In order to be a marketer, one thing is for sure: we have to be adaptable, nimble, and quick to learn. In 2022, there has been much discussion around the future of marketing. New technologies and categories form every day, and in the blink of an eye, strategies can shift.
The forecast for 2023 is looking foggy from this vantage point, but through our conversations on the MTM Visionaries podcast and at our Forums, we’ve had several discussions on how to stay ahead of change.
One of our favorite discussions was around the ‘Now, Next, New Framework’. This is a tool that solves a common problem many marketers face: how do you stay focused on what’s current but also think three steps ahead and be ready to jump when the market says, “jump!”?
Below are some more of our top insights on the future of marketing from conversations we’ve had in the MTM Community.
“ChatGPT, and similar AI technologies, are additives to the creative process; I don’t see them as a threat. The technologies that have come before have only proven that the hand of the creative matters. The person behind it will always make a difference and be what connects us to the work. I don’t want to live in a world where technology drives my creative process; I’d rather figure out a way to leverage it to make better work.”
-David Bornoff, Head of Brand Marketing at DoorDash
“Look at the TikTok effect; it’s not just changing the story arc but the pacing. Cuts are 0.5 to 0.7 seconds because the pacing has to be faster. All of that gives us the avenue to play and the ability to learn, but ultimately, it helps us grow in creativity.”
–Gene Paek, Global Head of Digital Experience at Hewlett Packard
Venturing into The Metaverse
“The metaverse may not reward first movers, but it will reward first experimenters. If you wait to see what happens, your brand will pay the penalty.”
– Suzanne Kounkel, CMO, Deloitte
“We recently did a survey around metaverse and fashion and released a trend report. 40% of Gen Z would rather have a digital item than a real-world item. Digital fashion is equally important to how Gen Z represents themselves in the real world. This insight shows how important your identity is on a metaverse platform like Roblox.”
– Barbara Messing, Chief Marketing & People Experience Officer at Roblox
“We must create brands that live between the physical and digital. There’s a real opportunity for a brand like Claire’s to go into the Metaverse thoughtfully; we have to be on the bleeding edge of the phygital (physical/digital) connection because our consumers are in it every day.”
– Kristen Patrick, EVP and CMO, Claire’s
The New Frontier of Commerce: Shoppable, Clickable TV
“One exciting opportunity we have discovered is shoppable video commerce. Imagine being able to buy a sweater you saw on Jennifer Aniston or a PepsiCo product you saw in an ad right from your TV. Our ultimate goal is to make shopping on TV as easy as it is on mobile devices. We believe that this is the next frontier in a world where all TV is streamed.”
-Dan Robbins, VP, Ad Marketing & Partner Solutions at Roku
“Video is becoming the primary way people discover and engage with products – whether on big screens through connected TVs or on small screens through apps like sune – and there is a growing demand for emotional storytelling tied to those products.”
– Brian Beitler, Founder of Sune and GM Live Shop Ventures LLC
The Now, Next, New Framework
“The beauty of the ’Now, Next, New’ framework: It can work no matter where you or your audience are, it helps you steward investments and reach your objectives, and it keeps your brand fresh.”
– Sadira Furlow, CMO, Happy Money
“We don’t assume we can see the future or know everything our consumers want; we simply make small bets, find what’s next, and let the market decide where we’re going.”
– Mike Cessario, Co-Founder and CEO, Liquid Death Mountain Water
“For a big company like PepsiCo, when it comes to massive distribution, fragmented channels, and new commodities, my mantra is ’how do we behave as a relevant, scrappy, personal startup?’”
–Fabiola Torres, CMO, Pepsi Energy
“When we think of what’s next for our brand, it’s about having a first-mover advantage. Being in the metaverse or launching NFTs unlocks utility and allows us to create more dynamic customer experiences.”
– Angelic Vendette, Global Head of Marketing, Alo Yoga
Pulling Back to Push Ahead
“The role of the marketer isn’t just as storyteller but as truth seeker and truth teller. CFOs are under tremendous near-term financial pressure while product teams can stay wedded to ideas that aren’t working for too long, often struggling with calling their baby ugly.
I look to marketing to be the check and balance. The CMO needs to know what’s working, what customers want, and to own the customer voice.”
– Bill Ready, CEO, Pinterest
“This is a new upside-down world that [people] don’t really understand how to navigate. I think where brands and people who run brands come in is to bring some normalcy to this. Brands have power. Brands can inspire and brands can get people through very tough situations.”
– Anton Vincent, President of Mars Wrigley North America at Mars
Leveraging Technology and Data
“In this experience economy, we are leveraging technology to connect supply with the demand in a way that is frictionless, trustworthy, and safe.
Private aviation is nothing new; there are thousands of private aircraft and arguably millions of potential consumers in the addressable market. By utilizing technology, we can connect the two and create a safe and accessible marketplace, lowering the cost, yet maintaining a unique and memorable experience. When you deliver a technology-enabled marketplace, you open the addressable market and make it accessible to far more consumers.”
– Lee Applbaum, CMO, WheelsUp
“Creating interactive experiences is one of the things Spotify is spotlighting. We are moving from this one-way platform where passive listening is everything, to a two-way creator platform where people do things together; whether that’s a creator creating, a creator connecting with fans, or fans connecting with each other.
We want to create a more playful experience for our users, for example, through our recent launch of ’Spotify Island,’ a virtual island within Roblox. Spotify is the number one brand on Roblox, and we have another island launching soon. We want to create spaces that drive more interactivity; moving from passive to active is my priority as I lead our brand.”
– Taj Alavi, Vice President, Global Head of Marketing, Spotify
“Over the last ten years, I have seen Augmented Reality evolve. For the NFL, these new developments allow our fans to engage with our brand and game in ways they can’t connect on other platforms. If I just look at the array of capabilities that we now have at our fingertips, especially in partnership with Snap, it takes what used to be pure linear TV to remarkable moments across an array of options to meet fans where they are.”
– Tim Ellis, CMO, NFL
More Insights You May Enjoy…
For more insights from our 2022 MTM Visionaries Replay, click here to see what other common themes surfaced.
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