Five Revolutions that Will Shape the Future of Marketing

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Revolution #4: Rise of the Digital Natives

Much has been written about the impact of millennials (those born between 1981 and 1997) on the workforce, but the next wave of workers and consumers entering the workforce will be the digital natives (those born after 1997). Digital natives are the first generation in human history to be born into the world of hyper-connected information overload. However, since they’ve been connected since birth, digital natives do not experience the flood of information hurling at them as anything more than just “the way things are,” and always have been — for them.

At the moment, millennials are assuming positions of power in all walks of life, and their impact on marketing — in the use of viral memes, infotainment, social media, spheres of influence, cross-platform content, etc. — has been profound. But when digital natives start adding their ideas and influence into the mix, the pace of change will accelerate even faster. This acceleration will feel to older generations like constant chaos and disruption, but to digital natives it will simply be business as usual — the way things ought to be.

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

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