13 marketing trends for 2030
The dynamics of change is unstoppable, to build a business strategy, according to these changes, Sylvia Hernández, Consultant at Business Transformation guides you through trends and explains the profiles of future consumers.
In 2008, when the global economic crisis broke out and some iconic companies began to disappear due to the imminent change and impact of the digital revolution, a question went around the head of Sylvia Hernández , co-founder of HeartData and consultant in Business Transformation. Is it possible to predict the future? The answer was found in the voice of Jim Dator, professor and director of the Hawaii Research Center for Futures Studies, with whom he agrees: “the future cannot be predicted because it does not exist; however, what we can do is imagine alternative futures and influence them through strategic planning. "
Sylvia has more than 25 years of professional experience in strategic areas in the business sector: marketing, corporate strategy, communication and innovation; And that gave him the sensitivity to know that he wanted to be part of the transformation and not just watch it happen.
He began his research starting from a macro context, which was previously only political, economic and social, but which has been reconfigured and today also includes the variables of technology, ecology and values. These are grouped under the acronym: STEEPV (Social, Technology, Ecology, Economy, Politics and Values).
In this macro context, Sylvia identified and grouped 13 trends that allow us to establish future scenarios: plausible, probable and preferable, as well as the implications of each one. The axes that guided it were love and hatred for brands (77% of consumers say that nothing would happen if brands disappear according to the Havas Media study) and the level of connectivity and how consumers take technology as part of their life.
Below you will find the 13 trends that the author identified in her research.
1. The middle class of the future
The middle class will continue to grow globally. In some regions it will represent numbers greater than 50%. Most of the consumers will be in this sector of the population. They will allocate their income to travel, have fun, take care of their health, be at the forefront of technology, education. There will not be a preference between national and imported, as long as it is state of the art.
- FACT: The middle class in Mexico represents a third of the national economy and shows an increase in its consumption dynamics.
2. Immediate response
We will see an increasingly impatient consumer. Technology in recent decades has allowed access to information to be given when it is required. Marketing has not been left behind and has relied on the use of VR and AR to be in real-time contact with consumers. Platforms have been developed that allow the link with people at the time of their consumption . Searching and shopping have moved from the desktop computer to the cell phone.
- FACT: Virtual and augmented reality represents 10% of the trends in Social Media with the greatest effects on advertising and marketing.
- Example: RV offers opportunities to engage with the customer. Consumers can customize their shirts while shopping online (Shopify).
3. Having Fun
The constant search for fun. The integration of 'gamification' and playful elements is part of the interaction with consumers. Games and challenges are used that increase people's participation levels and in turn grant them a reward.
- FACT: Gamification encourages users to spend more time on applications and generates greater engagement with brands
- Example: Companies of all sizes are looking to incorporate gamification into their strategy: start ups, mid-sized & Fortune 500s. Like the Nike + Fuelband and Accessories campaign.
4. Intolerant: Experience where I want and when I want
It is not enough to be connected, only brands that can create constant personalized experiences with an omnichannel perspective will be able to survive in a more competitive world with more options than ever. Omnichannel arises from the need for brands to adapt to an interconnected consumer who demands information and immediacy and communication that integrates all these channels, including physical ones, in a coherent and coordinated way, offering unique and differentiated experiences.
- Example: Being a digital native business model, Amazon opens its physical bookstores.
- FACT: The Multi-channel unlike omnichannel, is no longer effective for brands, so brand loyalty is increasingly difficult.
Artificial intelligence will play a key role in the strategy of brands. Marketers without the ability to apply artificial intelligence to their customer engagement strategies will be out of the marketing of the future. The "hyper-personalization", that is, adjusting the offer and promotion to a single specific user. Recommendations or discounts for specific products could also be self-optimizing based on user behavior on the page against similar customers. A near perfect system can be reached, which would also constantly improve itself.
- FACT: By 2025 computers will have reached the human brain (Phenomenon of singularity).
- OTHER FACT: A Salesforce study of 3,500 marketers around the world shows that more than 50% currently use AI and almost 30% plan to use it in the near future.
6. The "power of information"
The markets of the future will invest more in technology to manage customer information than in advertising. The information management challenge to which we are exposed after the digital revolution will imply that marketers invest much more in data technology platforms and obtain the greatest benefit from it to make it useful in their differentiation vs. your competitors. Advertising brands will no longer be enough to make them relevant.
- FACT: Internet traffic is forecast to triple in the next 5 years and Big Data and Data Analytics key tools are already a must.
