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Future Focus

Posted By The Marketing Institute, 11 January 2017

There’s never a better time to look towards the future than in the month of January. Over the past number of years we’ve seen the marketing industry both progress and fragment; and technology has been the driving force behind many of these changes. As marketers, it would be fair to say we’ve all wondered not only what’s next; but also what does it mean – for media; for marketing and also for wider society. 


It would be easy for us to look at these changes solely through the media lens and predict the possible after effects. However this would be short-sighted; it would not show the full story. It is more beneficial, not only for ourselves but for the wider marketing industry, to take a more holistic approach. What kind of impact are the latest advances in technology going to have not only on our industry, but also on our daily lives; as consumer behaviour inevitably evolves?


It is human nature to be intrigued by the future – and this is especially true when it comes to new innovations and technologies. In this industry especially, we’re all dying to know what’s next. The rate of change is so fast that we get bored easily. We also have a stronger propensity than the rest of the population to want to be ahead of the curve! Getting a sneak peek into what’s coming down the line in tech both inspires us and gives us food for thought as we look for new ways of communicating with consumers.


While technological advances are always interesting and undoubtedly have an effect on the marketing landscape and our economy, it is important not to overlook the more long-term impact on society as a whole. One particularly interesting field that is beginning to develop is Cyber Psychology; which can be defined as the psychological phenomena associated with emerging technologies. It delves into the impact that the online world and newly emerging technologies have on human behaviour. It might sound far-fetched right now; but this is really important for us to understand: consumer habits have always been changing and evolving over time, but now the world around us keeps moving forward at a much faster pace than ever before. If we can understand more about the effect technology is having on consumers and their daily lives, we can create better communications and find more relevant and meaningful ways to reach them.


The first Marketing Breakfast of the year next Wednesday morning (18th January), will see a panel of four experts from a variety of backgrounds debate the innovations, challenges and subsequent behavioural changes we’re likely to see over the next 12-18 months. Conor Murphy, MD of Vizeum, will be giving us an insight into what kind of advertising and media landscape we will soon be facing and what kind of challenges it will bring. Hannah Barton, Cyber Psychologist at IADT, brings her unique knowledge of online behaviour to the table and will discuss not only what we in the marketing business need to understand about digital consumer habits; but also how these habits are set to evolve in the near future. From Google, Eimear Hennessey will be joining us to share her thoughts on what kind of new technologies we can expect to see (and even the ones we can’t yet imagine) – plus how consumer behaviour shapes the technologies that are developed. Last but not least we have the RTÉ journalist Conor Brophy, who will weigh in on what he thinks will be some of the key drivers of change this year – for Ireland, for our economy, and for business – and how they can be managed from a marketing perspective.


There is no denying that 2016 brought about unprecedented change. We hope you can join us next Wednesday morning to dust off the cobwebs and take a look forward into 2017 to see what’s in store!

Book your seat now at mii.ie/event/FutureFocus



 

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