We talk a lot about how communication has changed from the Mad Men era until today’s digitally driven consumer interaction. But what’s next for the advertising industry that many of us love (and a lot of us love to hate)?

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13 INDUSTRY TRENDS
YOU CAN'T AFFORD
TO IGNORE
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3. 1 3 M A R K E T I N G T R E N D S /
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1 3 I N D U S T R Y T R E N D S Y O U C A N ’ T A F F O R D T O I G N O R E
We talk a lot about how communication has
changed from the Mad Men era until today’s
digitally driven consumer interaction. But what’s
next for this industry that many of us love (and a
lot of us love to hate)?
I was recently asked to write a few slides on where
our industry is headed, so I thought I’d turn it into
a nice Buzzfeed, ahem, Business Insider, ahem,
Campaign AsiaPacific article. Most of these trends
are happening as we speak, so you may find that
you already knew all of this—or maybe not.
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Anyway, here goes:
My thoughts on the changes we
will see in advertising,
technology, marketing and
everything in-between in the next
few years.
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5. 1 3 M A R K E T I N G T R E N D S /
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“ C H A N G E I S N ’ T G O O D O R B A D . I T J U S T I S . ”
- D O N D R A P E R , M A D M E N
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6. 1 3 M A R K E T I N G T R E N D S /
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1. THE CONVERGENCE
CONTINUES
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7. 1 3 M A R K E T I N G T R E N D S /
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T H E I N D U S T R Y C O N V E R G E N C E W I L L C O N T I N U E , A S B R A N D S W I L L B E D E M A N D I N G A T R U L Y
I N T E G R A T E D A P P R O A C H T O E V E R Y T H I N G T H E Y D O . W E W I L L N O L O N G E R B E D I S C U S S I N G
A D V E R T I S I N G V E R S U S D I G I T A L V E R S U S E V E N T V E R S U S P R . E V E R Y T H I N G W I L L B E C O M E
O N E A R E N A , W H E R E W E U T I L I S E A L L T H E T O O L S I N T H E B O X , I N O R D E R T O R E A C H ,
I N T E R A C T W I T H A N D S W A Y C O N S U M E R S . T H I S W I L L R E Q U I R E A G E N C I E S T O H I R E
D I F F E R E N T K I N D O F P E O P L E : P E O P L E W I T H H Y B R I D B A C K G R O U N D S , P E O P L E W H O S E E T H E
F U L L C O L O U R P A L E T T E W H E R E O T H E R S S E E B L A C K A N D W H I T E . I T W I L L A L S O R E Q U I R E
A G E N C I E S T O F I N D C O L L A B O R A T I O N M O D E L S T H A T I N C E N T I V I S E W H A T ’ S B E S T F O R T H E
C L I E N T A N D T H E C L I E N T ’ S B R A N D , N O T T H E A G E N C Y S I L O S .
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2. THE EXPANSION OF
CREATIVITY
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9. 1 3 M A R K E T I N G T R E N D S /
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C R E A T I V E T E A M S W I L L N O L O N G E R B E J U S T A D U O , B U T A W I D E V A R I E T Y O F
C O N S T E L L A T I O N S O F C R E A T I V E P E O P L E : W R I T E R S , A R T D I R E C T O R S , V I S U A L A R T I S T S ,
D E S I G N E R S , D E V E L O P E R S , A R C H I T E C T S , M U S I C I A N S A N D O T H E R S , W H O W I L L C O - C R E A T E
I N N E W C O L L A B O R A T I V E W A Y S . A S A N E X T E N S I O N O F T H A T , P E O P L E W H O T R A D I T I O N A L L Y
H A V E B E E N S E E N A S ' N O N C R E A T I V E ' , E S P E C I A L L Y S T R A T E G I S T S , M E D I A C O N S U L T A N T S ,
B R A N D I N G S P E C I A L I S T S A N D D A T A A N D A N A L Y T I C S P E O P L E , W I L L H A V E A G R E A T E R
I M P A C T O N T H E C R E A T I V E O U T P U T . T H I S W I L L , C O U N T E R I N T U I T I V E L Y , M A K E T H E
P R O C E S S M O R E C R E A T I V E , N O T L E S S . I N F A C T , W E W I L L S O O N S T O P C A T E G O R I S I N G A
S M A L L P A R T O F T H E I N D U S T R Y A S ' T H E C R E A T I V E S ' . T O W O R K I N T H I S I N D U S T R Y , Y O U
W I L L H A V E T O B E C R E A T I V E , O R Y O U A R E F I N I S H E D .
