The world of marketing, branding, and advertising moves fast—real fast. Just as soon as a new piece of technology or tactic establishes itself as the standard, something even newer comes in to kick it to the curb.
On the occasion of our eleventh anniversary (yay!), it seems like a good opportunity to look back at some of the top marketing changes we’ve seen since opening our doors 1.1 decades ago.
11. The Decline of Print and Rise of Digital
Consumer newspapers and magazines, once the spearpoint of any good marketing media plan, have been in steady decline over the last decade. Print isn’t dead, especially for B2B and trade publications, but circulation and ad revenue for traditional print has wilted at a precipitous rate. This offers brands new opportunities in the digital space.
10. Augmented Reality
We’re only beginning to see the true potential of AR, and the incredible benefits it can provide to marketers, even in the food and agriculture realms. Already, shoppers are navigating stores with AR maps and seeing real shelves come to life with virtual messages and visual cues.
9. The Democratization of Video
Eleven years ago, branded video was a costly enterprise that many companies just didn’t think was worth the hassle and expense. Today, companies of all sizes use video on a sometimes-daily basis. Who could have predicted that we’d have the technology to shoot, edit, and publish video in our pocket in 2018?!
Want to send your marketing message to Spanish-speaking women between the ages of 45-50 who like Star Wars and live in the suburbs of Pittsburg? Thanks to digital media’s ability to micro target, you can now do just that.
7. Online Shopping Moves Beyond Books
In 2007, online shopping mostly involved buying books from Amazon, or purchasing the junk from someone else’s attic on eBay. In a world where an inspiring ad can lead to a sale right then and there (thanks to digital technology), marketing becomes incredibly exciting. While we haven’t perfected online shopping in the food world yet, virtually anything can be purchased online and delivered to your door.
6. The Rise of the Customer Journey
Throughout the history of marketing, marketers have focused on one thing: making the sale. It certainly makes sense to focus on that all-important end-goal, but new advances in data, psychology, and applied sociology have led smart marketers to look at the bigger picture—the customer journey. Now we focus not just on those well-informed consumers who are ready to buy, but also on the entire path to purchase, and what messages and interactions are necessary at every stage of their journey to purchase, and even afterwards.
5. Consumers as Advocates
A recent Forbes study showed that 81 percent of consumers based their purchase decisions on their friends’ social media posts. Eighty-one percent! Today, if you can attract engaged advocates to your brand, they will spread the word on your behalf. How do we do it? See numbers four and three below.
4. Content Marketing
Who would have thought, even eleven years ago, that today’s brands would become constant generators of videos, articles and images? Today, many successful brands act less like companies and more like celebrities, sharing ideas, tips, and inspiration at an ongoing pace.
3. The Focus on Purpose
Brands used to represent what they produced: trucks, turnips, tools. Today, brands are scrutinized for what they believe in. Modern consumers, particularly millennials and Gen Zers, want to know what a brand’s purpose is aside from turning a profit. The brands that do a good job of sharing their positive, authentic purpose have an edge on their competition.
It may be hard to believe, but touchscreen smartphones as we know them didn’t exist before 2007 when the iPhone debuted. Since then, phones, not computers, have become the number one way consumers interact with brands online. Heck, nowadays the supercomputers in our pockets can run our entire lives. App integration even makes it possible to sync ingredients from an online recipe to your shopping list app and to your calorie tracker fitness app. The marketers who make the most of this amazing tool have a major advantage.
1. Data, Data, Data
It’s clear to us at Moxxy that the biggest change in marketing over the last eleven years is how big data has taught marketers more about consumer shopping habits than ever before. Now we know the what, where, when, and who of every purchase. We have cart data that shows us what people buy, in what combinations, and how often. Data can even connect offline actions with online information, delivering timely and topical messages so precisely that it often feels creepy. Is it good or bad? However you feel about big data, its new importance in marketing is undeniable and largely untapped by marketers.
What will the next eleven years bring? Though they didn’t make this list, we’re betting that artificial intelligence and the internet of things are going to be on our list eleven years from now. We can’t wait to sink our teeth into those opportunities, and whatever else the future of marketing brings.