24 Jan MARKETING EVOLVES: TOP FUTURE OF ADVERTISING SPEAKER TALKS MOBILE, SOCIAL, DIGITAL AND MORE
You don’t have to be a future of advertising speaker (or futurist consultant) to understand how such a massive industry will evolve in the coming years. It’s a pivotal moment – with digital transformation, innovative technologies, shifting consumer behaviors and growing backlash, advertising (like marketing) is poised for disruption.
A major opportunity on the horizon is the proliferation of streaming and connected devices that have turned our homes into theatres, stores and classrooms. Connect with any future of advertising speaker and you’d hear that brands have an open invitation into these intimate spaces if they can provide value seamlessly into our activities. For example, tutorial ads while learning guitar or recipe suggestions during a cooking show. The future of relevance is context.
At the same time, today’s blind spot is understanding individuals. Top futurist consulting experts envision a not-so-distant future where ads feel bespoke because brands can synthesize data points into detailed consumer avatars guiding hyper-personalized recommendations. AI will basically match products perfectly with lifestyle needs and values – when done ethically.
Of course, consumers crave transparency and control. From a future of advertising speaker’s standpoint, one might anticipate the rise of user-guided opt-in networks where we own our data profiles and choose what types of ads we welcome into our experiences based on preferences. Blockchain technology enabling secure data sharing across consumer-approved marketplaces could drive this transformation.
While tech will expand targeting capabilities, human creativity is still the spark. Leading futurologist consultants argue that breakthrough storytelling and ideas – those that inform, inspire, entertain or improve lives – will always be what makes ads effective and enduring. Consumer experiences, not interruptions, will be the purpose.
And of course the pros also foresee a responsibility reckoning where ads cleanly integrate into platforms without deception or distraction. Quiz your favorite future of advertising speaker and you’ll likely hear pros advocate that only when ethical alignment with consumer needs and social good guides the industry, can it unlock technology for good and retain public trust. The opportunity is using these tools to consciously shape culture.