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Making purpose core to your marketing strategy

As a futurist, I always remind my clients that the future isn’t just somewhere we go but something we actively create. Simply because our actions today directly influence and shape our business of tomorrow.

In this article I introduce some of the key trends I discussed in my Smart Insights webinar on December 18th 2014- The Marketing Trends Management Toolkit – free registration to view here:

If you attend the webinar you will have a chance to win a free copy of my new book the Trends Management Toolkit with a prize draw during the webinar and we will offer a 30% discount code to all who participate.

Today, only 1 in 5 brands globally are perceived as making a difference to people’s well-being, illustrating the huge disparity between how traditional profit-driven organisations think they are performing and how their stakeholders experience their products and services. In a world of increasing complexity and challenges, a consistent 4P approach – considering People, Planet and Purpose alongside Profit – will be key to success in the 21st-century’s highly competitive business environment.

Making ‘purpose-driven’ leadership the fundamental principle of your organisation and business strategy is the core discourse explored in my new book The Trend Management Toolkit – A Practical Guide to the Future. Four broad guidelines in a purpose driven economy should inform all communication with internal and external stakeholders.

Be honest: 4 in 5 people globally say that CEOs should communicate transparently to build trust, so engaging in genuine two-way dialogue with all stakeholders is a strategy that will pay off.

Act authentic: Smart organisations recognise that the word ‘consumer’ is outmoded and therefore create opportunities for genuine engagement with people, helping them make better choices.

Show engagement: Participation in the global conversation about how we move towards a ‘betterness’ society is key – be open to all suggestions for how your organisation can make a positive difference.

Create the future: Don’t just live in the present – actively map the future you want, and share your vision in all your communication to invite everyone to participate and make it happen.

To make your messages impactful, you need to understand how emerging influences are reshaping the society we live and do business in. Here are eight key trends drawn from the Kjaer Global Trend Atlas that will help you design future-focused marketing strategies.

1. Radical Openness starts inside your organisation

Reputation is your most valuable asset, but building trust only works if employees understand your goals and care enough to be your brand ambassadors. That’s clearly not the case for many organisations today, since a 2012 survey of 97,000 people in 30 countries found that 48% of people would not recommend the organisation they work for.

GE – which has 300,000 employees in multiple locations – provides a great example of how social media can be a strong driver for collaboration and building trust. Using a variety of social media platforms, GE invite both their workforce and external stakeholders to join in and influence the conversation, demonstrating that this is a transparent organisation with a strong culture and clear goals.

2. Digital transformation is a journey not a destination

It’s not enough to embrace digital tools, you have to use them creatively to make a positive difference to people’s lives. That means fast, accessible and multi-channel platforms that bring tangible benefits for your customers. IKEA’s AR app helps people overcome the problem of visualising a product in their home space.

Instead of sketches and tape measure, they use augmented reality (AR) to position virtual products in their home, helping them plan makeovers and get creative about their space. The added benefit for IKEA is reducing the number of customer returns (almost 15%) because people miscalculate how furniture will fit in their home. 

3. Urbanisation means opportunities to drive positive change

Tomorrow’s cities have the potential to be living organisms that act as intelligent and automated distribution networks between buildings, transportation, goods and services, connecting people and businesses instantaneously. Big Data is already bringing a whole host of opportunities to enter this space and boost your business image and performance by working for the common good.

For instance, New York ‘geeks’ are using city data analytics to solve longstanding urban challenges and make the city more liveable, while the Citymapper app helps people plan faster, cheaper and smoother journeys in a bid to reinvent the city. Access to and sharing of aggregated data sits at the heart of smart urban development and positive change.

4. Smart Living invites us to collaborate for mutual benefit

The Internet of Everything (IoE) is bringing connectivity on a grand scale – with 50 billion devices connected by 2023 according to a recent forecast. Phones, wearables, consumer devices and other smart objects are already having silent conversations with each other in the background, opening up a whole new understanding of human behaviour with huge potential to facilitate meaningful experiences and better lives.

Already, almost 70% of Americans are taking control of their well-being through digital health monitoring. The key word here is collaboration, since Smart Living is an opportunity for business to collaborate with people to build better life, health and job outcomes.

5. Engage with Global Citizens to build your influence

Global Citizens are Millennials who see a world without borders. This mobile and tech savvy group are vital influencers so you need to make them part of your community, as customers and employees. It’s estimated they will make up half the workforce and most international assignments by 2023.

