The Future of Marketing - Part 4 of 4

Posted by Jaime Reynolds on Mon, May 7, 2012

Chris ColbertWhat will the future of Marketing look like? How will it be different than today? In the final part of a guest blog series exploring these very questions, Chris Colbert, CEO of Holland-Mark, shares his thoughts on demand creation and loyalty. Do you have an opinion on the future of Marketing? Submit a session proposal to speak on the subject at FutureM 2012, or share your opinion here.

In the future…

…more marketers will realize that they must still invest in demand creation. They will realize that social is too slow a build, and often too limited a connection, to really drive significant business. They will see that the digital milieu is best suited to demand conversion and delivery and that the analog world still holds cost-effective opportunities to create awareness and interest.

In the future…

…loyalty will become the only real competitive barrier. Price and product parity will force more brands to find ways to build intimate relationships with their customers. More companies will re-double their efforts to use data tools that help them deliver more personalized and loyalty-generating experiences.  


All of this is really just a way of saying that the future of marketing is not that different from what is needed in the present day of marketing. A great focus on what matters, on how people think and feel, and how to connect with them in ways that don’t just cause them to buy what you are selling but to buy it for life.  

Sixty-plus years later Maslow is still right and probably always will be.  Humans just want to feel safe, to feel full, to be in control, to be comforted. The brands of the future that best grasp that truth and deliver products, services and experiences that help all of us do just that will win the most.

How important will demand generation be in the future? What strategies do you see leading the way for marketers to create loyalty-for-life? Leave your thoughts in the comments below or join the discussion on LinkedIn.

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If you have a perspective that you’d like to share, submit a session proposal or inquire about sponsorship for FutureM, an event for marketers and innovators to contemplate and celebrate what’s next in Marketing.