The end of the decade may yet be three years away, but if 2016 is anything to go by, a lot could change between now and then.
We thought that it would be interesting to see what marketing might look like as a profession, and what challenges marketers from across Europe might face in 2020.
Together with the marketing membership associations that make up the European Marketing Confederation (EMC), we conducted an in-depth piece of research amongst some of Europe’s leading marketing decision makers and CMOs.
The aim of the study was to review what potential challenges marketers might face in 2020, in order to think about some of the best strategies to help deal with them.
The research was conducted with over 285 individuals from companies across Switzerland, Germany and the UK.
The majority of those interviewed were senior management and Board level employees from across a broad range of large international organisations, employing between 250-5,000 people.
The study focused primarily on the development of the marketing plan, looking in particular at how to drive customer insight in order to select specific brands and how to translate those customer insights into product requirements and features.
The results were fascinating and revealed that marketing is being disrupted, leading to a sense of apprehension around how to forward into 2020 and beyond.
Increasing individualisation in the delivery and communication of services, as well as new Internet-based applications (such as consumer generated content within Web 2.0), means that there is an increasing amount of uncertainty around what marketing will look like going forward.
One of the main reasons behind this uncertainty is apprehension about the effectiveness and efficiency of marketing strategies and tactics. But how to we overcome this apprehension to embrace the challenges of marketing in 2020?
To find out more, download the full report on the results of the research by clicking here.
You can also join in the debate about the future of marketing by contacting your own national marketing association.