The key to engagement lies in the 4Ps, since over a third of Millennials believe that the goal of ‘improving society’, should be at the core of every business. This group wants to know why they should buy from you or work for you – and that’s a clear motivator for ensuring purpose sits at the core of your organisation’s ethos.

6. Betapreneurship means seeing failure as a learning curve

A spirit of Betapreneurship is empowering people and businesses to make change happen by fostering collaboration around a new ‘redesign and rethink’ culture. One of my current favourite disruptive business case is iFixit – a global online repair manual and community that aims to ‘fix the world, one device at a time’.

This positive thinking is implicit in purpose-driven organisations. 3M introduced its 15% ‘time to think’ programme in 1948, and many great initiatives and innovations like the Post-It note are the result. Similarly, Google’s 20% time invites in-house entrepreneurial thinking and encourages collaboration. Organisations simply must foster disruptive innovation to thrive, as new people-led alliances will be the fuel that drives successful organisations of the future.

7. Build Social Capital and use resources wisely

Business needs to be at the centre of the communities it serves and that means developing new systems and innovation models that take account of how our lives are changing. With concerns about finite resources and a growing interest in the circular economy, people are increasingly favouring access over ownership. Success stories such as Airbnb and Zipcar are just the start of this transition, so you need to look at how you can help people live better lives, use less and build communities based around sharing resources.

8. It all comes down to ‘The Good Life’

Conventional ways of measuring success – corporate and individual – are increasingly being re-evaluated, but our goal remains achieving ‘The Good Life’. All the trends outlined here relate back to this fundamental principle. That means organisations should focus on well-being experiences to build real value and a lasting legacy. One thing is clear: brands that engage in empathic leadership through a purposeful strategy, and then deliver on their promises to internal and external stakeholders, are best prepared to survive the challenges of the future business environment.

Connecting the dots

Drawing a ‘Mindset Diagram’ of tomorrow’s people is a great way to connect the eight trends and sum up the core drivers that will underpin tomorrow’s successful digital strategies. Technology Optimisers and Creative Collaborators are people who prioritise ‘access’ and ‘collaboration’, while Global Sustainers and Inclusive Visionaries look for ‘community’ and ‘engagement’.

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Cohesion, Communication Key To Bu’s Future

Cohesion, Communication Key to BU’s Future Brown reports on plans and strategy at staff conference

President Robert Brown discusses the One BU Strategic Plan at the 2007 Boston University Management Conference, held yesterday in Metcalf Hall at the George Sherman Union. Photo by Fred Sway

Speaking to more than 400 staff members at the 2007 Boston University Management Conference, held in the George Sherman Union’s Metcalf Hall yesterday, President Robert A. Brown talked about the importance of communication, the progress of the University’s strategic plan, and why the letters “BU” must no longer be thought of as “the first two letters in bureaucracy.”

“Our collective goal should be to engage one another in critical conversations as we work together toward building a better university,” he said. “It is important for change, and I think everyone senses the changes around us.”

Brown discussed in detail the purpose and progress of the University’s strategic plan, commonly called One BU. “The soul of the plan involves focusing the majority of our energies on common goals that link the entire University,” he said.

Brown told the staff that a report issued by the Strategic Planning Coordinating Task Force in December had outlined long-term strategies and visions for undergraduate and graduate education, research, faculty, student life, and administrative services. The objective, he said, was to create a strategic vision for BU from the bottom up.

He explained that he had first requested each college to come up with a set of ideas about how to nurture its own academic programs. But, he said, that effort alone could not accomplish the greater goal of pulling the University together. “We are a unique, large, diverse, high-quality university with a common level of connectivity and collaboration among its faculty, students, and staff,” he said. “But for BU to become a great urban research institution, every department in every college must work together.”

The president highlighted 9 points (edited down from an original 12) addressed by the strategic plan, including an expansion of BU’s connections to the city of Boston and to the rest of the world. “I want to emphasize what the B stands for in One BU,” he said, “because the city of Boston is one of our greatest assets.”

Brown believes that the University’s internships, community service, study abroad programs, and training of students and faculty for global shifts in economics, politics, and research, he said, would help BU cultivate a core ideology that will guide future growth. He also spoke of the importance of engaging alumni in new and different ways.

“We have an extensive alumni base,” he said, “but in the past, we have not fully engaged them.”

“Opportunism characterized BU throughout the 1970s,” Mercurio said. “That cannot continue. In the future, BU must consciously play a role in the direction it is heading.”

