- Malls will become less and less viable as centralized retail outlets due to high costs and customers' decreasing willingness to shop the old way.
- Large retailers will take on more responsibility for marketing products that support the store's brand.
- The Internet rather than the local store interacts with the customer to sell products. The store becomes the warehouse where customers can get product support and pick up items when they don't want to wait for delivery.
- Television usage is declining among younger people and is being replaced by the internet. But TV, Internet and gaming will merge into a single device making targeted offers to users of all ages.
- Hard copies of magazines, newspapers and books will be as common as hand-crank telephones.
- Marketers will combine branding, image advertising, positioning and direct marketing strategies for true communications integration if they are to succeed in the new world.
- Analytics and customer intelligence will lead rather than follow the creative and strategic media planning processes.
- Customer intelligence will take a seat at the C level in most consumer goods and BtoB companies.
- Persuasion from customer behavior patterns will allow marketers to understand customer needs at a greater level of specificity and timing as the mass of data becomes more usable with the new analytic tools.
- The need for speed and marketing expertise will become a core competency of successful companies.
- International marketing becomes the norm rather than the exception going from less than 10% of companies of all sizes to more than 75% (needs research to validate the 10% assumption). This means that medium sized and small companies will be in the International game competing with the giants.
- Social media will increase in importance as consumers rely on peers for product recommendations rather than company representatives who gain financially in a given transaction.
- The Internet becomes more expensive as social sites and search engines monetize their businesses for the long term.
- Spam will continue to grow as a problem for email marketers. Advertisers will increasingly rely on email for CRM and cross selling products to existing customers with refined offer personalization. But email as we know it will not overcome the stigma brought on by spam to make it a core new customer acquisition channel.
- The Internet, and attributable profitability is direct marketing, and I think that will be most important.
- Mobile messaging, customized promotions, self selected communications (permission emails or mobile messages) will grow exponentially. But traditional email messaging will become a smaller part of the mix.
- Today's internet, television, and printed materials will be delivered through "reading" glasses which can be controlled by hand and finger gestures not unlike sign language.
- The Post Office -- get ready to imagine a world without the post office. They are so deeply in financial trouble that there is probably no way to sustain it long term. Email, Fed Ex, and UPS have just about wiped out the minimum revenue needed to keep the post office alive. Most of your mail every day is junk mail and bills. (Poster's note: some of you will take exception to this one.)
"I see an unstoppable shift of power from seller to buyer, and I see that flowing through to new leadership for modern corporations, coming from the people who grow up managing the external instead of the internal. Said more simply: I think marketing is going to increasingly become the route to profit and growth, and the CEO office."
Another point of view:
"This is not a popular belief but marketing has not and will not change. What changes are the distribution channels and media to communicate. Example: Twitter, Facebook, yada yada are nothing more than a channel to reach consumers. You still need business and marketing strategy, content management strategy, brand positioning, relevant messaging etc. "
Or what about this one?
"There is no way you can project 10 years out. Look back 10 years. Could you have projected social media's impact on society? Mobile Marketing wasn't a possibility. Online video. Consumer barcoding. I can't even schedule this year's summer vacation."
I was wondering if you could think of other changes that we need to prepare for?