The Future of Marketing - Georgina Eastabrook

Overview

• Introduction to me
• Major Project
• Exploration of Four Future Marketing Trends
• My Career Progression

Introduction To Me

Major Project Report

The second part of my major project was a 7,000 word report.

• What was my report based on?
• Why did i choose this subject?
• What were the key findings of the report?
• How will i use my major project for my own career progression and future in the industry?

Trend One - AI Technology

AI (artificial intelligence) technology - 'the ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings’ (Britanica, n.d.).

• What can AI technology be used for?
• Where does the future look for AI copywriting technology in marketing?

Trend One - AI Technology

Cons of AI Technology

• Quality and plagiarism concerns
• Lack of creativity and personalisation
• Human editing is still required
• It can't come up with new ideas

Pro's of AI Technology

• Efficient and scalable
• Cost Effective
• Improves SEO
• It can overcome writer's block

• How will marketers benefit from AI technology?
• What will the drawbacks of AI copywriting technology be for marketers?
• What recommendations would i make for marketing practitioners?

Trend Two - Social Commerce

'Globally, the social-commerce market is expected to grow to more than $2 trillion by 2025’ (Becdach et al, 2022).

• How will social commerce affect the future of marketing?
• How will social commerce benefit the future of marketing?
• Are there any potential drawbacks of social commerce for marketers?
• What recommendations would i make for marketing practitioners?

‘Younger customers have grown up in a world dominated by ads desperate to influence their purchasing decisions. Despite this, they organically turn to people they trust - family, friends, communities and even authentic influencers they follow - for recommendations and inspiration. They want to feel inspired, informed and confident in their purchases. Social commerce caters to those needs, providing a shopping experience that encourages discovery and personalisation to build authentic connections between consumers and the brands they interact with’ (Lammertink, 2022, under ‘The Rise of Social Commerce’).

Trend Three - Micro-Moments

A micro-moment is a term, first coined by Google in 2015, used to describe ‘the multitude of fragmented interactions consumers have with their mobile devices throughout the day’ (Lewis, 2017, para. 4)

Trend Three - Micro Moments

• How will micro-moments affect the future of marketing and benefit marketers?
• What drawbacks from micro-moments could there be for marketers?
• What recommendations would I make for marketing practitioners?

Trend Four - UGC (user generated content)

User generated content is ‘original, brand-specific content created by customers and published on social media or other channels’ (Bevridge, 2022).

• Why has UGC become so popular?
• How will the rise in UGC benefit marketing practitioners?
• Are there any drawbacks of UGC for marketers?
• What recommendations would I make for marketing practitioners?

Career Progression