Mercurio described several planned improvements, such as expanded sidewalks and renovations to the College of Fine Arts and the School of Law. He also described a long-range planning study that proposes stronger links between East and West Campuses (see today’s related article, “Study Sees New Campus Center Near BU Bridge”). All of which would require very large investments, he said, and for the University to continue the kind of growth it has enjoyed in recent decades, it would have to find new methods of funding projects. In the past, according to Mercurio, BU has borrowed nearly 50 percent of the money used to complete its building projects. “We want to reverse our strategies,” he said. “We need to find ways to make philanthropy and grants make up the bulk of our funding.”

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How Nfts Will Change The World In 2023: 5 Key Trends

Within a few months of the start of 2023, the global economy was rocked to its foundations. However, digital markets and virtual real estate have proven to be a boon to both businesses and consumers alike. The Metaverse is another name for this concept. As cryptocurrencies and NFTs (non-fungible tokens) rise in prominence, the virtual marketplaces, digital assets, and the way we interact with others this decade will be vastly different from how they were in the early 2010s.

Many platforms like the Hate Race game are supporting NFTs. In this article, we will discuss five key NFT trends in 2023 as they continue their rapid growth.

Disrupting The Art World

After seeing NFTs’ dramatic rise in the art world, there has been a debate regarding the value of art, how it is owned, and what we can expect in 2023 and beyond. As an NFT, Beeple’s Every Day: The First 5,000 Days set a record for the highest price ever paid for digital artwork. Using blockchain technology, NFTs allow us to verify the origin and ownership of digital data for the first time in history.

It appears that fractional NFTs of real-world artwork by well-known artists will be in demand in 2023, and fractional NFTs allow investment in high-value crypto assets for a fraction of the price.

Many global artists are holding NFT auctions and even making them a viable source of income. This $50 billion a year industry/opportunity is attracting the attention of more and more art lovers and investors.

Influence on the Gaming Industry

In the year 2023, gaming was the second most important NFT application. Through blockchain-based play-to-win games, NFTs have ushered in a new age in gaming since they represent the first time that players own their assets, which they may sell. NFTs trade for profit.

Boosting Fundraising Efforts to a New Level

There’s always room for charity when there’s a lot of money, major investors, or valuable objects at stake. Fundraising has become an inevitable outcome of NFTs as the world embraces the benefits of tokenization.

Every time a transaction is made using an NFT, a portion of the money is automatically donated to a good cause. NFTs and smart contract algorithms are safeguarded by blockchain technology since it creates a publicly traceable and transparent database. In addition, cryptocurrency-based charitable payments involve lower transaction fees and near-instant returns as well as.

Impact on Social Communities

Instagram and Twitter profile images that feature a monkey, giraffe, or some other imaginative animal interpretation have recently risen in popularity. It’s also possible that this is due to the widespread adoption of NFTs.

This has also led to exclusive Metaverse communities and social clubs, all of which have one thing in common: they all own the same NFT from the same artist. With more than ten thousand virtual world objects, the Shiboshis Social Club is an exclusive Metaverse club for Shiboshi NFT owners. Members of the Bored Ape Yacht Club (BAYC), for example, receive social benefits as a result of their NFT collection. Future social activities will be powered by NFTs.

Also read:

Best 10 Email Marketing Tools in 2023

Influencing Creative Industries

Many established sectors will soon be significantly disrupted by blockchain as a result of the key NFT characteristic of tokenization of tangible assets.

NFTs are expected to have a significant impact on the music and film industries. Fans of a show will be able to post their songs on outlets both inside and outside of the Metaverse. Early releases and additional tracks are just a few of the benefits that blockchain-based NFTs will bring to consumers.


NFTs are only now beginning to transform digital asset ownership and exchange, setting the groundwork for digital communities, tradeable in-game assets, and the Metaverse economy. The future of NFTs is bright, and we will see more of them in every industry.

The Future Of Marketing Is Conversational

Conversational marketing can introduce personalization across the buyer journey, leading to better results

Only 22% of customers are happy with the level of personalization in digital retail. However, conversational marketing could offer true 1:1 personalization at every stage of the customer journey and scale.

Picture this.

You walk into your favorite brick-and-mortar store to find zero sales assistants.

Instead, there’s a small box on the wall. Next to it, a pen and paper.

Sounds ridiculous, right?

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But it’s the approach most brands have taken through digital channels for years.

Email has been the go-to support channel. Questions require a full day’s turnaround for, what is often, a vaguely useful response.

It’s simply not good enough.

