Marketing in 2020 – Social and Personalized

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What will be the role of the 30-second TV spot in a typical marketing campaign in 2020? Cheryl Burgess of Blue Focus Marketing outlines her vision for TV spots and the ad world in general in a post she recently contributed to The Wharton Future of crystalballAdvertising Program’s Advertising 2020 Project. For Burgess, one key element of the future ad world will be its social nature.

Burgess contends that TV spots will not disappear in the next 7 years. But instead of playing the ‘central component of an ad campaign’, the TV spot will be an ‘entry point’. By 2020, marketers will have learned to more effectively integrate their TV ads with the other components of marketing campaigns that all communicate a consistent branding message. Even as marketers reach out with the initial messages, they’ll be engaging with consumers who respond to the messages. These types of consumers, brand ambassadors, will play a more important role in crowdsourcing and may even evolve into what Burgess calls ‘expertsourced’ contractors who reflect a brand in a way that no employee can.

While marketers seek to crystalize their uniqueness and personalize their pitches to consumers, they’ll also have to contend with consumers who will find ways to block out advertising more effectively than ever before.

This will leave the role of the marketer as one that must “unify brand message across multiple potential touch points, and create a culture of collaboration and authenticity with consumers.”

Burgess’s article is just one of over 150 posted on the Wharton site which is worth a look for marketers who are looking ahead to the next decade and wondering how to stay relevant.

[Source: Burgess, Cheryl. Destination The Future. Bluefocusmarketing​.com. 21 Feb. 2013. Web. 25 Feb. 2013]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.