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Twenty ways marketing will change in 2020

Notwithstanding my vision nowhere close to being 20/20, I have attempted to share what I see happening in India in 2020.

Last Updated: Jan 04, 2020, 11.09 AM IST
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Politics will be the newest P in Marketing. Brands cannot not take a stand on issues.
By Joseph George

1. The average tenure of the CMO will further dip.

2. Investors will get more involved in Brand Building & Communication than they have been.

3. Google and Facebook will continue to “educate” already nervous marketers with new rules on how to create, research and measure content and communication.

4. More marketers will start in-housing most of their Digital work. And some, their overall advertising and communication work too.

5. The combination of choice proliferation and paid content will see consumers falling back on trusted word of mouth.

6. Employee branding will see some serious push and momentum.

7. More and more marketers will want to pay more attention to customer retention than customer acquisition.

8. Talent in advertising – A contradiction of sorts: on one hand, overall talent will plummet further, but on the other hand, one may start seeing a healthy and welcome influx of tech and data folks.

9. MarComm to MarTech – Marketers and Agencies alike will ned to re-look at their resident competencies and skills. And certainly also look at collaborations more seriously.

10. For all the fantastic benefits of ML/AI in terms of efficiency and accuracy, they will unfortunately play an even more causal role in making people see, hear, watch, and buy only what they have been doing so. Not exactly a great ally in helping humans experiment and evolve!

11. Micro influencers - They will spring out of every borough.

12. Videos - Forget the N-Bomb, there is a V-bomb that is going to be dropped on our collective heads. Shilentnobytes and Domegemegrottebytes of videos will be sprayed out by brands, government, people…everyone!

13. Data visualization – This and visual content will make ppts seem sharper and cooler than they actually are.

14. Shoppable content - Like statutory warnings, all social posts will have a ”Buy now” link.

15. Voice Search/Vernacular – People speaking into their devices like commandos into their walkie talkies, will be a more regular sight in our lives.

16. Data Privacy regulations and Data analytics will need to start learning to tip toe around each other.

17. Politics will be the newest P in Marketing. Brands cannot not take a stand on issues.

18. More marketers will invest in their own e-comm/D2C, wanting to re-gain control of their business, margins and most importantly, their own consumers’ data.

19. With Digital spends exponentially increasing, there will be an agitated and passionate demand from marketers for accurate, unbiased measurements.

20. Like it has in Marketing and Communication, PR too will start to get more scientific. And so, new age PR firms will start to make their presence and relevance felt.

( The writer is the co-founder of Tilt Brand Solutions.)
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