As we take a deep dive into branding, we can see from the author of “Building a Brand Online”, and the discussion from my previous post “Where will the commercials go?” that the future of branding is going to change drastically over the next hundred years. I personally, hope to be around to see at least the next 60 of it, but for the marketers of the future, what will they need to consider?
For us, the marketers of the NOW, we can already see how brands are changing in the “Golden Age of Digital”. There is a very large “online first” mentality, with brands being born on the internet, as we watch the allocation of funds normally utilized for platforms such as Television flow from TV to digital streaming platforms. Marketers will now have to be smarter. They must utilize social media videos as more people are streaming online content than ever before, produce shorter commercials that combat with the viewers now 6-9 second attention span, and decide if they want to go back to good old product placement in shows rather than allocating money to be spent on TV advertisements that may not be highly watched.
So, how can it get better than that? By becoming even more all about YOU, even though we can see how brands today are already trying to shift their focus to the customer. However, in the article by Amy Kean, “The future of advertising: what will 2025 look like?” she states:
“The consumer is hard to impress and the next 10 years of advertising relies completely on them buying into our largely tech-driven, Utopian vision of making every single advertising message relevant to the receiver. If you consider yourself able to predict the future within any reasonable degree of accuracy, you’ll know that a solid human understanding is absolutely essential.”
Over the next 10 years, Kean predicts that branding will shift from being solely about communicating about a product or service to emoting about said product or service. The entire base of branding will rely on the experience, dictated to each individual customer.
“Life will be more automated, slicker and quicker. Customer service operatives will be a) holograms and b) created based on what each individual finds attractive – those nice ladies in airports and train stations in London and NYC are just the start.”
So this begs the question, with the rapid pace at which technology is changing, how fast will the marketers of tomorrow have to learn to adapt? However if you notice, this article is only predicting what will happen in the next 10 years, so what about the next 50?