What will marketing look like in 2030?
With 2020 upon us, everyone is talking about the upcoming decade. What will marketing look like 10 years from now? Wunderman Thompson Global Chairman Tamara Ingram, Publicis Poke CEO Nick Farnhill and Vineet Mehra, global CMO of Walgreen Boots Alliance, offer their predictions.
Vineet Mehra: I look at 2030 as an opportunity.
It’s a really exciting time to be in marketing.
I think we’re in an era where creativity, technology, and data will become the foothold
of marketing culture.
And I think we’re in that golden age.
Tamara Ingram: By the year 2030, what is really exciting
is most things will be frictionless.
Everything will be purchasable.
Everything will turn from product to service.
So I think we’re looking at a way of really helping people in their lives.
In order to really answer all our clients challenges, we’ll have to become much more
full service and recognise that we’re in an experience economy, understand the value
of commerce and how to do that well, and provide frictionless experiences for our consumers
and for our people.
Nick Farnhill: There needs to be a balance with human creativity
and machine creativity.
What makes great creativity looking forward is a mix of convergent thinking, and divergent
Divergent thinking would be more around imagining, creating, challenging, dreaming.
And convergent thinking is going to be much more rational decision-making, testing, judging,
And great creativity, going forwards, it’s a balance between the two.
Vineet Mehra: Marketing’s going to change a lot over the
next 10 years.
The thing that probably I think about the most in terms of challenges is just, how do
you keep up with developing great talent that can keep up with all these changes that we
Human beings just can’t change at that pace.
So we have to come up with really innovative ways to develop, train, and really grow our
And I’m really excited for that next generation of talent that were basically born into a
digital age, to take some of these key leadership roles in marketing, and to see what that next
generation is going to bring to our industry.