A few days ago I had the pleasure to attend “The Future of Marketing” panel organised at King’s College London.
Some interesting points here below:
The Janus-faced nature of technology
Gen AI and XR present marketers with the opportunity to offer customers captivating experiences and more relatable representations of brands and companies. Technology can change attitudes and behaviours fostering, for instance, a responsible approach to both production and consumption. At the same time, “shiny objects” are leading to screen addiction and unethical behaviours.
Back to the basics: what do customers want?
In corporate settings, the marketing function is oftentimes rigidly structured and follows established pathways. This does not allow a company to get a real sense of the changing behaviours and the evolving needs of their market. Marketers seem to forget the fact that, before being customers or potential buyers, we are human beings. Instead of entering the Metaverse – because everybody is –, or pushing new products, companies should instead focus back on customers and what is valuable to them.
A new agenda for corporations and marketers
– Stop being manipulative and transactional. Be helpful, do something relevant
– Do not approach your customers with a short-term mindset. Take time to immerse yourself in their culture
– Help the marketing teams to take control of functions and budgets that they have lost