Marketing 2030 and the rise of the machines

A new report looks at how technology and consumer behaviour will change over the coming decade and what it means for marketing

The future of marketing and advertising over the next 10 years will be shaped by artificial intelligence (AI), data ethics and environmental responsibility, according to a new report. 

Advertising in 2030 produced by Essence, a global data and measurement-driven agency and part of GroupM, asked experts to evaluate the likelihood of 15 different scenarios and their implications for the future of advertising, from data and personalisation to artificial intelligence (AI), creativity, commerce, payments and the environment. 

The study is to provide clarity about how technology will evolve and how it will affect advertising and marketing “to identify issues in need of the most urgent attention and help companies prioritise their innovation and marketing transformation investment decisions,” said Essence global CEO, Kyoko Matsushita.

Over the next decade, it’s more likely environmental considerations play a major role in consumer purchasing decisions and personal assistants and bots will take on more purchasing decisions for companies and consumers, according to those surveyed. Conversely, it’s less likely consumers will be able to opt out of advertising entirely and there will be a global framework for privacy and identity regulation.

Another key finding is consumer expectations of post-millennial generations over the next decade will compel companies to become more transparent, sustainable and purpose-driven.

The report also found AI will eliminate inefficiencies without creating widespread joblessness, as individuals and companies will need to create new kinds of jobs and embrace new fields in which to apply human creativity.

On the advertising front, the expectation is advertising will continue to enable access to content and services for many people, especially in developing countries. But companies will begin to prioritise services over products in their marketing.

Biometric data will increasingly verify consumer identity, which will require new corporate security practices and policies. This, in turn, will see companies collaborating on standards across transactions, identity and security to enable new payment and exchange models that will create scalable alternatives to subscription-based ecommerce.

Future scenarios for marketing 2030

The report concludes there are several key issues the industry must grapple with in order to ensure the relevance of marketing and advertising into the next decade. A respectful and agile approach to privacy is crucial, meaning every company needs a robust data strategy beyond its marketing team.

Also important is creating a seamless customer experience over an entire customer journey and one that is personal and effective. Future brand marketing and customer service strategies will need to account for virtual digital assistants making purchase decisions and will require new methods of discovery and persuasion. Finally, brand purpose-driven transparency and stewardship will become more important to consumers.

The study was conducted from January to late-February 2020 and canvassed nearly 50 advertising and marketing experts - representing brands, agencies, academia, publishing and trade organisations - involving in-person interviews and online survey responses to gain qualitative insights. However, this was before the scope of the coronavirus pandemic was fully clear. 

In light of the scale of the COVID-19 crisis, the report’s co-author noted many of the predictions and trends identified are likely to be accelerated.

“The pandemic may increase the use of AI and automation to replace human labor, catalyse increased use of 3D printing to create locally resilient economies and supply chains, and increase people’s readiness to embrace virtual experiences,” said report co-author, Kate Scott-Dawkins.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in