Your customers are realizing they deserve more. They’re abandoning brands who don’t offer the kind of quick service they need in favor of those who provide an easier, more streamlined purchase journey.

Your customers want a faster, more personalized service

Consumer expectation changes at a rate most brands struggle to match.

Today, brands are just now starting to implement strategies that would have provided the greatest results one or two years ago.

However, it doesn’t have to be this way. If you check the developing consumer trends, you can predict what your customers will need from you six months down the line.

In general, the developments they want you to focus on all come down to a few areas:

A more personalized, relevant service

Faster answers to questions

Streamlined, self-service journeys

Personalized customer experiences

Personalization’s effect on ROI is no secret. This OneSpot study reports 65% of marketers understanding the importance of dynamic, personalized content.

However, 78% of marketers still only use the most basic of personalization tactics.

The thing is, a lot of brands – despite knowing better – think what they’re offering in terms of personalization is enough.

And there are huge gains to be made in offering a more personalized experience.

Swifter responses

We live in an age of immediacy.

No one wants to wait 24 hours for an answer to a simple question. Most modern consumers don’t even want to wait 10 minutes.

Today’s customer is impatient and they don’t want to wait. Over a third of modern customers expect responses from a brand within 30 minutes of contacting them on social media.

A lack of speed is the most reported problem with customer service.

These stats might be slightly skewed as 91% of customers will leave a brand due to bad customer service without ever telling them why.

However, there is an increasing number of methods that will allow you to offer immediate answers to the majority of questions.

Before we get onto them, let’s look at the last issue.

Self-serve customers

When a user experiences a problem, be it with your product or your online purchase journey, they no longer want to pick up the phone or send an email.

Instead, they prefer to figure out how to solve the issue on their own.

They want to use your FAQ section, watch YouTube videos, or search around to see if this is the right solution for their problem.

The thing is, if you’re not prepared to handle the self-serve customer, you’re going to see a huge number of shoppers bounce from your site.

They’re going to head to third-party sites, forums, and social media to discover if your product is right for them, or which model best suits their needs.

Each time a user leaves your site, there’s a much lower chance of them purchasing from you.

How conversations are changing marketing for the better

Despite the growth in digital marketing channels, the majority of retail transactions are still handled in-store.

This is heavily down to the conversations and support they can get from a sales associate.

Some 90% of customers are more likely to buy when there’s someone there to help them, 1:1, through their purchase decision.

People no longer want to feel like they’re being marketed to. They want to feel like they’re part of the conversation and the store they’re buying from understands that they are a person.

Until now, that’s been impossible to offer this through digital channels. We’ve had to rely on delayed communication tactics like email. But with recent technological developments, it’s no longer an issue.

In particular, the growth of both live chat and automated chatbots have enabled brands of all sizes to offer round the clock, personalized, 1:1 assistance to every customer.

These conversational marketing approaches take the traditionally one-directional marketing channels like websites, sales pages, and even social media, and turn them into two-way dialogues.

They allow the user to interact in real-time with a brand. Consumers can explain what they need and get a relevant, valuable answer in seconds.

And all under their guidance.

Take the below B2B conversational marketing example from Drift.

It’s a perfect representation of how leading questions can be used to qualify and segment prospects, thus ensuring they get the right information an forwarded to the right person in the business.

What would once have taken numerous back-and-forth emails and sales call follow-ups can be completed in mere minutes from a single location – and often through an automated bot.

The same process applies to B2C.

In this example, Marvel used chúng tôi to create a conversational checkout. The chat asked questions allowing the user to choose their preferred theatre, times, and seats – all from a social media chat app.

This effectively cuts the purchase journey from a multi-step process that spans multiple channels and properties, to a single three-minute chat.

Conversational marketing is streamlining the entire marketing funnels of brands across the globe. It’s creating experiences that aren’t just more natural but hit all three of the main issues your customers are experiencing.

With a conversational approach, your customers receive;

Personalized experiences that unfold and adapt to their needs based on their responses.

Instant communication with your brand, solving their problems in minutes rather than hours.

It’s as self-serve as this level of personalization can be.

Regardless of industry, niche, field, or segment conversational marketing can add the next level of service your customers are waiting for.

And it’s only going to do one thing…

Conversational marketing is set to grow

Conversational marketing methods like live chat and chatbots are relatively young.

However, they’re already dominating the customer support space as the favored communication channel.

And it’s no real surprise.

When Facebook Messenger alone has a user base of 1.3 billion people, in addition to WhatsApp’s 1.6 billion (this isn’t including message service out of China), it’s clear that instant messaging is the modern consumer’s preferred method of communication.