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3. THE DEATH OF
DIGITAL AS
STANDALONE
DISCIPLINE
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11. 1 3 M A R K E T I N G T R E N D S /
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D I G I T A L W I L L B E ( A N D A L R E A D Y I S ) P A R T O F E V E R Y T H I N G . I N A F E W Y E A R S , T H E R E W I L L
B E N O S P E C I A L I S E D D I G I T A L C R E A T I V E A G E N C I E S . T H E Y W I L L E I T H E R B E F U L L Y
I N T E G R A T E D , O R M A K E A L I V I N G A S T E C H P R O V I D E R S F O R O T H E R A G E N C I E S . T H I S I S N O T
J U S T A P R E D I C T I O N , T H I S I S A L R E A D Y H A P P E N I N G . A G E N C I E S W H O A R E E M B R A C I N G
E V E R Y O P P O R T U N I T Y F O R T H E I R C L I E N T S A R E A L R E A D Y W I N N I N G T H E B U S I N E S S .
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4. VERTICALS WILL
DRIVE THE NEW
SPECIALIST AGENCIES
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13. 1 3 M A R K E T I N G T R E N D S /
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S M A L L E R A G E N C I E S W I L L S T I L L E X I S T , B U T T H E Y W I L L F O C U S O N I N D U S T R Y V E R T I C A L S ,
L I K E F M C G , F A S H I O N , A U T O M O T I V E , A N D S O O N , R A T H E R T H A N D I S C I P L I N E S . T H E N E E D
F O R I N D U S T R Y S P E C I F I C C O M P E T E N C Y W I L L I N C R E A S E , B U T T H I S T R E N D W I L L L I V E S I D E
B Y S I D E W I T H M O R E G E N E R A L I S T S T R A T E G I C A N D C R E A T I V E L Y D R I V E N S H O P S . T H I S
P R O V I D E S G R E A T O P P O R T U N I T Y F O R S M A L L A G E N C I E S , W H E R E T H E Y C A N R E M A I N A R E A L
T H R E A T T O T H E L A R G E R N E T W O R K S . C L I E N T S W I L L H A V E T O D E C I D E W H A T I S M O R E
I M P O R T A N T : I N D U S T R Y E X P E R T I S E O R B R O A D E R M A R K E T I N G K N O W L E D G E . A N D M O R E
C H O I C E I S G O O D .
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5. NEW TECHNOLOGY
WILL CONTINUE TO
PERPLEX THE INDUSTRY
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15. 1 3 M A R K E T I N G T R E N D S /
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A G E N C I E S H A V E N E V E R B E E N T H E F I R S T T O U T I L I S E T E C H N O L O G Y . T E C H N O L O G Y C O M E S
F R O M T E C H C O M P A N I E S A N D T H E P E O P L E . C R E A T I N G D I G I T A L T R A N S F O R M A T I V E
S T R A T E G I E S T H A T A R E M E D I A N E U T R A L A N D T E C H N O L O G Y A G N O S T I C I S T H E O N L Y W A Y T O
B E P R E P A R E D F O R W H A T E V E R C O M E S , A N D I T W I L L A L L B E I N T E G R A T E D I N T O O N E L E A D
S T R A T E G Y . T H I S I N C L U D E S M O B I L E , W E A R A B L E S A N D T H E I N T E R N E T O F T H I N G S .
A G E N C I E S W I L L H A V E T O K E E P I N C R E A S I N G T H E I R T E C H C O M P E T E N C Y A N D H I R E M O R E
H Y B R I D T A L E N T — N O T B U Y M O R E D I G I T A L A G E N C I E S .
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6. RELATIONSHIP
MARKETING WILL GO
MAINSTREAM
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17. 1 3 M A R K E T I N G T R E N D S /
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T H E P R I N C I P L E S B E H I N D R E L A T I O N S H I P B U I L D I N G W I L L F I N A L L Y M A K E I T I N T O
M A I N S T R E A M C O M M U N I C A T I O N . M A S S C O M M U N I C A T I O N W I L L G O F R O M
M O N O D I R E C T I O N A L T O B I D I R E C T I O N A L A N D M U L T I D I R E C T I O N A L . B I G D A T A W I L L B E
I N T E G R A T E D W I T H “ S M A L L D A T A ” , O R I N D I V I D U A L C U S T O M E R R E C O R D S , I F Y O U W I L L .
T H I S W I L L A L L O W U S T O C O M M U N I C A T E I N A M O R E P E R S O N A L W A Y T O M O R E P E O P L E A T A
T I M E . T H I N K T O M C R U I S E I N M I N O R I T Y R E P O R T .
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18. 1 3 M A R K E T I N G T R E N D S /
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7. ENTERTAIN ME, BE
USEFUL OR GO HOME
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19. 1 3 M A R K E T I N G T R E N D S /
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I N E X C H A N G E F O R M A R K E T I N G C O M M U N I C A T I O N S , A U D I E N C E S W I L L S T A R T D E M A N D I N G
Q U I D P R O Q U O . T H E T W O M O S T E F F I C I E N T W A Y S T O P R O V I D E T H A T W I L L C O N T I N U E T O B E
E N T E R T A I N M E N T A N D U T I L I T Y . I F Y O U H E L P P E O P L E , B E I N G U S E F U L I N T H E I R L I V E S , Y O U
W I L L C R E A T E A U N I Q U E R E L A T I O N S H I P W I T H T H E M . T H E S A M E I F Y O U A R E C O N S I S T E N T L Y
E N T E R T A I N I N G T H E M . T H E Y W I L L R E S P E C T Y O U F O R I T , A N D T H E Y W I L L W A N T T O
A S S O C I A T E T H E M S E L V E S W I T H Y O U R B R A N D . J U S T M A K E S U R E T H E R O L E Y O U C H O O S E I S
R E L E V A N T F O R T H E C O N S U M E R — A N D F O R T H E B R A N D . A N D J U S T F O R T H E R E C O R D ,
M E S S A G E P U S H I N G W I L L H A V E N O P A R T I N T H I S E X C H A N G E .
