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Businessman standing on a ladder and using binoculars

The Future of Marketing

The world of marketing is changing at a lightning pace.  All companies have to stay on top of the latest trends to keep from missing out on a great new initiative to attract new customers and raise awareness of their brand.  Marketing strategies have to keep up with the ever-changing technologies and the changing needs of the consumers.

Looking into the future to predict the next big change in the marketing world can keep your company one step ahead of the competition.  Marketing analysts and businesses have to know what is coming next in order to keep clients happy and to gain more clients.

Knowing what is coming next can help marketing agencies make their clients highly successful, and in return, they can become highly successful themselves.  Everyone involved, in any capacity, in the world of marketing, from small businesses and personal brands to major marketing agencies and corporations, wants to gain more insight into what they can expect in the future of marketing.

Top Trends

Although it is impossible to see the future, predictions can be made about what will most likely happened based on the trends of the present and the direction that they are taking.  There are several current marketing trends that are especially likely to impact the future of marketing in major ways.

Mobile Marketing

One of the most predictable trends you can expect to continue impacting the marketing world in the future is mobile marketing.  Every year, as mobile technology expands and improves, more web views are coming from mobile devices, and less are coming desktop machines (including laptops).

This means that businesses need to invest more resources into optimizing their sites for the small screens if they want to reach the widest audience.  Bounce rates increase when customers are required to do the “pinch and zoom” when visiting a website on their mobile device.

Pinching and zooming is annoying, and it is a predictable result of a website not being properly sized for mobile viewing.  By having your site correctly sized so that people do not have to manually resize the page when viewing it on a mobile device, you can decrease bounce rate (the rate at which people leave your site before completely viewing your content) and increase the number of people who absorb the content, and increase the opportunity to improve revenue and profits.

Additionally, companies may want to look into advertising through new content types, like video, that are much easier to view on a mobile device than long-form content.  Mobile apps and games also offer new platforms for companies to develop innovative methods of advertising on the small screen.

Superior Content and Customer Experience Will Always Win

The need for great content will not change in the future.  Sites with attractive visual content and interesting, well-written textual content will always be superior to sites with too little content, irrelevant content, or content that is not well written and organized in a way that is easy for people to consume.

Companies should look into optimizing the content on their sites, in order to make it even more appealing to customers.  Research should still be done into what types of content your customers are responding to, and what types they are not responding to.  Your company will need to continue analyzing what colors, themes, fonts, and photo designs customers like or dislike.

Customer experience is, and will continue to be, the most important element of a website and of any online marketing campaign.  Your brand will need to be able to produce high-quality content quickly to send out in the form of social media posts or newsletters.  Interaction with customers in the form of attractive content will continue to benefit companies in the future.

Interaction and Relatability

One of the most notable changes that has occurred in marketing since the advent of social marketing is that customers now expect to interact with brands on a friendly, relatable level.  This trend is expected to continue and to come even more to the forefront in the coming years.  Customers value transparency from brands, which means that an open channel of communication between brand and customers is essential in today’s age of marketing.

Communication with customers over social media should not be solely promotional; in fact, the majority of social content should be non-promotional.  This type of content should be responses to customers and fans, retweets of fans’ tweets, favoriting tweets, and posting links and content that is fun and relatable.

Non-promotional content should be relevant to your brand’s voice, but it should not directly advertise your products and services.  This open line of communication is what marketing in the future is expected to be based around, since genuine, honest talk is what builds the highest level of trust with customers.

Social Will Take Over

Finally, in the future of marketing, the Internet as a whole will be largely taken over by social media.  This trend has already begun, although the majority of digital marketing still takes place on the internet in places other than social media sites.

In the future, brands will likely shift their focus away from the Internet in general and onto social media sites specifically, as social media gains more and more influence over consumers’ purchasing decisions.

Social media has shown to be the most powerful aspect of online marketing, already, since customers are much more likely to make a purchase if they have seen an endorsement from a Facebook friend.  In the future, it is expected that social media will move from being just one of the ways brands reach customers online, to being the most important, and primary means of advertising online.


To review, the future of marketing will continue to be centered around high-quality content.  Not only will this content need to be visually appealing, load quickly, and be optimized to run smoothly on desktop machines, but more importantly, it will need to look flawless on mobile devices.

Additionally, for your brand to beat out the competition in marketing in the future, it will have to have a solid social media presence.  Most of all, honestly, reliability, relatability, and transparency will be evaluated more closely by customers in the future, and companies will need to build strong brand-customer relationships.

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About Sean Donahoe

Sean is one of the most recognized industry leaders in business and marketing. As a popular speaker, author, consultant he has helped over 50,000 students world wide find success in their businesses and has consulted with Fortune 500 companies and businesses of every size grow and thrive...

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