- DATA: The amount of information that humanity generates per day is between 5 and 6 exybites per day.
7. Living offline
Living offline is the new rocking chair, shotgun and little “off my property” sign while you drink alembic whiskey with your denim overalls. They are the 'disconnected', a new urban tribe made up of people who have decided to turn their backs on the internet and live off-line. A clear post-digital counter trend is then the search for disconnection and in this there will be important opportunities in the world of brands.
- Example: Enric Puig Punyet, author of “La gran adicción”, published in Spain by the Arpa publishing house, in which he compiles real cases of people who, wanting to regain direct contact with others and with themselves, have decided to disconnect. He has been offline for a year and talks about the dangers of the Internet.
The job profile will be replaced by people with strong knowledge in handling and interpreting data "Data Analytics" but who in turn balances the creative and human part that generates the connection with the people who consume the experiences they develop for them. The focus will no longer be advertising and will focus on real-time communication with people before or during the moment of consumption. The new "marketer" will be a companion when consuming through tools such as virtual or augmented reality.
- FACT: Half Artist / Half Scientist. It takes creativity to create campaigns to attract consumers and an analytical side to measure and calibrate the marketing strategy.
9. Smart Value
Technology and intelligence will be the key allies in decision making. The consumer is moving from a passive to a proactive and intelligent attitude in relation to the products and brands they want to consume, so that more and more companies will be forced to open their doors so that their consumers can participate in the product offering and services they generate. The à la carte menu will be the only way to differentiate yourself from the competition and achieve the best experiences for your consumers.
- FACT: Consumers are more and more informed, researching, buying and demanding. They know what they need and leave comments on forums and blogs for others to refer to.
10. Heart Marketing
The era of digital post marketing: Reclaiming the hearts of consumers. After the digital Marketing boom in which the relationship of consumers with brands was rationalized basing their effectiveness on the number of likes and followers, brands will regain a privileged place in the lives of consumers beyond the means of connection, always and when they catch your heart and bond emotionally with the person.
- FACT: The effectiveness rate in clicks is only 0.12% and it has not managed to increase its penetration, according to
- FACT: Digital native brands begin to open their advertising in mass media: Amazon, Uber, among others.
11. Brand Reconciliation
The claim of brands with purpose. Brands will have to contribute to the challenges of society. Increasingly aware of growing social tensions, economic inequalities and environmental challenges, consumers of millennial and centennial generations consider brands that encourage people to unite, eliminate divisions, and promote harmony and social well-being. They will be your favorites but the ones that don't will be fiercely criticized.
- Example: One of the worst crisis management was the one Nestlé did when Greenpeace accused it of using palm oil in the production of its Kit-Kat product, which was supplied by Sinar Mas, a company that destroyed the forests that formed the habitat of a protected species of orangutan threatening extinction. Nestlé opted for the failed strategy of censorship.
- FACT: 69% of people trust companies to keep pace with a changing world, while only 47% of people trust governments to do the same.
12. The extreme look
Marketing will tend to move to extremes and thus attract and retain the interest of consumers. The problem with this "extreme marketing" is that it will have to be investigated, observed and understood.
So it becomes a competition for specialists to see who resorts to more extreme tools, or to find a new point of view to take to the extreme.
- FACT: Extreme marketing or guerrilla marketing reaches a new dimension, entering the world of worship and art, being shared by people who felt that impact and did not resist spreading it.
- EXAMPLE: A small tire store offers its services with an ad that can be read in large print: FREE SEX. Once you get closer you can see that the promise is: "For the purchase of 4 tires, whatever your gender, get a free oil change."
13. Big Data and Politics: allies
An opportunity for micro-segmentation. The analysis and crossover of big data will increasingly allow the identification of behavior patterns and response hypotheses, which will radically change the way of campaigning: from macro to micro-politics. Data is information, and information is power to discern by what message a party or candidate can get closer to a supporter or voter, whether to activate him or to vote. Send the right message to the right person, that's what it's all about.
- EXAMPLE: The BREXIT campaign used big data to segment and influence the final result of the poll.
- SENTENCE: "Data is the new oil, it is becoming a key part of society and the economy." Antonio Conde, director of IoT and Digital Transformation at Cisco Spain.
Sylvia emphasizes two trends that will show that the new generations are understood, those are: brand reconcilation, it is the way in which brands have to reconcile with the world by addressing the issue of sustainability; and the extreme look, which is to understand the extremes because we are living in societies tending to extremes and polarization.