The average age of a Director of Marketing is just less than 50 years. It means that he or she just studied two decades ago. When the web was just a novelty and advertising was based on the mass media. The aim was to “increase awareness”, “increasing consideration,” “create purchase intentions”. Even these industry terms suggested a one-way relationship: we were doing something, rather than something that makes the consumer.

This has changed. Today, we live in the world of “engagement”. People do not want to be hit with massive messages. They want and expect something sophisticated and more considerate. I do not disruptive. And they are consuming media where – TV, online, mobile- sometimes simultaneously.

This change has transformed the description of a Director of Marketing, forcing him to shake off the concepts in their MBA study and learned to their work. The acceleration will not stop, so we have to keep our focus on the future, thinking in advance in years, not quarters. Therefore, we will show what the world of marketing the immediate future.

The Web wherever and as

There will be over 10 billion smartphones in the world and more than 300 million television with Internet access. This will cause the appetite for non-traditional content increases, when the user is watching a screen half the time is spent on the social network, users mainly in content, citizen journalism and blogs generated.

Budgets go where the user’s eyes are: 40 – 60% of ad spending will go to the “digital” (50 billion dollars is the global market, now growing at a rate of 20% annually). The model for professional content change: professional niche content will dominate the market, while much less dominate the content type blockbuster. Customers migrate to agencies that invest in differentiating their digital capabilities. The future is in Content Marketing Agencies go looking for one.

The era of Mobile Money

Mobile devices will be the norm for shopping. Two thirds of the purchases will be made with this method.

All retailers will be mobile. Coupons, circular spending all migrated format, to be more personalized offers, and focused measures so that can be customized to a user based on their mobile. New mobile services will appear, so that we know which person is in the shop, and the consumer will know what price is offered to him in particular and if no product is in inventory, all this even even before arriving at the store itself. Transparency in price to traditional retailers will break so that the “good service” will once again be what makes them stand out from their competition.

Payment for mobile shopping will change forever – for both the buyer and seller. People can search for products and review local deals in your smartphone, then visit the shop and use your mobile device enabled with NFC (near field communication) to pay (which is potentially safer than a card), these devices also become the carrier rewards programs. A new class of services emerge to facilitate offers, payments and credits. Most current credit companies participate, but have assured that will continue to lead this market. A new type of mobile Paypal emerge

Unidirectional participation of the two-way

Advertise unidirectionally decline to less than 20 percent. Consumers increasingly gain more control over their choice of purchase. Technology is empowering consumers to skip TV ads, or pay for specific micro-content online or do it all together. According Socialnomics founder Erik Qualman, 78% of consumers trust brand on the recommendation of another consumer, and less than 20% trust advertising.

The flood of information can stifle consumer thinks. Intermediaries will begin to build business models where content curation is essential as well as facilitate elections. Client services tomorrow help resolve questions about the complexity, value-added product and services like “What lawyer no more than 3 km away from my home has experience on issues of tax refund?”. Local and staff charged important relevance.

The real-time rule 

There will be a transition from single store data to modify the real-time system: continuous improvement. Previously, you launched a TV ad, analyzed and between 6 and 9 months of campaigning reviewed the data to see if he changed his strategy or continued. Now you run 1000 different ads for different demographics 1000, it will measure and change day-to-day. If you do not believe, Google launched less than a year ago the Real Time Analytics.

The demand for real-time information and capabilities continue to increase as well as the desire to improve efficiency in digital advertising. The decision will have to be in many digital campaigns to date, reviewing and adjusting a campaign to achieve “engagement” with the desired demographic niches. Specifically campaigns aimed at particular audiences will have to use the advertising offer real time

The four principles for future marketing

Let Find

The search will remain the basis of everything. It will be more local (you know where it is), personalized (and there are deals for you), visual (Google Goggles) and in real time (price, availability, news).

An experiment was done with a restaurant Hawaiian food in California, Roy’s Restaurants, introduced hyper-local advertising, launching a campaign aimed at one block away from each franchise in a personalized way at the right place and time – and had a ROI more than 800% of your investment. Hyperlocal increase ROI.

Create Engagement

You could afford to be boring above. Not in this digital era. To see what made creative American Express using the potential of the Live Stream.They created a series of concerts called “Unstaged”. They created an absorbing atmosphere in the web creating engagement with users with the music of Arcade Fire and John leged and brand. Another example is the bold ads ara YouTube Vodafone in the UK with the theme of the Royal Wedding. Without digital engagement you do not exist.

Be Relevant

A real-world, real-time matters more than ever. With such specialized tools that when a user searches from your cell phone the term “auto insurance”, the digital marketing agency of an insurance company will be able to then show an ad that is so important that it can connect the client with the call center of your client and generate a sale. Consumers, on the other hand, may have engaged in what comes to your gym insurance. That’s relevant experience.

Be Measurable

Ford has identified five key buying behavior based on measured online. If someone set up a car online, Ford now knows what kind of car is more likely to buy. The automaker now uses this information to direct digital advertising to you, generating a high probability of becoming a lead sales, Ford sends this information to your nearest local distributor. The local dealer will know that you configure a blue sports car and most likely test drive the offering will be in a blue sports car. Ford can accurately measure the return on investment in this investment. Measuring pay.