As a technology-centric digital marketer, I am constantly evaluating consumer adoption trends, tech startups, and the latest in emerging platforms. My goal is to align consumer behavior with relevant digital solutions that create value for my partner brands.
We are in the midst of an innovation revolution, with a slew of new and innovative companies and startups vying to become the next big thing. We are now more connected than ever, and functions that used to require separate devices are now accessible simply through your phone. Finally, we have seen exponential growth in terms of the sheer volume of data being created.
We are also in a state of constant bombardment about the future state of digital marketing. Microsoft recently stated that the company believes by 2020 marketing departments will be reshaped to concentrate around three digital hubs: content, channels, and data.
Where should marketers and brands place bets over the next five years? What is hype over substance? Taking all of this into consideration, I interviewed my strategy teams in Los Angeles, New York, and Dallas to map the state of digital marketing in the year 2020.
This was a very interesting exercise, as my expectation was closely aligned to the idea that we would rally around five to 10 top-level topics, which are mainstream points of discussion. After the first hour, we had identified 31 "territories" we felt were going to represent the next five years of digital marketing.
We had fun with discussions of drones, crypto currency, the internet of people, and more. While the team agreed fundamentally about certain platforms making an impact, there were pros and cons to impact and feasibility. The following are the top four territories we felt would be most relevant in five years.