Know-How Exchange : Strategy

20 years! Are you kidding? No one can perdict that. Marketers didn't have a clue about the internet, texting and many of the other infleunces taht affect market. It is hard enougth to predict 2 years in advance.

I say the trend is that it will change and the hardest part of is staying on top of those changes.

I believe mass communication will no longer exist in 20 years. There will be thousands of tribes demanding their own 'first' hand accounts/experience of events, product validity, etc.; and insist on interpreting each for their own needs. These tribes will have their own 'hierarchy' of needs/wants which we marketers will have to cater to.

Twenty years is a long, long time, and one cannot feel at all confident of anything much except that Green will be come the norm, not a lunatic fringe niche. Climate change issues are here to stay and few meteorologically-temperate years won't make much difference to that long-term trend.

What else? Marketers will always be expected to demonstrate a return on the marketing investment. Write that one down. It's called analysis and metrics, and results-based marketing. It's not going away.

Fragmentation of markets and media. Twenty years ago you could dominate with a single message in a single medium. Scratch that, fragmentation means you need a coherent, cross-channel, cross-media strategy. TV alone won't cut it for even the mainstream consumer marketing programs.

Change. The more things change, the more they remain the same. One constant factor is change and it will always be so.

In twenty years time, I'm confident marketers will be saying "Wow! Can you believe what we've seen the last twenty years? What will be the trends for 2020-2030?"

And people like us will be saying, "Search me, but how about these ideas?"

Good luck with your assignment.

ChrisB

Marketers are also act like IT professinoals .i.e. strategies based on changes in conditions and systems . Because only thing that is constant is change. So with technology, advancement in communication etc will greatly affect the way we market products and services. But the basic pricipals will remain as in the past. Though 20 years is a long period, changes in the way we do things will have to be looked into on a continues basis.