Organization structure

Marketing transformation is the roadmap to a future-ready organization

Looking back, many businesses were sadly unprepared for the waves of disruption and change that have occurred over the past few years. And many people have realized that “the future” is not an annual exercise. Even the best-laid plans, based on current information, are often not future-proof in times of upheaval. So the big shift in future preparedness is moving from working with what we know today to working to be ready for what we can’t say now. Future preparedness, like so many transformative business elements, is a journey rather than a specific destination – a mindset if you will, in preparing the business for resilience in the face of challenges and preparedness for the opportunities.

When it comes to marketing strategy and operations these days, the most frequently asked questions revolve around how to prepare for the next time the world rocks or throws a curveball. All of the pre-COVID challenges remain, but they’ve been exacerbated by questions about how the marketing organization might have handled the previous two years differently, what will make their brands more robust and resilient, and how marketing needs to change to remain a driver of business growth – now and in the future. They want to know what effective marketing looks like now, in 2025 and 2030. And they want to know what it will take to get there in terms of specific execution roadmaps and investment models. This raises broader questions: how to prepare – how to adapt your brand proposition to reflect a changing operating environment and changing customer expectations? How can I modernize my marketing operations to better understand and address my customers and prospects? How do I do all of this with capabilities, organization, governance structure, etc. that I already have, some of which were designed for very different eras?

Gartner predicted that more than half of organizations’ transformation readiness was uncertain. As everything becomes more modern, the evolution of data analytics becomes essential for organizations to prepare for the future. While digital transformation is an ongoing process, the new normal has required organizations to maximize their efforts. The need for seamless customer engagements through the remote workforce is driving this. Additionally, most organizations have started to prioritize cybersecurity, building infrastructure to support the remote workforce.

Trends accelerate and others fade in the face of change, but one thing is certain: the future of marketing is just around the corner. But all is not gloomy. Indeed, there has never been a better time to be a marketer. New technologies and consumer behaviors are transforming the industry at breakneck speed, opening up a plethora of opportunities for those who can keep up – or better yet, get a head start. To get an idea of ​​what the future of marketing might look like, let’s take a look at five of the biggest changes marketing organizations will face.

The Metaverse

Perhaps the Metaverse offers an endless, multi-sensory interface for new products, services, and experiences. While it’s too early to predict what the Metaverse will be like, we’re confident it will be more than the Last Shining Object because, at its core, it’s a convergence of technologies, habits, and beliefs. existing social, commercial and service expectations. that change the way people live their lives. In the years to come, new technologies will continue to refine the Metaverse, but it is already emerging as a digital layer above everyday life – a digital twin of the physical world that requires thought about purpose – and the business models.

The talent war

The “Great Resignation” has thrown the workforce into disarray, from white-collar workers to labor markets. Employers are scrambling to replace departing employees while hiring for expansion and retaining top performers. While the long-term impact of this trend is unknown, workers are voting with their feet and letting companies of all sizes know that they expect something different. A lot of it comes down to culture. While culture change has long been on the corporate agenda, the companies that will win the war for talent will look outside their organizations for a fuller understanding of what emerging talent wants and needs.

Machine Marketing

Brands will increasingly implement strategies for marketing machines to support bot commerce. As AI systems and robots take over, people will increasingly be freed from many essential routine activities and decisions. People will have AI-powered shopping apps that will shop for groceries or gift selection based on their shopping criteria and behaviors. To maximize sales and ROI, businesses and brands will need to adapt and optimize their advertising and content to interface with personal shopping AI tools.

A new era of channel disruption

Fragmented and diverse canal ecosystems are nothing new. But in the future, the types of channels marketers deploy will evolve. The rise of connected and autonomous vehicles will pave the way for an increasing number of screens to be used for intelligence, entertainment and advertising. Elon Musk’s Neuralink company is even building tools that communicate directly with the brain with the applications of the technology claimed to be limitless – could this help marketers get product reviews or influence consumer decision-making? decision in real time? Maybe. The fact is that the channel ecosystem of the future will be extremely complex. Even start-ups will need to invest in a broad portfolio of channels to compete successfully.

Supply Shortages and Global Inflation

If you’ve been paying attention to the news lately, you’ve probably noticed that supply chains are disrupted, global inflation is rising, and stagnating wages are a problem in many markets. Consumer prices have risen faster than expected over the past year, and interest rate hikes have already begun. While consumer appetite hasn’t changed, the way consumers buy and with which brands has. While shortages of building materials and microchips are crippling enough, consumers are feeling the pinch most of less disposable income at the local supermarket. Marketers not only need to respond to consumer frustrations with delayed delivery times and out-of-stock messaging, but they also need to move from concise, empathetic communications to the “tight middle” and start acting in ways that make moments easier. challenging for customer experiences. To sustain customer relationships, they must use value-based innovation to find new ways to promote growth and engage with customers.

No matter where you are on the journey, there are two common principles that successful businesses apply to transformation that increase the odds of success: First, transformation happens from the outside in. Make sure the motivation for change is to better serve a customer. (or a stakeholder) rather than achieving an internally focused scorecard goal. Second, the transformation is forward-looking. Take into account the unmet and unknown needs of the customer. Transformation will be more resilient and able to drive growth over multiple time horizons if designed with a forward-looking mindset.