What’s the next big thing in marketing?
With a new decade fast approaching, you’re probably looking ahead. You’re not alone. We asked a handful of industry leaders, including Tiffany Warren, senior VP and chief diversity officer of Omnicom; Brian Benstock, general manager and VP of Paragon Honda and Paragon Acura; Christina Malcolm, senior director at iProspect; and Eric Rose, associate brand director of Olay Skin Care, E-Commerce at Procter & Gamble, what they predict for the future of marketing as we move into 2020. Among the topics that are top mind — mastering customization and cracking customer lifetime value.
Tiffany Warren: The next big thing in marketing is actually happening right now.
And what I think it is, is customization in retail.
I used to buy a whole bunch of mask and hair products, because that’s the thing that
I could buy.
And now, because of the revolution in makeup and the customization in makeup, I think I
have a lot more options.
So, I think, really speaking to the needs of the consumer, particularly consumers of
color, is the “now” thing and the next big thing.
Brian Benstock: We think that voice is the next big thing in marketing.
Instead of typing into a phone or into a computer, I think that if customers can do it easier
with voice that they will.
If I can get my dealership to come up, that is really incredibly strong and powerful.
Christina Malcolm: I think we’re going to see, over the next few years, the next big
thing is going to actually shift our way of working in marketing due to privacy, due to
putting that user first.
And I think we should embrace it.
We’ll see different products come out.
We’ll see a different mentality of actually marketing to users and targeting because of
that shift in privacy.
Eric Rose: Everybody talks about, “There’s no brand loyalty anymore.”
Yet, in performance marketing, everybody is trying to track lifetime value.
So, I’m really interested to see, 1.
How do we pair those two things?
How do we crack it?
And, as consumers, move through different life stages and life cycles.
How can we find ways through measurement, through attribution, through things we’re
not even aware of yet, to not only maximize the value to ourselves, but to the consumer,
and continue to evolve with them as they evolve.