The Disruptive Future of Marketing

At the Drum event ‘4 Minute Warning’, held on 5th December 2012, speakers from the digital industry came together to discuss what the future holds for marketing and media agencies and challenged them to think the unthinkable.

Talks at this event looked at the digital revolution including augmented reality, 3D printing and the future of mobile.

Our very own Mark Brill discussed what he terms the ‘Disruptive Future’, this is broken down into four sections.  Firstly he looked at how we create the skills for the jobs of the future that have not been invented yet?  This state of Disruptive Employment is a growing challenge for the businesses of today as they need to try and anticipate the changes in the industry and prepare their staff for the future.  Similarly universities must do the same to prepare their students for the jobs that they will eventually go in to.

Shopping also falls under this disruptive heading as brands use showrooming and behavioral targeting through image recognition to re-define the retail experience.  Some brands are also using technology like augmented reality to alter the traditional shopping experience.

Health apps are on the increase and people are increasingly turning to their mobile phones to check their symptoms, rather than visiting the doctor.  The future holds even more potential for this sector as devices that work with your smart phone are being developed to not only diagnose but also to help treat illnesses.

The final disruptive category is interactions.  New screen technologies are rapidly evolving and multi-screen consumption is becoming more and more the norm.  Soon the smart phone as we know it will cease to exist.  How will these technologies impact on consumers and brand engagement?

What Is Future Media?

When I tell people that the NTI run a course called Future Media the first thing they say is “What’s that?” In a nutshell I tell them that it is:

“The use of new technologies in digital media marketing strategies.”

For further clarification I explain:
•Digital media can be online, mobile – via a smartphone or tablet or even interactive TV and strategies can span over all these mediums making them multi-screen.
•Digital communications includes interacting with your customers on social media platforms by sharing information, blogging, running competitions and engaging in conversation.
•Digital marketing is inbound and can be measured with analytics. Campaigns can take place on social media, by e-mail or using SEO (Search Engine Optimization) and PPC (Pay Per Click) to drive traffic to a website. Websites should be mobile responsive for a user friendly experience.
•Mobile marketing can use technology to develop apps to scan QR (Quick Response) codes, bring AR (Augmented Reality) to life or even to geo track your users via the GPS in their mobiles as they check in on their favourite social networks.

Quite simple really!