Over the last decade, marketers have been tasked with sorting through a bevy of new tools and technologies, determining which investments are worthwhile and which are simply a flash in the pan. The whole process is enough to make any marketer’s head swim. In this presentation, we cover five emerging marketing trends that are worth marketers’ attention now, because their importance will only become magnified in the future. Want to know what these five trends are? Read on to find out!

1. FIVE EMERGING MARKETING
TRENDS THAT WILL MATTER
EVEN MORE IN THE FUTURE

2. It wouldn’t be outlandish to suggest the market has changed
more in the past 10 years than it did in the previous 50.
Marketers have been forced to embrace disruption and sort
through a bevy of new tools and technologies, determining which
investments are worthwhile and which are simply a flash in the pan.
The whole process is enough to make any marketer’s head swim.
In this presentation, we cover five emerging marketing trends
that are worth marketers’ attention now, because their
importance will only become magnified in the future.

3. TREND1:
ADDRESSABLETVANDOTT

4. We are currently witnessing the demise of traditional TV. As a medium,
TV remains a powerful consumer engager. In fact, in 2018, American
households spent an average of seven hours and 50 minutes per day
watching TV. But what has changed is how people watch TV. OTT has
made streaming the choice of many viewers, causing consumer attention
to be much more fractured. Eventually there will be no consumers who
have experienced linear television. In response, marketers will need to
make the ads they do serve on these platforms really count. To do so,
you’ll need to learn addressable now and master it in the coming years.
4© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

5. TREND2:
CONSUMERNEUROSCIENCE

6. Data is already a powerful tool for marketing, but imagine how much
stronger it would be with robust neurological profiles of your primary
consumer targets. That is already possible, and marketers can expect
the technology to become even more impressive and reliable as time goes
on, leading to deeper insights and, ultimately, more effective campaigns.
Your competitors will be investing in and leveraging this technology.
If you don’t start now, you’ll fall behind.
6© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

7. TREND3:
IOT+AI+5G=
SUPERCHARGEDVOICE
SEARCH/COMMAND

8. The triumvirate of the Internet of Things, artificial intelligence, and 5G
internet is going to super-charge voice search/command to the point
where consumer interaction with the internet changes completely.
Imagine a future where screens don’t play the central role in marketing
that they do now. That’s what experts expect to happen as these three
technologies grow. Does your brand currently have a digital marketing
strategy that can be implemented without relying on screens? If not,
it’s time to start developing one. You’ll need it sooner than you think.
8© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

9. TREND4:
UNDERSTANDINGAND
ENGAGINGGENZ

10. Marketers have spent an extraordinary amount of time and resources trying
to understand millennials. But what about the generation after millennials?
Members of gen Z, already in their early 20s, are active consumers. Marketers
cannot ignore them, but they also can’t treat them like millennials. Growing
up in a post-9/11 world and witnessing the Great Recession, gen Z has
dealt with its fair share of uncertainty. This colors their outlook and
expectations from businesses. Working to understand them now will be key,
because what seems like unique and new expectations for gen Z will be
table stakes for the generations coming after them.
10© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

11. TREND5:
UNDERSTANDINGAND
IMPLEMENTINGBLOCKCHAIN

12. Though blockchain is still in its relative infancy and reserved mostly for the
financial sector, experts are bullish on its broad potential. There is a very
real possibility that in the future blockchain will be used in marketing for
everything, from managing and protecting consumer data to confirming real
impressions and verifying ad delivery to making possible smart contracts
between clients and agencies. From consumer safety to consumer experience,
it will be critical for marketers to know how to best implement this
emerging technology.
12© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

13. Want to learn more about what’s in store for the
future of marketing? ANA Marketing Futures has
a robust catalogue of content on that very topic.