Futures

Embracing Active Participation: The Future of Marketing Strategy Beyond Research, (from page 20231126.)

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Summary

Matt Klein, Head of Global Foresight at Reddit, argues that actively participating in creating the future, rather than just researching it, is essential for marketers. Amidst a complex and uncertain environment characterized by acronyms like VUCA and BANI, there is a growing reliance on market research, which reached over $81 billion in 2022. However, Klein emphasizes the importance of engaging directly with communities and cultures instead of merely observing them. He encourages marketers to build relationships, collaborate, and contribute positively to cultural progress. Successful examples include partnerships that address healthcare disparities and inclusive designs in public spaces. Ultimately, the future of marketing strategy lies in co-creation and active involvement with the communities marketers aim to serve.

Signals

name description change 10-year driving-force relevancy
Shift from Research to Active Participation Marketers are transitioning from passive research to active engagement with communities. Changing from purely data-driven research to immersive community involvement. In ten years, marketing strategies will be deeply integrated with community engagement, fostering authentic connections. A growing need for authenticity and relevance in marketing strategies amidst cultural shifts. 5
Digital Twin Models for Audience Engagement Companies are developing digital twin models to simulate audience interactions. Shifting from reliance on traditional market research to innovative digital modeling for audience insights. Digital twin technology will redefine how brands understand and engage with their audiences in real-time. Advancements in technology and data analytics are driving more dynamic audience engagement strategies. 4
Cultural Strategy Investments Increased investments in cultural strategy to understand emerging norms and desires. From reactive marketing to proactive cultural strategy development. Cultural strategy will become a core component of all marketing efforts, shaping brand identities. The need for brands to resonate with increasingly diverse and complex consumer cultures. 5
Community Participation Over Management Brands are encouraged to view social media as a platform for community participation. A move from one-way communication to active community involvement in brand narratives. Social media will evolve into community-driven platforms where brands co-create with consumers. The desire for more authentic interactions and shared ownership in brand stories. 4
Foresight as Activism Marketers are encouraged to collaborate with marginalized communities for sustainable futures. Transitioning from self-centered marketing to community-centered collaboration. Marketing will be rooted in collaboration and co-creation with diverse communities, driving social change. A rising awareness of social responsibility and the impact of marketing on communities. 5
Imagination and Conviction in Strategy Emphasis on imagination and participation in shaping future strategies. From traditional, data-driven strategies to imaginative and participatory approaches. Future strategies will prioritize creativity and community involvement in shaping market trends. The need for innovative solutions in a rapidly changing and uncertain environment. 4

Concerns

name description relevancy
Cultural Disconnection Brands may become disconnected from the cultures they serve, losing authenticity and relevance in their strategies. 4
Over-Reliance on Data An over-dependence on data and market research may inhibit genuine creativity and innovative thinking in marketing strategies. 4
Tokenism in Community Engagement Engaging with communities superficially without genuine involvement could lead to accusations of tokenism and mistrust. 5
Marginalized Voices Ignored Ignoring contributions from marginalized communities may perpetuate cultural inequities and diminish societal progress. 5
Imbalance in Collaborative Power Brands may struggle with equitable partnerships, potentially leading to power imbalances in collaborations with communities. 4
Sustainability Concerns in Marketing Marketing initiatives may unintentionally jeopardize sustainability efforts if not aligned with community needs and values. 4

Behaviors

name description relevancy
Active Participation Encouraging marketers to engage directly with communities and cultures instead of merely observing them. 5
Community Collaboration Brands working alongside existing communities to co-create and influence cultural narratives rather than imposing their agenda. 5
Cultural Immersion Marketers immersing themselves in the cultures they wish to resonate with to gain authentic insights. 5
Two-Way Interaction Viewing channel strategies as opportunities for dialogue rather than one-way communication. 4
Imaginative Participation Inviting diverse voices and ideas into the strategy development process to envision new futures together. 4
Data-Driven Action Using research not just as a precondition but as a tool to inform active participation and experimentation. 4
Equitable Partnerships Brands forming partnerships that prioritize equity and inclusivity in cultural representation and healthcare solutions. 5
Social Contract Design Reimagining the role of brands in cultural contexts to ensure sustainable contribution rather than exploitation. 4

Technologies

description relevancy src
Software that creates virtual representations of real-world audiences for A/B testing brand messaging. 4 f4f9579fbdccca76650636b6273a4870
Investments in understanding cultural patterns and potential developments for better marketing strategies. 5 f4f9579fbdccca76650636b6273a4870
Engaging actively with communities rather than merely observing to influence and resonate with them. 5 f4f9579fbdccca76650636b6273a4870
Creating comprehensive databases of health conditions in diverse populations to improve healthcare access and outcomes. 4 f4f9579fbdccca76650636b6273a4870
Collaborative efforts to redesign and share symbols for greater inclusivity in public spaces. 3 f4f9579fbdccca76650636b6273a4870
Updated educational initiatives addressing stigmatized health topics to promote awareness and reduce health gaps. 4 f4f9579fbdccca76650636b6273a4870

Issues

name description relevancy
Cultural Participation in Marketing Marketers are encouraged to actively engage with communities rather than simply observing or researching them. 5
Shift from Research to Action The trend of moving away from traditional market research to direct participation and collaboration with target audiences. 5
Digital Twins in Marketing The rise of digital twin models to simulate audience responses before product launches, highlighting a shift in marketing strategies. 4
Equitable and Inclusive Marketing Practices The growing focus on creating equitable marketing strategies that address underrepresented communities and issues. 5
Community-Centric Brand Strategies Brands are encouraged to develop strategies that prioritize community involvement and two-way interactions. 4
Health and Diversity in Marketing The integration of diversity in healthcare marketing, addressing stigmas and gaps in representation for marginalized groups. 5
Imagination and Conviction in Marketing The need for marketers to utilize creativity and a strong sense of purpose in their strategies for future engagement. 4
Foresight as Activism Marketers are called to act as change agents by working with communities to shape future outcomes collaboratively. 5