1

Current Trends in the Industry and their Implications for the Future of Marketing

Student name

Institution

Course Name & Number

Instructor

Date
CURRENT TRENDS AND THEIR IMPLICATION FOR THE FUTURE OF MARKETING 2

Current Trends in the Industry and their Implications for the Future of Marketing

Technology is advancing at a rapid pace, thus most of the current marketing trends are

centered around it. The coming years will see a rise in marketing trends as technologies continue

to evolve and get adopted in the business environment. As technologies such as artificial

intelligence and data-driven marketing grow, the overarching focus on marketing will be on

people (Appel et al., 2020). Currently, marketing is moving past branding and advertising

forcing marketers to concentrate on developing greater customer experiences and content

visualization. This paper discusses some of the current trends in marketing and what implications

they will have on the future of marketing.

Artificial intelligence (AI) and machine learning continue to top the list of marketing

trends in the current business world. These technologies greatly enhance real-time analytics,

improve customer experience, and help in optimizing product line pricing strategies (Rust,

2020). Marketers interact with AI in various tools and applications they use for email marketing,

analytics, and content analysis. Accordingly, consumers are provided with AI-driven solutions

that enable them to obtain personalized solutions or products. As AI and machine learning

technologies continue to be integrated into marketing, there is an emerging trend in the use of

AI-powered chatbots to improve customer relationship management (Appel et al., 2020). With

the ability of chatbots to process complex requests and generate personalized responses, the

technology is expected to contribute to personalized data-driven marketing in the future.

A similar trend to AI in the marketing industry concerns the emergence of voice

marketing. Voice marketing involves the use of live or recorded audio content to market

products and services to audiences using voice-enabled devices (Rust, 2020). This technology

has seen increased usage in the marketing industry since it enables contextual interactions with
CURRENT TRENDS AND THEIR IMPLICATION FOR THE FUTURE OF MARKETING 3

users. Voice marketing is considered the future of marketing as it is projected to improve

personalized experiences in product design and marketing.

The use of big data to drive fundamental marketing decisions is another trend that has

seen significant incorporation in marketing (Rust, 2020). Considering the ubiquitous nature of

data, big data analytics are at the heart of marketing strategies. Using big data analytics helps to

develop key insights into consumer expectations and purchasing behavior. As more devices get

connected in the future, big data has a significant implication on the creation of smarter,

customer-centric communications. The future of marketing will experience the use of personal

and location data to target consumers with the appropriate branding messages.

Blockchain technology is the latest invention that is rapidly gaining use in the marketing

industry among other sectors (Appel et al., 2020). With blockchain, marketers can address their

great concerns and challenges, including privacy issues and building consumer trust. Currently,

marketers are evaluating the blockchain’s potential in the areas of security and transparency

(Appel et al., 2020). As the technology grows, it is projected to improve the efficiency of

payment systems, digital identities, and logistics management among other uses in marketing.

Thus, blockchain is a technology that is expected to revolutionize the world of marketing by

allowing marketers to target audiences in a more effective way.

Other trends in the industry, such as influencer marketing and programmatic advertising

are also growing in terms of recognition and usability in marketing (Appel et al., 2020).

Influencer marketing yields better results compared to traditional celebrity endorsements by

increasing the engagement levels with customers. Similarly, programmatic advertising automates

the purchasing of digital advertising spaces within a short time. These trends imply that the
CURRENT TRENDS AND THEIR IMPLICATION FOR THE FUTURE OF MARKETING 4

future of marketing will experience improved audience targeting advertisements to increase

brand awareness and conversion rates.

CURRENT TRENDS AND THEIR IMPLICATION FOR THE FUTURE OF MARKETING 5

References

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in

marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.

Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing,

37(1), 15-26.