Marketing and advertising have evolved over the years, but many structures remain.
I’m seeing the collision of trends in three areas that indicate we might be on the edge of reimagining how the industry operates. Both marketing teams inside organizations and their associated agencies.
During my career, I’ve seen and been a part of the waves of marketing insourcing and outsourcing as well as the emergence and integration of digital marketing into the mix. Now, I’m seeing the intersection of trends in Employers, Employees, and Technology. Marketing evolution is still there, but there are other forces at play.
Trends Impacting the Future of Marketing Teams / Agencies
Employer Trends
The balance of structure, cost, and transformation
- The phasing out of pension plans removes incentives for long-term loyalty
- In-office policies have complexities for retaining talent and implementing enforcement
- Budget constraints paired with high cost of technology
- Need for innovation and ideas that stand out in a crowded marketplace
- Change/Transformation (Digital, DEI, ESG, AI, content, etc.) is constant, not a moment
- Employee Engagement is low
Employee Trends
Seeking flexibility, autonomy and purpose
- Covid sparked a focus on the question “what do I want out of my life?”
- Overwork, busyness culture, and stress levels are wearing thin
- Employer relationship becoming more contractual – A value exchange
- Desire to do more than “One Thing”. The emergence of Portfolio Careers
- Rise of fractional, freelance, and side hustle income models
- Shift from productivity to creativity
- More meetings = less doing. The appearance of busy vs. delivery of work.
Marketing Trends
- Complex platform and system infrastructure
- The emergence of AI and the overwhelm of where and where not to use it
- Digital is everywhere and everything is data driven
- Skill sets needed are shifting
- Templates, content management, and process flows are becoming more prevalent
- Historical “department” lines are blurring.
Summary
Technology continues to create opportunities and challenges for marketing.
As employers are squeezed and looking for new approaches, employees are struggling with stressful lives and looking for something “more”.
What might the future look like?