Five Revolutions that Will Shape the Future of Marketing

Email     |     Share  
1 | 2 | 3 | 4 | 5 | 6 | 7
Next Five Revolutions that Will Shape the Future of Marketing-3 Next

Revolution #2: The Shift from Institutional to Individual

One of the biggest power shifts of the 20th century was the shift from institutional power to individual power, and that isn’t going to stop. The Internet empowered individuals to communicate with anyone in the world, and now populations armed with nothing but cell phones are bringing down entire governments. Furthermore, institutions in all areas of life — education, health care, religion, media, business — are being forced to change simply because people now have more ability than ever to organize, mobilize, innovate, disrupt, and demand.
 
Brands, too, have gone from being purely institutional inventions to personal expressions of almost any kind. For businesses, continuing empowerment of individual customers means that the dynamics of the business/customer relationship are evolving. Customers will continue to demand more transparency, integrity, and responsiveness from those they choose to do business with — and businesses will have little choice but to comply. Smart businesses will initiate the inevitable rather than wait to be pushed.

The market is full of trendy terms — Big Data, the Internet of Things, digital natives, globalization, social media, etc. — that attempt to describe the complex technological and social changes that the world is currently experiencing. However, there is a danger in reducing complex social dynamics down to a few catchy buzzwords – trendy terms can act as intellectual shortcuts that fool people into thinking they understand these ideas when they really don’t.
 
Yes, everyone knows change is coming. And everyone can see it happening around them. But in the next 20 years, so much change is going to happen so quickly that large portions of the populace are going to have a difficult time keeping up.
 
And it won’t just be individuals. Underestimating the speed and impact of these changes will be the downfall of many businesses large and small in the coming years. In a world of constant disruption and uncertainty, however, marketers who truly understand the key forces behind these changes will be in a better position to adapt and survive. Looking ahead, there are several horizon-level revolutions that everyone in marketing should be aware of, because they are about to be felt with a force that is difficult to overstate.

Owen Shapiro is the author of Brand Shift: The Future of Brands and Marketing. Shapiro is a market researcher, strategist and speaker and spent more than 30 years in customer insights and market strategy. He has a career-long interest in helping launch innovative start-up companies, several of which have become well-known brands, including Staples, PetSmart, Sports Authority, Ulta and Five Below. 

 

Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

 
More Slideshows

infra100-190x128 Top 10 Strategic Technology Trends for 2017

Here are the top 10 strategic technology trends that will impact most organizations in 2017. Strategic technology trends are defined as those with substantial disruptive potential or those reaching the tipping point over the next five years. ...  More >>

Global33-290x195 2017 and Beyond: How Digital Innovation Will Impact the World

Digital innovation is by far the biggest influencer, changing the way we do just about everything, from shopping to communication to running a business. ...  More >>

ArriaNLG-IoTAutomation0x Internet of Things Personified: Integration and Automation

The real value that the Internet of Things brings is at the intersection of gathering data and leveraging it. ...  More >>

Subscribe to our Newsletters

Sign up now and get the best business technology insights direct to your inbox.