“Ideally, all creative work reinforces one brand promise, regardless of its origin.
“The consumer engagement journey and product life cycle [in China] looks different from any other market.”
To be ready for 2020, brands must commit to global; they must think and act in borderless ways.”
The power of digital is in transformational change, not additive garnish.
“It’s really no surprise that senior marketing leaders tell us again and again that their greatest stress-point is knowing where their future talent will come from.”
We need to dramatically simplify how digital advertising can be executed _ toward end-to-end solutions for advertisers, which support putting the consumerÍs interest first.
Advertising in 2020 will not be buy me, it will be join me.
Being next to a bus stop, I find my self standing in front of a screen. Oops! It detects me right there and an ad is on its way.
To be prepared for tomorrow, we need to embrace change, almost before it happens.
The dearth of fresh talent has always been a concern, but never more so than now.
Advertising agents were always known as the ‘hidden persuaders’. We do that through our craft of story telling, art, and design. We will still need to be able to persuade people but it might be that we need to persuade them to give up their data rather than buy some Nike shoes.
Advertising in 2020 harnesses the expansive power of creativity and the reductive power of science and big data to usher in a new era of marketing communications.
The true driver is us, as in humanity.
Advertising and brands are inherently social, and always have been – long before social became a marketing buzzword.
In 2020, payment has become advertising, and money is marketing.
Work simply…in the present…then you get to say what happens in the future.
Advertisers in 2020 will be experts at initiating detailed, authentic conversations and elaborating on their brand’s story across multiple platforms.
The future of advertisement will therefore be more and more on the development of ideas that have the power to inspire sharing and buzz.
And as it is emerging now, digital’s virtual-world will be blended into our real-world lives. Digital does not mean we will stay glued to our devices. We all still crave real experiences, parties, concerts, sports, meetings, dates, comedy clubs and more. It’s just that we will want technology to be blended with those real-world experiences. Digital will not be a silo, or a medium. It will be a facilitator and an enhancer to our lifestyles.
By 2020 the ïlike-ability indexÍ will be even more important to advertising in all its forms. The biggest shift will be the migration from traditional selling messages to innovative experiential, visual/sensory formats that instantly stimulate feelings of not only liking but that most valuable of brand attributes, trust.
The migration of TV/video distribution to more pure IP (internet protocol) delivery infrastructure, coupled with “big data” advances in set-top analytics will usher in a new era of audience-based targeting that will make the last 15+ years of online advertising formation look like child’s play.
As marketers, we must learn how to tell our brand stories in a compelling way. Of course it’s necessary to capture the attention of our audiences, but it’s exponentially more important to discover how to keep it.
Consumers have become more independent, apathetic towards ads (even if personalized), empowered throughout their purchase journey, and involved in the branded products and services they consume; making the traditional one-way relationship less relevant. And you know what? This is great news! For consumers… But also for advertising.
We need to go back to the basics and remember even digital needs a human touch for it to be soulful. Soulful advertising comes from those who interrogate their souls and that of the people they serve in order to be able to tell the truth in a way that affirms, alters, enhances people’s lives while making money or profit.
The future of all advertising belongs to Google.
Gone are the days where one form of mass media usurps another in terms of importance. We have entered an era of rapid evolution where new models are constantly emerging and competing for the prosumer share-of-mind. As fundamental as it may sound, the very best thing any marketer can do to ensure their success is to offer goods that deliver on their promises.
Advertising will continue to move from a push model, where the advertisements viewed by consumers were at the discretion of companies and agencies, to a model where consumers can choose to see and engage with their ads or not. It will no longer be about bombarding consumers with advertising noise, but rather saying the right stuff to the right people ensuring greater relevance.
In a future where all kinds of objects are internet-connected, instant gratification will take on new meaning – if it rains and you don’t have an umbrella, the sensor in your wet shoes will send a signal to a retailer who will meet you with a rain jacket.
Much of the content on the web will be developed by consumers themselves. Content which is developed by the brands or co created will have to be of a high standard to differentiate itself from the mass of consumer generated content and will have to clearly reflect the brands values, beliefs and benefits.
With the democratization of media we are no longer in control of the message. We are one voice among many and if we don’t communicate with integrity we will suffer the consequences.
Advertisers won’t simply be tasked with creating demand for a product – they will be tasked with creating demand for the ad.
Perfectly timely delivery of advertising messages is great but it only takes a brand so far.
The industry clings steadfastly to conceptual frameworks that in many cases date back 50 years or more. And the fact is that many of these frameworks are not just wrong but seriously misleading.
Advertising of the future will not be tasked with creating desire outside the consumer’s frame of reference, but instead spark an innate desire from within the consumer’s own frame of reference.
Great opportunities won’t wait for long briefing, incubation, approval and production cycles. There will have to be parallel work streams for spontaneous and opportunistic creative that addresses something going on in the brand and consumer’s world.
Advertising has and will always be about selling.
Marketers believe that brand building still relies on awareness, trial, repeat purchase and loyalty but the challenge is doing this when long drawn marketing plans will not stand up to the immediacy, fickle and fleeting nature of the internet which demands instant response.
The consumer will choose exactly what experience works for them with the limited time they have available. To be effective, advertising must complement that experience-through product placement, sponsorship or something yet unknown. Own the content, the utility or the experience on digital platforms and it may be possible to win over the consumer. Just choose the associations carefully, because we have a lot of options and dismiss irrelevancy in a flash.
A lot of lip service is paid to the value of ideas, but agencies are often primarily regarded as executioners and, in that regard, purely as suppliers. In the future, suppliers will be valued less and less and squeezed more and more. It is idea generators who will be most valued _ because “ideas people” create the greatest value, across every industry sector, not just our own.
Trust Will Be Everything. Advertising is — and always was — about trust. It is likely the behaviors of marketers and advertisers that has driven low admiration of those professions. Regardless, the stakes are rising. Social media and our real-time connections have prompted a new age of transparency and consciousness around values, motivations, behaviors and outcomes of institutions. Doing good marketing and advertising means embracing responsibility and accountability throughout your organizationÍs entire value chain, and respecting their communities.
Advertising in 2020 will look much more like all other media and much less like traditional ads. The bright lines that used to divide kinds of media„separating books, movies and TV shows from ads„blurred long ago. By 2020, they are gone.
2020 is a new era, where the “Customer is no longer King _ now sheÍs God” Brands are in her hands. She can make or break our reputation with a keystroke. SheÍs not only involved in driving the perception of our companies, but also in creating our goods and services.
In a convergent world, it is impossible to keep things separate, or to control the way that a consumer interacts with a company. Everything is transparent.
The more virtual and ‘data informed’ the world becomes relationships between people, and between people and brands will become progressively more gyroscopic. Put simply our world will alter its focus by sensing the muti- dimensional state of ‘place’ – physical, temporal, behavioral and emotional.
The future isn’t social. Consumers are shifting from interacting with other people, through applications, to interacting directly with applications. This trend will accelerate as consumers become embedded in an Internet of things.
By 2020 the data flow will render both life and media flows more visible to advertisers, agencies, media owners, and increasingly citizens too.
Technologies will continue to change and evolve – driven by the speed of imagination and new enablement….But another thing that we can pretty well count on is that human beings won’t change much over the next 20 years.