The user base is already there and it’s highly engaged. It’s now just a case of brands making use of these high engagement mediums to cater to this growing desire.

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A huge number of brands have noticed this trend. Between 2023 and 2023 the use of live chat grew by 400%.

This use shows no sign of slowing down thanks to the incredible engagement and conversion rates it generates.

For example:

Nyha Shree, Co-Founder of conversational commerce solution chúng tôi who helped Marvel with the above, explains;

Conversational marketing is the future.

It allows digital channels – which have largely been one-directional in their approach – to offer the dialogue so valued in brick-and-mortar stores.

Your customers are crying out for a more natural, 1:1 relationship with your brand.

The companies out there offering what customers want are reaping the benefits.

The sooner you can implement some form of conversational marketing into your processes, the sooner you’ll see your conversions rising as well.

Today is the day to start

There are plenty of solutions, approaches, strategies, and tactics for conversational marketing.

Some might not be right for your brand. However, whether you’re a B2B brand selling software or services or a B2C brand selling information or products, there’s a way you can better communicate with your audience.

The key to figuring out which approach (and thus solution) will work for you is to speak to your audience.

Ask them what you can do to make their experience of working with your brand easier and more beneficial to their lives.

Figure that out, and you’re one step closer to implementing the solution everyone wants, and brands are benefitting from.

The Future Of Email Marketing: Data And Personalization

By 2025, there will be an estimated 4.6 billion global email users, according to Statista.

Email marketing campaigns should focus on personalization so messages are not viewed as spam and ignored. 

Email marketing trends include interactivity, captivating storytelling and user-generated content. 

This article is for small business owners and marketers preparing for the future of email marketing.

Email has become a ubiquitous communication platform that marketers have jumped on to reach their target audiences. Most brands understand that an email marketing strategy is crucial. However, many don’t grasp the mindset of today’s savvy buyers, who aren’t impressed by a one-size-fits-all approach. 

Editor’s note: Looking for the right email marketing service for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs.

As internet technology and email access shift with new devices and standards, businesses must update and optimize their email marketing strategies to keep up. 

1. Machine learning, AI and cloud technology will change how we think about email marketing.

As in most industries, machine learning, artificial intelligence (AI) and cloud computing are shifting the email marketing landscape, enabling marketing automation that tailors messages to an intended audience based on customer data.

Machine learning and email marketing. Email marketing is evolving into tailor-made recommendations for precise products consumers need. Machine learning algorithms generate personalized marketing based on a consumer’s previous searches. Personalization increases engagement and boosts the likelihood of conversion.

AI and email marketing. Kent Lewis, president and founder of Anvil Media, said AI will “bring new and improved capabilities to email marketing” to ensure campaigns comply with privacy regulations like GDPR (General Data Protection Regulation) and give small business owners the tools to create email campaigns without huge budgets. “AI will automate and improve many aspects of email planning and management,” Lewis noted. “For example, AI can make quick work of what used to be elaborate and time-consuming A/B and multivariate tests.” Lewis explained that AI can help understand predictive behavior, optimize send times, and further personalize messages. 

Cloud computing and email marketing. Stacy Caprio, owner of chúng tôi says technologies like cloud-based computing are playing a role in email marketing. Service providers like Brevo (formerly Sendinblue), Zoho Campaigns and Amazon Simple Email Service (SES) are game changers in the industry that Caprio believes will end up “lowering costs for everyone” since high-volume email marketing lists can be expensive for a small business’s needs.

Did You Know?

Email marketing benefits include a high ROI, wide audience appeal and stronger customer relationships.


Responding to online reviews — good and bad — is a crucial way to solidify your business’s reputation and demonstrate that you care about your customers.

6. Data privacy will be paramount.

Data privacy regulations like the GDPR and the California Consumer Privacy Act reflect increasing customer concerns over data privacy. This trend is sure to gain additional traction moving forward. 

Addressing your customers’ privacy concerns can be as straightforward as stating that your emails adhere to Payment Card Industry (PCI) compliance and GDPR standards. You should also send emails whenever you change your privacy terms. These updates — and every email — should come with opt-out opportunities. This way, if customers feel uncomfortable with your data practices, they can unsubscribe and safeguard their information. 

The best email software for data and personalization

The best email marketing software can help your business face the future of email marketing. When you’re evaluating email marketing software and services, ensure they provide crucial features like email triggering, segmentation and database maintenance tools. You want to be ready to reach your audience in creative, effective ways that leverage the latest technology. 

