Claudia Lagunas – Advertising in 2020

Claudia Lagunas, Marketing Director, PepsiCo

Advertising in 2020 will be driven mostly by digital and mobile communications. The world will embrace all different types and sizes of screens – from billboards to mobile – making each one an opportunity to bring real time, personalized experiences to different audiences at any time, any place.

The explosion of multiple consumer touch points will prove challenging for marketers to understand what and how to produce and distribute marketing messages with significant scale. Brands will face a sophisticated, savvy and socially connected consumers who will pay attention only to messages with personal relevance. Brand content will need to shift accordingly.

Being at the right time, in the right place, with the right message, will be more important than ever.

Technology will also alter and improve consumer experiences. Holograms, 3D technology and augmented reality will be a key component for gaming, sports and entertainment events – allowing consumers to have virtual experiences that feel like live experiences.

Shopping experiences will continue to evolve, giving consumers the ability to make purchase decisions outside of retail. By 2020, broadband availability will be widespread globally and mobile phone use will be a prevalent point of marketing entry for shopping and entertainment. Products will be tagged digitally so consumers can make purchases at their fingertips from mobile phones.

However, even with these advertising and purchasing opportunities, brands will have to realize we face a more transparent world in which there are strong implications when brands oversell the benefits that are not true.

Platforms will become more and more fluent in different languages with instant translation feature as digital represents a point of entrance to 5 billion people. This has important implications for both global and local brands that want to expand sales – especially when 88% of the digital population is outside the United States.

Globalization also will result in creative opportunities and collaboration among people across different parts of the world.

What do we need to do now for this future?

To be able to play successfully in the new era of advertising will require brands to be bold, strategic, savvy and very creative.

Without a doubt, creating a great story that resonates with the consumers is and will continue to be important from an advertising point of view. However, it is critical that marketers embrace technology to shape brand’s perception, establish loyalties, and predict future behavior. Digital intelligence is not a nice to have but a must do.

On line engagement is having a massive impact in consumers ecosystem. Therefore, bold moves need to be done in terms of allocating proper resources to tools that can help improve the ability to adapt or redesign a campaign or a business to keep relevancy. It makes sense to invest in this opportunity now while privacy policies are still under development.

Invest in quality of design and performance of your assets, at the end is all about consumer experience. Consumers are highly receptive to quality experiences with great graphics, great insights, and good functionality, easy to use and easy to share.

More than ever, global companies need to leverage economies of scale, particularly important when budgets are tight. Global channels and platforms can be created one time and leverage by an entire world and doing strategic global buys will allow brands to reduce costs and gain benefits. This is important because this will allow marketers to achieve high levels of massive awareness. Authentic content can be created in any country and travel across multiple regions.

The world economy will not have a fast recovery and managing budgets will continue to be important. However, time is a currency and being able to evolve with consumers’ behavior in a fast and effective way can make the difference between profits and bankruptcy. In order to do so, brands will need to implement listening and tracking tools.

Understanding where your audience is in the digital space as design should be platform driven. One should make an effort to think mobile first since this is the number one device a user can’t live without. In many countries like China and India, mobile is the first point of entrance to the Internet.

Track, listen, measure, and innovate. These actions will allow brands to be more assertive in their executions or to prevent companies from big failures. Allocate budgets for experimentation and innovation, as this can be the key to keep your brand relevant and fresh on permanent basis.