Trends Report

The Impact Of Emerging Technology In 2030 On mCommerce Experiences In B2C Marketing

April 30th, 2020

Summary

A number of contradictions define today’s marketing environment: Consumers value both personalized engagement and their anonymity, while marketers strive to individualize experiences yet saturate customers with noisy, promotion-centric, high-volume communications. By 2030, B2C marketers will have adapted to today’s confluence of once-in-a-generation disruptions — strict regulatory mandates, the deprecation of once-commonplace data like cookies, the digitization of engagement, and shifting media power centers — to settle into a new equilibrium with consumers. Future mCommerce experiences in B2C marketing will be based on a fundamentally different relationship between consumers and brands than exists today: Digital identity, unstructured data, and anticipatory experiences will be crucial in making the next generation of marketing strategy practical and productive for both brands and consumers. Marketers will understand customer needs and target interactions well enough to reduce volume and engagement with individual customers, resulting in less overall but more performant marketing. Consumers will finally have practical, fine-tuned control over their data and preferences as well as the comfort of knowing their needs will be respected, resulting in increased trust and more meaningful customer relationships.

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