Consider the following email marketing solutions that leverage personalization and the latest trends: 

Constant Contact. Constant Contact is an excellent small business email marketing solution. Its affordable plans and easy-to-use tools can help you reach your target audience effectively. Read our in-depth Constant Contact review to learn more. 

Salesforce Marketing Cloud. Salesforce Marketing Cloud is a feature-rich platform with CRM functionality that includes data-driven email customization features. Check out our complete review of Salesforce Marketing Cloud to see if it’s the right solution for your business.

Freshmarketer. Freshmarketer by Freshworks helps businesses send promotional emails, newsletters, event invitations, product updates and much more. Read our Freshmarketer review to learn more. 

With the right tools, your business will be prepared for the future of email marketing and reaching your audience in new, creative and effective ways.

Tejas Vemparala and Max Freedman contributed to this article. Source interviews were conducted for a previous version of this article.

Digital Marketing In 2023: A Glimpse Into The Future

Marketers are expected to take full control of the customer experience in the coming years

The Economist Intelligence Unit asked 499 (one can’t help but think they were aiming for 500) Chief Marketing Officers and Senior Marketing Execs about how they saw marketing evolving, and also conducted some in-depth, one on one interviews with CMOs from leading brands such as Unilever and JPMorgan Chase. They were looking to find out what key technologies and trends will drive change in the marketing industry over the next four years, and the results make for interesting reading.

Here we’ve summarised some of the key findings for marketers, but if you want the full report you can sign up to download it.

Hottest tech trends for marketers

The chart below is in many ways not all that surprising. Mobile has been a massive trend in marketing for years now, and makes up over half of web traffic. The internet of things is a bit newer and more exciting, but it isn’t yet quite clear exactly how it will affect marketers. There are plenty of opportunities and predictions, but anyone who tells you they know exactly how the IoT will be affecting your marketing in 2023 is either lying or profoundly misguided.

Personalisation technologies have been around for a while, but with the amount of data now available at their companies fingertips, CMOs are starting to realise the opportunity and personalisation is really coming into its own. Geo-targeting is just the start, and shouldn’t be your objective. Advanced marketers should be building statistical models to ascertain what signals mean customers are interested in certain products and serving them accordingly.

A generally new and groundbreaking technology for marketing that appears here is block-chain technologies, but again it isn’t clear how this will evolve by 2023. The implications for banking, law and intellectual property are starting to be realised, but how it will prove useful for marketers isn’t yet clear.

Artificial Intelligence has been a hot topic of late, particularly since Google’s Alpha Go AI beat the world Go champion. Combining AI with content personalisation offers some incredible opportunities for marketers, and this is something those with the capabilities to experiment with it should definitely be looking at.

The key channels in 2023

I don’t know about you, but when someone says 2023, I can’t help but think that it’s a way off. Weren’t we all going to have robo-butlers, flying cars and mind reading computers by 2023? Or at least a moon base?

But, of course, it’s not really that far away. Remember 2012? Doesn’t seem that long ago does it? What’s that? It feels like the London Olympics were only yesterday you say? Damn right it does. Point is that more time has passed since then, than the time needed to reach 2023. I realise I’m labouring this point like a Stakhanovite, but I think it’s too easy to think the future is always a few years off, and not realise that before you know it we’ll be living in it. Without noticing your marketing efforts fell behind. Just like that.

Measuring the effectiveness of your marketing efforts

Marketers are often seen as struggling to review the effectiveness of their campaigns. In fairness, this isn’t all there fault. It’s very hard to prove an uptick in sales is the result of a new ad campaign, a change of the messaging on the website or a whether it was just because of a big push by the sales team.

But digital technologies provide massive opportunities for more accurately measuring key metrics and seeing how marketing is affecting sales. Calculating the all important ROI is only possible when you have accurate data on what is driving traffic and conversions.

Marketers are looking to rely less on customer acquisition stats and more on ROI, which after all is the ultimate objective of any marketing campaign. This makes sense, and is an admirable objective. However, if you think you’ll be able to measure for ROI in four years time, you should be asking yourself, why can’t we measure for ROI now? No technological breakthrough will come along in the next four years which will let you wave a magic wand and have your ROI calculated for you.

The technology to be able to model ROI by measuring all kinds of data already exist, and if you think you’ll be doing so by 2023 you should start planning the implementation now.

For more insights into marketing 2023 you can sign up to download the full report from the Economist Intelligence Unit, in partnership with Marketo.

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