“Decoding Digital Marketing” – Scenarios for the future of human-computer interaction
At the heart of the transformation are automated processes that promote efficiency and the evermore-exact personalization of content and messages. The role of marketing: orchestrating the digital strategies of companies. This also requires a critical analysis of the powerful potential of new technologies; because not everything that can be digitized must be digitized; and data by itself is not the new gold – it becomes a treasure only if it benefits customers or society. In partnership with BSI, the think tank W.I.R.E. conducted a project for several months searching for answers about the future of digital marketing.
The study’s objective
The study serves as a guideline for organizations that, free from buzzwords and the always-unchanging conventional concepts, are looking for their very own path toward setting themselves apart in the marketplace with truly smart marketing. It is about providing a sense of direction in this highly dynamic environment, about examining the important developments that shape the marketing of the future and about developing potential scenarios resulting from this evolution that will affect the future of digital marketing, knowledge transfer, and communication.
“In the future, marketing will be committed to asking a suitable question that artificial intelligence will find an answer to.”
Sascha Lobo in an interview with W.I.R.E.
- The chronicle of an known disruption: On the automation of marketing
- Of algorithms and men: Tomorrow’s framework conditions
- Beyond the world of computers: Perspectives of the digital dialog
- From fiction to facts: Tasks for the design of 21st-century marketing
Seven scenarios of the future of digital marketing
The power of platforms
The market power of digital platforms for introducing products and services is growing. While it provides access to global target groups, it also separates brands from direct customer contact. The internal channels of companies will remain relevant to provide direction and create differentiation.
The fourth dimension
The transfer of content and messages shifts into the virtual space and the physical space that has expanded with digital interfaces; in the long term, smartphones and two-dimensional screens will take a lesser role.
La Marque, c’est moi
As the shift toward personalization continues, brands line up more and more with individuals. Companies customize content and products together redefining the hierarchy of brand and target audience.
Bot against Bot
The robotization of marketing through social bots opens up new dimensions to continue the surge in message frequency. Due to sensory overload, customers’ smart bots will intercept and filter the messages of the future.
The age of values
Along with the expansion of social media, classic marketing is being replaced as a source for product information. Credibility through value-based positioning and long-term customer loyalty will replace subtle or active influencing in the future.
Kill the noise
The overload caused by digital noise but also the rising awareness of our dependency on digital devices will lead to new marketing basics that won’t capitalize on speed but a cutback to relevant content.
Differentiation through the brain
Marketing is becoming data-driven and automated. However, people and “machine teaching” take care of differentiation. This requires, among other things, the continuous manual adaptation of training data to algorithms to increase output quality.