Are companies scared of the future of marketing?
How exactly will marketing change in 2014? Well, no one knows for sure but marketing experts do agree that the marketing industry will continue to change at rapid pace as technology, web, social media and the internet continues evolving. Google Glass, Wearable technology, the penetration of smart mobile phones will impact any marketers strategy in 2013. Here is additional marketing insight from marketing’s top experts. This video is part of a Vocus Marketing Video Series. Click here to watch the rest of the videos.
Seth Godin: In times when there’s a lot of turmoil, it’s easy to ask, “What’s next?” And what I’ve been saying for a couple of years as the real is, “What’s now?”
Now, we went through a huge revolution, the biggest one in a hundred years about the way ideas were created and spread. And now, we’re just working on the details but the concept isn’t going to change for a really long time. Permission is here to stay. The idea of individuals, being media companies are here to stay.
Jason Falls: The good marketers of the future will be marketers that have a finger on the pulse of their audiences, their stakeholders in a very intimate one-on-one way. They will know their audiences well and it won’t be because they spent hundreds of thousands of dollars on market research, it will be because they communicate with them on a regular basis.
Gregory Gerik: I think what’s next is that people will be looking at that real-time interaction, “How can we scale brands to be there with you when you’re watching television? How can we scale brands to be there when you’re at the store right next to you to help give you those recommendations, to help you pick the right product, and do that in real-time?”
CC Chapman: I think it’s not rocket science that mobiles are going to continue to be more and more important. And it’s not having a mobile-friendly website, it’s not necessarily having an app either but it’s having that information available wherever somebody is. And mobile is also now – it’s not just a phone. It’s the tablet and knowing the differences between those. And seeing things like Google now where it knows where you are and it gives you that information right away. That stuff is hot. That’s cool and it’s going to be very, very important.
Michael Smith: So what’s going to have to happen for people that are in the marketing space is you can never sleep because the technology that you knew today, the marketing technique that you were sure of today is going to change tomorrow. Look at how Twitter, Facebook, Foursquare has completely disrupted what was common marketing channels.
And so, you’re just going to have to be up on your game and not comfortable with what’s coming next but comfortable with the idea of watching what’s coming next and trying new things.
Geoff Livingston: Everybody is talking about Google + right now. It’s very hot project. It might bum. It wouldn’t surprise me if it bummed. I think the floating bar and appear in front of your eyes might be tough on some people particularly old people like me. But that might indicate that it will take off because the young people can do it.
But generally speaking, wearable computing will allow us to engage with the internet and with our outside world simultaneously.
Dorie Clark: On one hand, it’s a whole new layer that enables development of different apps, different technologies that can really create fascinating experiences for people. And it’s the longstanding dream. It’s real-time information that can service in the moment. If I want to know where to go for dinner, there it is. It’s everything that you need to know. So it’s a powerful realization of things we’ve been working toward for decades.
Geoff Livingston: When we say text and that type of communication, literally, words on a screen or in writing start to really nosedive and everything just kind of move towards the world of video or towards audio, towards photos. The writing world will never go away obviously but it’s going to become less important and that means there is going to be a lot of marketing people that are going to have to change their game.
Dorie Clark: That being said, it ultimately drives us back to the word of mouth because with all these streams, you have companies that are surely going to be investing in different technologies to make themselves class compatible and easily findable. But what’s really going to matter, what’s really going to breakthrough amidst all the things that people are putting out is whether or not your friends have told you to go there and whether or not a Facebook feed or a Twitter feed, the people that you trust have recommended them. If they have, you’re far more likely to go there. And so in some ways, it’s back to the past.
Seth Godin: So instead of saying, “What’s the new whiz-bang replacement for Twitter?” doesn’t matter. What matters is, is your company still organized around industry and the factory and being in charged or is your organization organized around the conversation? Is it organized around connection? Are you keeping track of connection or are you keeping track of power?
That’s not going to change. That’s what’s next. And so, I think we need to take a deep breath and stop racing around looking to see what TechCrunch is writing about. And instead say, “Guess what? We are still organized around the factory model. We need to fix that.”