What will marketing look like in 2021?
“Human society will change more the coming 20 years… than the last 300 years”
We now live in a world of exponential technological change.
2017 is the TURNING POINT of this Exponential Change.
Change appeared to go slow, but now everything will now begin to change,
all at the same time.
Algorithms will impact 1 billion human jobs in 2020
Everything is abundantly available. Everything goes to the cloud. Money. Books. Governments. Cities. Content becomes essentially free.
With everything being abundantly available, people change from owning ‘stuff’, to experiencing ‘stuff’. People want experiences.
Image recognition by computers is becoming better than humans.
Computers recognize voices, not just speech, already today.
You can ask anything, using smart ”agents”
By 2019 websites and apps become less important. In 2019, 20% of all brands will start abandoning their mobile apps, in favor of progressive and instant apps
What is REALLY happening here?
The interface is dissapearing
WHEN is this going to happen ?
Years from now, not decades
So the big question is…. What will marketing look like in 2021?
Everything will be about technology
We’ll move from products to total experiences
From brands to platforms
Nike+ is opening their fitness data to
3rd party developers.
Gillette lets men try on virtual beards and connects them with 3rd party products & services.
General Electric opens sensor data of their products to 3rd party suppliers.
And finally, what will your marketing JOB look like in 2021?
Marketing organization haven’t changed that much in the last 40 years. That is about to change. DRASTICALLY.
Everything that can be digitized and automated, will be replaced by Artificial Intelligence.
The reverse is also true… Everything that cannot be digitized and automated, will become
EXTREMELY VALUABLE
Top 5 marketing skills needed in 2021
Such as critical thinking and creativity.
And fluid teams
Strategic thinkers become critical to success
The era of the right brain has arrived
Creativity in content, data, technology & strategy becomes crucial
How can you
PREPARE
for 2021 ?
Get in touch
www.invisiblepuppy.com
13. #20thoughts
Everything is abundantly available.
Everything goes to the cloud.
Money. Books. Governments. Cities.
Content becomes essentially free.
Image Source : Gerd Leonhard, Futurist & Humanist
14. #20thoughts
With everything being abundantly available,
people change from owning ‘stuff’, to
experiencings ‘stuff’
People want experiences.
Image Source : Gerd Leonhard, Futurist & Humanist
25. #20thoughts
This makes exact location
guidance possible, already today.
Image Source : Google IO Conference, 2017
26. #20thoughts
In only a few years from now, smartphone
sales will decline, to be eventually be
replaced by smart glasses.
27. #20thoughts
The new user interface will be our eyes,
where we control the interface with
our intend.
Image Source : Eyefluence, bought by Google in 2016
43. #20thoughts
Nike+ is opening their
fitness data to
3rd party developers.
Gillette lets men try on virtual
beards and connects them with
3rd party products & services.
General Electric opens
sensor data of their
products to 3rd party
suppliers.
52. #20thoughts
Top 5 skills
2015 2021
1. Solve complex problems
2. Coordinate with others
3. People management
4. Critical thinking
5. Negotiate
1. Solve complex problems
2. Critical thinking
3. Creativity
4. People management
5. Coordinate with others
Source: Future of Jobs Report, World Economic Forum, 2016
Such as critical thinking and creativity.
53. #20thoughts
And fluid teams
Multiple disciplines
Flexible roles and responsibilities
Build for speed and agility
Creative use of art, science and technology
Set-up and dismantled when needed