Marketing Differentiators: How To Stand Out In The New Decade

One outstanding idea concept with light bulbs on a yellow background
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



If you look at the modern marketing landscape, there are a lot of competitors fighting for their slice of the pie.

More than ever, marketing is about standing out and offering a point of difference. But this doesn’t mean simply mean change for the sake of it.

Marketo, an Adobe company, has gathered 10 leading marketers from across the globe to share their tips and predictions for marketing in 2020 and beyond.

You can download the ebook here.

Marketing Insider Group CEO Michael Brenner believes that despite the rise of artificial intelligence and machine learning in recent years, it is the innately human trait empathy that will serve as a  significant marketing differentiator for the upcoming decade.

“The paradox of today’s data-driven, AI-driven marketing is that despite a large number of channels that provide information and customer service, consumers are craving more human experiences,” he says.

With 75 per cent of buyers now staying loyal to the brands that offer human interaction over automated digital experiences, empathy now serves as a way to boost the bottom line.

Adobe Experience Cloud global head of commercial marketing Gurdeep Dhillon also forecasts empathy to take on a significant role in the coming years.

Dhillon, however, believes empathy will take shape in the removal of integrated marketing campaigns.

“People don’t binge watch marketing campaigns like they do Netflix shows. It’s more like YouTube than Netflix. It’s about micro-moments that matter, with content that matters,” Dhillon says.

“The most successful marketers over the next five years will be the ones that build for the micromoments that matter the most to their audience.”

The value of empathy – and emotion in marketing generally – is also highlighted by marketing consultant Katie Martell, who points to the growing distrust of consumers towards brands.

With 70 per cent of consumers now sceptical of advertising and 42 per cent distrusting brands, ‘values-based’ advertising serves as a way for brands to build customer relationships.

However, Martell warns this has the potential to backfire.

“The next five years will see more rainbow-pandering, faux-feminism, femvertising, wokewashing, and other virtue-hustling by marketers. Even if these efforts are well-intentioned, they mask the real work that needs to be done,” she says.

“We cannot solve problems that we cannot see or understand clearly. Insincere values-based marketing campaigns do nothing for the movements they are pandering to, while introducing untenable risk for the business.”

To learn more, click here.

 

Please login with linkedin to comment

Adobe Marketing marketo

Latest News

WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

Work at WPP? Down to the last notch on your belt? Well, expect a little more tightening judging by these numbers.

Recommended

by B&T Magazine

B&T Magazine
Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

Recommended

by B&T Magazine

B&T Magazine