Today we all are aware of the different channels or mediums through which marketing is done. And one of the biggest challenges that any manager today faces is integration of channels and more importantly simultaneous launch timings of each channel.
But I think in the near future also of these things will ease out and rolling out and a massive marketing campaign will be as simple as pushing a launch button like you see in some of the movies (like launching rockets). Take for e.g. Google they know exactly where a person is going to click next through their tracking mechanism that is embedded in most browsers. So if they were to come out with a product like this where from their knowledge they can predict the next move of every consumer, this will make way for a new way of launching impact campaigns. This will enable corporations to launch campaigns globally with just a click across multiple mediums and countries assuming in a few years time everything will be digital right from hoarding, print, on air TVC, etc. Impact marketing will achieve new heights with this phenomena.
All the creative’s will be online and all the media vehicles & channels will also be digital which will bring in pin point accuracy for decimating information via creatives. We are now experiencing global launches but in a few yrs, one will be able to see global launches in a true sense as all countries will see a launch of a product or service at the same time across the globe.
I know everyone would be thinking that implementation is the easy part but today a lot of time and efforts goes behind implementation. I find the most difficult part is to have a creative thought which is executed well via a Creative. Taking this into consideration I think the role of traditional marketer is bound to reduce due to the influx of digital mediums and penetration of digital medium across the globe. Clearly one would see 2 very important teams in an organization, team 1 which is the brand team (who would work along with the agency to come up with fantastic creatives) and second would be the digital marketing team who would look after execution.
I hope the automation stops at the execution bit else there will be no creativity/dynamism left in marketing and everything becomes boring and predictable. Making creatives is a challenging proposition since its subjective and involves different skill set which currently is dominated by us and should stay that way.