Marketing & Media trends
- Tech democratisation will set the tone for 2021Andrew Smit and Johan Walters
- 3 major trends in the commercial property space in AfricaPeter Hodgkinson
- A bright horizon for South Africa's energy landscapeBarry Bredenkamp
- Achieving developmental goals through constructionCyril Vuyani Gamede
- Time for NPOs to show their real impactKeri-Leigh Paschal
- 5 sustainability trends that will shape business in 2021Christelle Marais
- 4 trends set to continue or be re-interpreted in the NGO sectorInnocent Masayira
- Strengthening NPO skills and processesNazeema Mohamed, Feryal Domingo and Soraya Joonas
- Sustainability is key for social investment in 2021Keri-Leigh Paschal
- 4 trends in employee skills development and training you need to know for 2021Siphelele Kubheka and Desikan Naidoo
- Digital solutions need small steps to succeedXanthe Adams
- Mining looks ahead to more Covid riskRalf Hennecke
- Mining's year ahead will demand deep innovationFrederick Cawood
- 10 predictions around fintechDominique Collett
- The 4 themes for the new yearAndrew Duvenage,
- 3 wealth management trends to watch in 2021Maarten Ackerman
- 4 strategies to rethink investing in SMEsKuhle Mnisi
- Microinsurance ready to reach new heightsMarius Botha
- Finding alpha in the age of Covid-19Nema Ramkhelawan-Bhana
- Purpose or profit. It's not a choiceMike Middleton
- Shifting towards a digital - but still human - approachHenry van Deventer
- Healthcare innovation in 2021 and beyondReynhardt Uys
- Are day hospitals the new trend?Lee Callakoppen
- 3 emerging medical scheme membership patternsNerine Brink
- Healthcare innovations to look out forMoshe Lichtenstein
- 4 areas in which your business can practice its swivelFrancois Kriel
- 5G is coming. Here's what it could mean for SASamantha Naidoo
- 3 big issues demanding legal attention this yearJonathan Veeran, Nozipho Mngomezulu and Burton Phillips
- 3 new trends to anticipate in arts and cultureRucera Seethal
- Wine in the wake of coronaKristen Duff and Gosia Young
- 7 prospects and necessary shifts for the artsRucera Seethal
- Auction industry survival depends on going virtualJoff van Reenen
- Covid-19 drives new trends in local property marketMarcél du Toit
- A bold year for beveragesAlex Glenday
- Acceleration of digital paymentsJonathan Smit
- Safety vs sustainability - the packaging industry's key conundrumNthabiseng Motsoeneng
- The evolving e-tail landscapeVilo Trska
#BizTrends2018: Marketing in the era of 'always on' communication
When the yachts contesting the Volvo Ocean Race (VOR) left Cape Town on Sunday, 10 December bound for Melbourne, Australia, Matt Preschern, EVP and chief marketing officer of HCL Technologies, the technology partner of the VOR in Cape Town, who features on the Forbes list of the 50 most influential CMOs, shared the five most important trends he sees in marketing today.
Matt Preschern, EVP and chief marketing officer of HCL Technologies.
Before I list the most important trends I see emerging in the marketing environment, I’ll share some background context. There are three dimensions that are of critical importance.
Firstly, we live in an age of disruption, which is unparalleled to anything that we have seen before and which has changed the marketing landscape.
There are over 20 billion mobile devices in use on the planet, and data is quadrupling annually.This has resulted in a reduction in the human attention span from 12 seconds to 9 seconds, and our inability to concentrate is further impacted by the fact that the average human checks their cellphone between 150 and 180 times per day.
The second dimension is that the human trust barometer is at its lowest point ever. Research by Wunderman has shown that people have a very low-level of trust in enterprise, government and non-profit organisations.
The third dimension is that of security, particularly cyber security. If, for example, a large retailer loses the data on 20 million accounts, this has a huge impact on every aspect of the business, particularly on the reputation and the relationship that the business has with its customers.
So, with this as the background context, these are the five key trends that I see impacting on global marketing and media in 2018, not in any particular order.
1. Business-to-business needs to build authentic brands
The value proposition of the business in the market has to match the customer’s experience.
2. The explosion of data globally
Today it is much easier to access information. Messaging needs to be more personalised and there’s an increasing importance of the ability to interact on a one-to-one basis. What is super important is the use of technology in the form of automation and the ability to analyse and interpret data to the point of accurately refining and targeting messaging.
3. The campaign is dead
In a world where people have access to everything, marketing and communications cannot be in campaign form anymore, it has to move to an “always on” modus operandi. Social media dictates that you constantly reinforce who you are, what you do, why you’re different, and this ties back to my earlier point about authentic brands.
4. Video is vital
The single most important aspect is how you communicate and when you do so. Video is by far still the fastest growing and most impactful form of communication. As a marketer, you cannot afford to ignore the power of video. Short videos work exceptionally well.
5. The martech (marketing technology) stack
This comprises automation; data analytics and content management vehicles, and is vital.
Critical to this is the human capital with the skills and talent to manage all the interactions with customers and to fulfil the brand’s promises.As interviewed by Leigh Andrews