4 Mega Trends Affecting Marketing Today

The marketing landscape is forever changing. Trends come and go at and ever growing rapid pace. It is important to keep your fingers on the pulse of the market so you can stay ahead of the changes curve. So what are the trends that are of note today?

Having partnered with leading corporations across a myriad of industries, our CEO Jay Kulkarni wanted share his thoughts. Below are the four trends that Jay believes will most impact marketing efforts of organizations around the globe in 2020. Trends that he personally believes are changing the game for marketers today. Explicitly those that he believes will have a massive impact on the marketing landscape in the very near future.

Here Are 4 Mega Trends Affecting Marketing Today

Integration

Integration one of the trends affecting marketing in a huge way. Current consolidation trends among martech and ad tech and the continued prominence of the big 4 “walled gardens,” points to a migration from stand alone channels to consolidated platforms. These robust consolidated platforms allow for engagement with individual customers across a multitude of touchpoints.

In other words, discrete, stand alone channels that offer niche services are on their way out. Being replaced with platforms that offer integration across channels along with vast capabilities. 

If you haven’t already jumped on the integration train, I suggest you start planning. Take time to develop a roadmap that answers and aligns with company-specific initiatives. I can assure you this will assist in the integration process. Not to mention, help drive higher performance and better margins.

Identity

Another of the top trends affecting marketing today is identity. More specifically brand identity. With the rise of personalization comes a new definition of brand identity.  It’s no longer about what a brand does. Instead, the focus is what a brand can do for the individual. 

With this in mind, it is no wonder that platforms that offer connections to real people as opposed to aggregated audiences will get more traction. Along with this will come more regulation. 

Today’s consumers exception to have in depth, personalized touch point interactions with brands, across multiple channels. The result of which is consumers sharing their PII with brands that win their trust. 

Brands with this level of loyalty will be empowered to have personalized, one to one communication with their end “consumer,” as opposed to aggregated audiences.

This new identity trend has and is impacting marketing in so many ways.  In the last few years alone, it has created a deeper level of communications with consumers that is setting the stage for 2020.

Speed

Additionally, speed is another one of the trends affecting marketing in a significant way. Current marketing initiatives are in different swim lanes. Specifically in the on line and off line world, segmented by different channels across social, mobile etc.

This “asynchronous” marketing will shift to communications with the end consumer in the here and now. In other words  in a “contextual” setting.

The expectation of customers to have instant access to information 24/7 is constantly facilitating contextual based data sharing.  Therefore, brands will be delivering information to consumers in real time, via the applicable channels. 

As a matter of fact, the speed of data sharing is a trend that has been affecting marketing for years. It will continue to push the boundaries of what is possible into 2020 and beyond.

Artificial Intelligence

Artificial Intelligence has been a game changer in marketing since it’s inception. The capabilities AI continue to affect marketing in monumental ways.  Notably, providing marketing teams the ability to predict the needs of their customers, through data utilization.

AI will help move marketing from diagnostic, look backwards to predict the future behavioral patterns to becoming more predictive in almost real time.
That being said, not all predictive needs to be in “real-real time”, even quasi real time will be a huge leap over the diagnostic approach.

There is no doubt, the affect this trend will have on the marketing landscape in 2020 will be great. The boundaries of what can be done with AI will be pushed farther then ever before.

In Summary

Personalization as a practice has come a long way from the early days of adding %%name%% to your email greeting. As technology evolves and the depth of data collection becomes infinite, so too will the personalization capabilities of our marketing efforts. 

Keeping that in mind, it is key to keep up with the trends in personalization and allow your users to be your guide. The marketing game has always revolved around appealing to consumer wants and needs. The addition of personalization has taken the marketing teams ability to do that to a whole other level. 

Consequently, understanding and integrated these trends into your organizations marketing is a sure fire way to stay ahead of the curve.

Evaluate how each trend affects marketing for your organization. From there, you can determine how best to embrace these transformations and prepare your brand for the year ahead.  

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        Meto

        Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


        In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

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                  The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

                  Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

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                  By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

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