Top 10 Marketing Trends by Marketing Leaders

The Setup Women in Marketing series is focused on interviews of over forty women sharing their marketing career path, advice, and observations regarding the industry. Leaders ranging from Great Clips to Hiscox to Blackbaud shared their outlooks on Marketing and the upcoming trends that excite them most. 

Based on the interviews, below is a list of some of the trends marketing leaders are prioritizing or anticipating will change the game:

Top 10 Marketing Trends

#1 - Artificial Intelligence 

AI/machine learning has been on the radar for some time. A huge benefit to advanced AI is that it can target specific audiences, works 24/7, and makes thousands of decisions every second to receive the highest ROI. The data AI collects to help predict better and higher engagement on products or ads ensures a more targeted experience for the audience and more traffic for the company. 

#2 - Video 

Videos are key storytelling tools that are digestible for the consumer. Whether it’s showcasing the uniqueness of the company or the consumer, video brings the brand to life and personalizes the story. People love to be a part of the magic or an “insider,” so behind the scenes videos are currently all the rage. 

Videos on TikTok, YouTube, and Instagram Reels, with the help of captions, are also accessible to anyone. The barrier to entry to create is also so low that creators can gain an organic audience with hard work and a strong, authentic voice. 

#3 - Content Creators + Accessibility

Consumers are creative and want to have deeper relationships with brands. Since tools to create or learn how to create content are extremely accessible, brands that leverage the fandom and creativity from their consumers or niche markets are more in touch with their audience and can lean deeper into personalization and customization.

#4 - Augmented Reality Technology

AR improves the customer experience by allowing them to envision the working components of a product. Picturing possibilities allows consumers to make the right purchase decisions and simplifies the sales process.

#5 - Cloud Computing + Data

Cloud computing allows marketers to collect data, analyze it, and apply smart algorithms to surgically address opportunities and challenges. Blackbaud’s CMO, Catherine LaCour, shared, “The more data we have, the smarter our marketing gets…it unlocks new potential for how marketers can create value for prospects and customers, while servicing and even connecting them in meaningful and differentiated ways. For the customer, that’s value creation. For the company, it builds customer loyalty and informs stronger lifetime value.”

#6 - Digitization + Data

The modernization of business has forced companies to digitize their efforts which leads to not only cloud computing, but virtual environments, website enhancements, augmented reality interactions, and trackable data. Using data that analyzes the customer journey allows marketers to make more informed decisions and create more personalized experiences. 

#7 - Standing for Something

Whether it be through sustainability, social justice, public health, or more, people are looking to be better. “Because of this, they’re calling for brands to do the same,” shared Jennifer Pisciotta, the Global Vice President of Marketing at Bacardi. “Consumers are expecting brands to stand for more than just the products they sell, and they’re not afraid to hold these companies accountable.”

“Companies who are figuring out how to be profitable and altruistic are going to win,” states Amanda Forgione, the President and COO of Morrison.

#8 - Mental Health

In the same vein of being more mindful about work and purpose, more and more companies are emphasizing mindfulness and prioritizing physical, emotional, and spiritual health in their companies, products, and marketing. 

#9 - Gamification + Experiential 

After the various lockdowns, people are eager to get out and explore. Experiential marketing is having a comeback to be more creative than before. With that, gamification is skyrocketing. Games are a useful tool for brand positioning, brand awareness, partnerships, sales, and training.

Brands are prioritizing the customer experience by focusing on methods like loyalty programs that lead to retention or omni channel campaigns, so that they are present everywhere. 

#10 - The Metaverse

The marketing world is expanding beyond reality and into the unlimited realities of the metaverse - opening up more opportunities to collect customer data in addition to interacting with, reaching, and developing relationships with consumers. 

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Investing in and prioritizing the trends above will amplify your marketing effectiveness. Up your game by implementing new elements to your marketing strategy or incorporating one of these areas into your marketing budget for the next year.