Marketing has always been dynamic, but in the next decade we will see a new evolution, mainly due to five key elements.
First of all, data will continue to dominate. The amount of data generated daily is staggering and will only continue to grow. According to the IDC, global data would grow to 175 zettabytes in 2025. Taking into account the historical trend and technological advances, this figure could double or even triple between now and 2030.
The second key element is continued rise of artificial intelligence (AI) and machine learning. The most advanced algorithms will enable hyper-personalized experiences, while chatbots based on natural language processing will increasingly streamline customer service. According to an Accenture study, personalization using AI technologies, including NLP, can increase customer satisfaction by up to 20%.
In third place, social networks They will continue to play a critical role in shaping consumer preferences and brand perceptions. However, the landscape will evolve and emerging platforms will challenge the dominance of traditional ones. Social networks will increasingly integrate immersive technologies, which will represent a great challenge for brands. By 2030, adoption of the metaverse by social media platforms is expected to grow significantly. According to Deloitte, younger generations, such as Generation Z and Millennials, are already integrating aspects of the metaverse into their digital lives, using immersive technologies for various experiences.
The fourth key element is that the Traditional advertising channels will undergo a transformation, with digital out-of-home (DOOH) advertising and streaming platforms gaining prominence. As ad blocking technology becomes more prevalent, advertisers will shift toward native, non-intrusive ad formats that integrate into the user experience.
Finally, the purpose branding will be more relevant than ever. Value-aligned marketing campaigns will foster long-term customer loyalty. Proof of this is a recent Deloitte study, according to which companies that have a clear and well-defined purpose can see an increase in customer retention of up to 30%.
The next decade is very promising for professionals in the marketing willing to accept change and adapt to evolving consumer preferences.
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