The Future of Marketing [VIDEO]

The future of marketing scares many companies and brands, and with good reason. Media trends shifted so quickly over the past decade that business are still playing catch up. Now with social adoption still continuing, mobile taking over the web, and new technologies like Google Glass and big data upon us, marketers face more change.

Author Seth Godin, Cafe Press VP of Digital Jason Falls, 3M Social Media Leader Greg Gerik, Author C.C. Chapman, Corporation for National and Community Service Director Michael Smith, Author Geoff Livingston and Author Dorie Clark discuss how the power of real time interaction, customer-centric communication, fast moving media, dynamic relationships and possibly even the retreat of text will drive future media. A transcript is below.

Over the course of a few months, Vocus interviewed more than two dozen experts and influencers on the State of Marketing. Our efforts produced nine short videos that we’re releasing over the next couple of months in a thought leadership video series. This is the ninth and final video in this series. We’ll be back with more soon!

You can now see all State of Marketing videos released to date here!

Seth Godin, Author, Blogger, Entrepreneur

“In times when there’s a lot of turmoil, it’s easy to ask what’s next and what I’ve been saying for a couple of years is the real question, what’s now? That we went through this huge revolution—the biggest one in a hundred years– about the way ideas were created and spread. And now we are just working on the details, but the concept isn’t going to change for a really long time. Permission is here to stay. The idea of individuals being media companies are here to stay.

Jason Falls, VP of Digital Strategies, Café Press
“The marketers of the future will be marketers that have a finger on the pulse of their audiences– of their stakeholders—in a very intimate one-on-one way. They will know their audiences well and it won’t be because they spent hundreds of thousands of dollars on market research. It will be because they communicate with them on a regular basis.”

Gregory Gerik, 3M Social Media Leader
“I think what’s next is that people will be looking at that real-time interaction. How can we scale brands to be there with you when you’re watching television? How can we scale brands to be there when you’re at the store—right next to you to help give you those recommendations to help you pick the right product and do that in real-time?”

C.C. Chapman, Founder, The Cleon Foundation
“I think it’s not rocket science that mobile is going to continue to be more and more important. It’s not having a mobile friendly website and it’s not necessarily having an app either. It’s having that information available wherever somebody is. Mobile is also now not just a phone. It’s the tablet and knowing the differences between those and seeing things like Google now where it knows where you are and gives you that information right away. That stuff is hot and that’s cool and it’s going to be very, very important.”

Michael Smith, Corporation for National and Community Service Director
“So what’s going to have to happen for people that are in the marketing space is that you can never sleep because the technology that you knew today, the marketing technique that you were sure of today, is going to change tomorrow. Look at how Twitter, Facebook, Foursquare has completely disrupted what was common marketing channels. And so, you’re going to just have to be up on your game and not comfortable with what’s coming next, but comfortable with the idea of watching what’s coming next and trying new things.”

Geoff Livingston, Author, Marketing Strategist
“Everybody’s talking about Google Glass right now. It’s very hot project. It might bomb—it wouldn’t surprise me if it bombed. I think running around with a computer in front of your eyes might be tough on some people, particularly old people like me. But, that might indicate that it will take off because the young people can do it. Generally speaking, wearable computing will allow us to engage with the Internet and with our outside world simultaneously.”

Dorie Clark, Author, Reinventing You
“On one hand, it’s a whole new layer that enables development of different apps, different technologies that can really create fascinating experiences for people. It’s the longstanding dream—it’s real time information that can serve us in the moment. If I want to know where to go for dinner, there it is. It’s everything you need to know. So, it’s a powerful realization of things that we’ve been working toward for decades.”

Geoff Livingston, Author, Marketing Strategist
“We’re going to see text and that type of communication—literally words on a screen or in writing—start to really nose dive. Everything is really going to move towards the world of video, towards audio, and towards photos. The written word will never go away obviously, but it’s going to become less important and that means there’s going to be a lot of marketing people that are going to have to change their game.”

Dorie Clark, Author, Reinventing You
“That being said, it ultimately drives us back to word of mouth because with all of these streams, you have companies that are surely going to be investing in different technologies to make themselves glass compatible and easily findable. But, what’s really going to matter, what’s really break through amidst all the things that people are putting out is whether or not your friends told you to go there and whether or not on a Facebook feed or a Twitter feed, the people you trust recommended them. If they have, you’re far more likely to go there. And so, in some ways it’s back to the past.

Seth Godin, Author, Blogger, Entrepreneur
“So instead of saying, ‘What’s the new wizbang replacement for Twitter?’– it doesn’t matter. What matters is: Is your company still organized around industry and the factory and being in charge or is your organization organized around the conversation? Is it organized around connection? Are you keeping track of connection or are you keeping track of power? That’s not going to change. That’s what’s next. And so, I think we need to take a deep breath and stop racing around looking to see what TechCrunch is writing about and instead say, ‘Guess what? We are still organized around a factory model. We need to fix that.”

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