Keeping abreast of what is around the corner is critical for organisations. Deloitte Insights is one resource that is constantly peeking around the corner and giving businesses a heads up as to what is coming their way. They are known for producing excellent trend reports and have just recently released their first Global Marketing Trends report (access it here) based on an international survey of expectations.
The report identifies 7 key trends that leading organisations will be focused on over the next 18-24 months. In the report each trend is detailed, with the implications for the organisation and the Chief Marketing Officer noted. However, a very snapshot summary of the trends follows:
- Leading with purpose – see consumers as more than customers
- Evaluating the human experience – get to know the values of the humans you hope to serve
- Riding the fusion wave – recognize your organisation is competing in ecosystems, not industries
- Building trust in your brand – be transparent and upfront in your attentions, and understand that data belongs to your customers
- Amplifying customer participation – embrace new ways of marketing and integrate customer participation as part of your brand strategy and marketing program
- Improve the talent experience – understand how to engage the talent experience to add more value to the customer experience, including championing the perspectives of both customers and the workforce in strategic decision-making
- Putting agile into action – let marketing be the agile champions for the organisation.
Organisations wanting to stay on the leading edge will do well to download the report and take on board these key trends.
Dr Warrick Long, Senior Lecturer and Leadership Postgraduate Studies Coordinator, Avondale Business School