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Blog Posted in avatar   Debi Kleiman's Blog

FutureM and the future of marketing

By Debi Kleiman
Posted Sep 9, 2011 in Technology
The very foundation of marketing is transforming before our eyes, and social media plays a bigger and bigger role in the way marketers communicate. On September 12th, Massachusetts Innovation and Technology Exchange (MITX) will host FutureM a community a week of events exploring the future of marketing and media, designed to promote innovation and bring the community together around the biggest and most exciting topics facing marketers today. The crystal ball has spoken and this year we expect to see emerging trends that will define the future of marketing. Here are five coming innovations in marketing engagement, each on the cusp of rapid adoption, that will be critical in guiding marketing leaders’ efforts in the near future.
Top 5 Modern Marketing Trends
Customer-permitted target marketing: Customers – B2B or B2C – are still really not in control of the messages that come their way despite the volumes of information they share through social networks. While tools are in place to improve push marketing efforts, the next generation of customer marketing will be defined by the customer, not the marketer, and will be activated through dynamic media, communication design and data driven decisions. These will be created with insight into behavior and context that only new technology can deliver, yet will feel more natural to customers than ever.
Mobile commerce technology platforms continue to emerge. However, ubiquitous access to tools to pay for goods and services via a smartphone does not result in adoption. Instead, old-fashioned marketing techniques – deals and discounts – will drive mobile commerce, albeit delivered through modern technology. Multi-platform buying options will force mobile commerce to find its place in the purchase chain.
Effortless applications and interfaces – making sure the right technology is in front of a user at the right time – will lead the next wave of consumers (late adopters) to embrace digital media. Bridging, connecting people with technology to improve their experiences, is moving into the mainstream. As companies embed more technology into cars, homes and every day experiences, marketers are charged with defining the value of these innovations and communicating to end users how and why to use them. Grandma, can I have my iPad back?
Ecommerce was one of the first technology advancements of the Internet era. But little has changed since the first items went on sale via a website. As social and digital channels have matured, both B2C and B2B commerce channels have reacted rather than created new frameworks for process and integration. Now, new processes are emerging to drive a reshaping of the online commerce channels, integrating social media, search preferences and traditional marketing to deliver a new selling and buying experience.
In the online world, speed saves, not kills. 4G coupled with increasingly sophisticated devices will become more than a marketing buzzword for wireless carriers; it will deliver the platform that many businesses and content providers have been waiting for to make their smartphone and tablet application dreams a reality.
The modern CMO must be part technologist and part behaviorist. As marketing leaders, we must be willing to experiment with and implement technology while studying the changes in human behavior that come with new technology adoption.

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