Dear Friends
Marketing is a research area that is both interesting and something I as a businessman learned to love. The research dimension of it however is not really my main focus as a businessman but as someone who has been teaching marketing and won an award in international marketing research..strange..hmm but ok :-) I have an interest even if my main focus is the strategical and hands on aspects of it since I first of all regard my self as a businessman. When it comes to research into marketing how do you see the future? Trends ? new theories on the horizon etc? What is your opinion? The word is free!
Best wishes Henrik
The Internet and mobile applications have profoundly changed the environment in which consumers make their decisions. Price comparison sites, user ratings of products, access to expert recommendations, reviews of our relationships on social networks… Consumers today have almost unlimited access to information on the products offered to them. They can thus easily anticipate the real quality of the product or the experience to be expected and are no longer dependent on the information provided by the company alone.
This easy access to information has a big impact on how consumers make their purchasing decisions. Previously, they relied mainly on their past experiences, the reputation of the brand or the information put forward by the company in its advertisements, on the packaging or at the point of sale. Today, they make their decision mainly on the basis of information not released by the company.
In this vision of a “4.0” world that is no longer anything fanciful, because artificial intelligences (AI) and virtual assistants should, according to all experts, impose themselves in all homes within 5 to 10 years, what (new) place for brands and marketing strategies? And how can marketers and communicators continue to effectively exercise their profession?
This therefore calls on researchers, but also and above all companies to constantly adapt their offers to changes in consumer expectations, on the basis of big data collected by virtual assistants: the surest way to remain among the "top of AI" brands. », These new top-of-mind brands at the end of the work of concatenation and analysis carried out by the artificial intelligences of the platforms… That is to say an effort and an investment at all times!
The Internet and mobile applications have profoundly changed the environment in which consumers make their decisions. Price comparison sites, user ratings of products, access to expert recommendations, reviews of our relationships on social networks… Consumers today have almost unlimited access to information on the products offered to them. They can thus easily anticipate the real quality of the product or the experience to be expected and are no longer dependent on the information provided by the company alone.
This easy access to information has a big impact on how consumers make their purchasing decisions. Previously, they relied mainly on their past experiences, the reputation of the brand or the information put forward by the company in its advertisements, on the packaging or at the point of sale. Today, they make their decision mainly on the basis of information not released by the company.
In this vision of a “4.0” world that is no longer anything fanciful, because artificial intelligences (AI) and virtual assistants should, according to all experts, impose themselves in all homes within 5 to 10 years, what (new) place for brands and marketing strategies? And how can marketers and communicators continue to effectively exercise their profession?
This therefore calls on researchers, but also and above all companies to constantly adapt their offers to changes in consumer expectations, on the basis of big data collected by virtual assistants: the surest way to remain among the "top of AI" brands. », These new top-of-mind brands at the end of the work of concatenation and analysis carried out by the artificial intelligences of the platforms… That is to say an effort and an investment at all times!
Still integrating online and field data collection depending on t the segment.
Market research is not going to be a specialized research field. In coming years, this will be a multi-disciplinary field of study where scholars from different domains (be it from business, management, sociology, psychology, engineering, medical, and of course IT) will come together to find a holistic solution. Further, the scope of studies will be global. More often studies will cover innovation, sustainability, environment, and socio-economic development.
The subject will remain same only that the questions, tools, participants and contexts will change; like if my great grandfather had traveled by animal cart grandfather by steam, dad by IC engine vehicles, myself by electric.....We all traveled and had a destination.
Dear Henrik
I believe the future of marketing in terms of philosophy is moving toward helping customers instead of just selling.
Also, in relation to marketing methods, I believe data mining and AI have the key role in the development of modern marketing services.
Hope you have the great success in your business and good luck!
The future of marketing
Marketing is considered a key stage in the business process and in the light of the Corona covid 19 epidemic most of the economies have shifted towards electronic free marketing of all kinds, which indicates a stage in the systematic progress of the marketing process by introducing a radical process in the marketing mix of organizations, where the existing theories of Kotler remain based on a bygone era and the development of new theories has come due to the swelling of institutions and the change of the segment of consumers and the expansion of their orders and needs
The modern orientation of marketing is the customer or consumer itself........
