth and create new market share. However, most marketing organizations are overwhelmed by how quickly these trends become mainstream, make an evolutionary change or change to something else entirely. A Facebook yesterday is a Pinterest and Instagram today and a socially-enabled, real-time, mobile personal assistant tomorrow. What it will take to utilize emerging trends and technology to attract and grow relationships with customers is changing faster than traditional marketing processes will allow.
Digital Marketers are paying attention to the right area. In the next 10 years, the largest influence on all consumer purchases will be their digital experience. Marketers will respond by spending more money trying to shape this experience than money spent offline.
However, marketers must also make some hefty “big bets” in this disruptive environment and even learn how to fail quickly. Marketers must:
- Quickly evaluate the business potential of a new digital trend, technique or technology.
- Communicate the purpose, business impact and the urgency of emerging trends and technology within the marketing organization and the rest of the organization.
- Create an agile digital marketing organization that can successfully fund and incorporate emerging trends and technology that produce measurable business results and modify or dispose the ones that are not.
Our research for Emerging Marketing Trends in 2013 will focus on helping digital marketers to identify and manage these disruptive trends and put them to work.
This week we look at some our digital marketing predictions (clients only) for Emerging Marketing Trends and how Digital Marketing is becoming a top initiative on all CEO’s agendas.