Honestly, obtrusive advertising spread from any iron, as well as constant spam, very much interfere with life. I think market researchers need to understand that society is not only made up of people who dream of buying something (or looking for a discount) ...
The future of marketing is Digital Marketing and Entrepreneurial Marketing.
Dear Henrik,
You should know International Association on Public and Nonprofit Marketing (IAPNM), which members are engaged in public marketing research. They even have their Scopus based (Springer Publishing) scientific journal "International Review on Public and Nonprofit Marketing", which publishes good articles on the related subject.
Digital marketing will be prominent as everything is dependent on IT these days.
Arvydas Guogis, thanks for the note on IAPNM - i am a national representative for Croatia, and there is a whole bunch of great people there, led by Spanish and Portugese marketing experts.
In my and colleague opinion there are following future: Article Upstream Social Marketing for Implementing Mobile Government
Social marketing in most cases stands against business marketing and serves for society wellbeing. The techniques of this marketing are used for change of attitudes and behaviours of different audiences in public life. In the context of marketing, these audiences are categorized into downstream, mid-stream and upstream audiences .Also: https://content.sciendo.com/view/journals/orga/51/1/article-p66.xml?language=en
Social marketing is included in sustainability marketing as it represents a social dimension. Ecological / environmental / green marketing (see in Belz and Karstens, 2005; Peattie and Belz, 2010; Nkamnebe, 2011; Rakic and Rakic, 2015; Lim, 2016) represents the environmental dimension, and business marketing represents the economic dimension
The future of marketing research in the coming years is, among others, the use of ICT and Industry 4.0 information technologies for both market research and other marketing research as well as in the field of improving marketing techniques and instruments, including in particular internet marketing. For example, analytical technologies such as Big Data Analytics, machine learning and other Industry 4.0 technologies are increasingly used for market research and other marketing research in the field of researching the opinions of Internet users regarding specific brands of companies and their product or service offerings.
Best regards,
Dariusz Prokopowicz
The future of market research may include some growing pains including educating market researchers, hiring more data scientists, and taking strides to decrease the gap between the technologies available and the ability to use them to further market research. https://fuelcycle.com/blog/the-future-of-market-research-in-2019/
Researchers and insights teams now need to realize that there is now a lot of data collected on things that have now gone ‘tone-deaf’ as a result of economic certainty and conservative consumerism. One example of this could be airline companies collecting data on travel rewards. Right now, that focus in travel may not maximize the insights you need during this time. At the same time, there’s been a rise in demand for specific products, from sleep aids and immunity-boosting supplements to pampering products and cleaning products to pet food and at-home entertainment. While longitudinal (or tracking) studies have already played such a significant role in capturing insights on awareness and purchase consideration, many factors in 2020 could affect the overall demand for particular products. https://www.google.com/amp/s/www.questionpro.com/blog/future-of-market-research/
According to Facebook, 69 percent of consumers feel more confident about brands they can reach via messaging. This move to messaging is critical to the future of market research. To get an accurate read on the attitudes and opinions of customers on an ongoing basis, we need to engage them in channels they use. https://www.entrepreneur.com/article/332354
What trends should market researchers be aware of right now? “First is the automation trend,”. Automation is the future of market research. So how to differentiate? “The companies that are one step ahead are moving more into the consulting end of things, and bringing not just insights to clients, or nice reports, but really doing consulting about what research programs mean for their business. https://www.qualtrics.com/blog/market-research-future/
Dear Henrik G.S. Arvidsson ,
The business world in all sectors tends to depend on technology, especially with the Corona crisis, so the greatest interest is directed towards digital marketing and scientific theories that adopt the behavior of individuals with technology
Regards
Dear all
Try these link
https://content.sciendo.com/view/journals/orga/51/1/article-p66.xml?language=en
Regards
Try these link
https://www.qualtrics.com/blog/market-research-future/
Regards
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