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8. SOCIAL CURRENCY
WILL PLAY AN EVEN
BIGGER PART IN
PEOPLE’S LIVES
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S O C I A L C U R R E N C Y I S T H E B I G G E S T D R I V E R I N T H E S H A R I N G E C O N O M Y . W H A T Y O U O F F E R
I N T H E S O C I A L S P A C E W I L L B E E V A L U A T E D , A N A L Y S E D A N D J U D G E D T O B E V A L U A B L E O R
A N U I S A N C E . C O N S U M E R S W I L L T H E R E F O R E C O N T I N U E T O M E A S U R E T H E I R P E E R S O N
T H E I R C O N T R I B U T I O N T O T H E C O N V E R S A T I O N S . P E O P L E W H O A R E D E S T R U C T I V E , O F F E R
I R R E L E V A N T I N F O R M A T I O N O R O T H E R W I S E A N N O Y T H E I R F R I E N D S W I L L H A V E A R E D U C E D
R O L E I N T H E C O N V E R S A T I O N ( L E S S S O C I A L C U R R E N C Y ) , A N D T H O S E W H O O F F E R V A L U E
W I L L H A V E M O R E . T H E S A M E G O E S F O R B R A N D S . ( A N D T H E S A M E R U L E A P P L I E S I N T H E
O F F L I N E W O R L D , B Y T H E W A Y ) .
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22. 1 3 M A R K E T I N G T R E N D S /
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9. THE CURATED WEB
WILL SEE A
COUNTERCULTURE
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23. 1 3 M A R K E T I N G T R E N D S /
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T H E C U R A T E D W E B H A S B E E N A B L E S S I N G F O R A L O T O F P E O P L E ; A S T H E Y H A V E B E E N
P R O V I D E D F I L T E R E D C O N T E N T B Y T H E I R P E E R S , C O N T E N T P R O V I D E R S A N D B R A N D S . I T
M A K E S I T E A S I E R F O R P E O P L E T O S N A C K O N I N F O R M A T I O N , E N J O Y I T ( O R H A T E I T ) A N D
S H A R E I T ( O R N O T ) . H O W E V E R , W E W I L L S O O N S E E A N U P R I S I N G A G A I N S T T H I S , A S
C O N S U M E R S A R E I N C R E A S I N G L Y S I C K O F S E E I N G T H E S A M E C L I C K B A I T S T O R I E S F R O M
T H E I R F R I E N D S , F R O M B U Z Z F E E D / B U S I N E S S I N S I D E R A N D F R O M B R A N D S O V E R A N D O V E R
A G A I N . T H E Y W I L L S E A R C H F O R F R E S H A N D V A L U A B L E C O N T E N T , U S I N G T H E I R O W N ( O R
T A I L O R E D ) P R E D I C T I V E S E A R C H A L G O R I T H M S , R A T H E R T H A N R E L Y I N G O N T H E “ W I S D O M
O F C R O W D S ” .
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24. 1 3 M A R K E T I N G T R E N D S /
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10. DATA AND
ANALYTICS WILL RISE
TO POWER
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25. 1 3 M A R K E T I N G T R E N D S /
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L I S T E N I N G T O T H E C O N S U M E R W I L L T A K E O N A W H O L E N E W M E A N I N G , A S W E W I L L K N O W
M O R E , U N D E R S T A N D M O R E A N D U T I L I S E M O R E D A T A T H A N E V E R B E F O R E . P R E D I C T I V E
M O D E L L I N G W I L L B E M O R E A N D M O R E A C C U R A T E A N D T H U S M O R E U S E F U L . W E W I L L B E
A B L E T O L I S T E N , C R E A T E A N D E X E C U T E I N A N I N S T A N T , A N D B Y T H A T , B E C O M E M O R E
R E L E V A N T T O T H E C O N S U M E R . T H I S W I L L P O W E R T H E N E W R E L A T I O N S H I P M A R K E T I N G
R E V O L U T I O N A N D T H E S O C I A L C U R R E N C Y E V O L U T I O N .
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26. 1 3 M A R K E T I N G T R E N D S /
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11.THE INTERNET OF
THINGS WILL NOT TURN
OUT TO BE A HYPE
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27. 1 3 M A R K E T I N G T R E N D S /
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W E W I L L S E E A R E V O L U T I O N I N C O N N E C T E D D E V I C E S , A P P L I A N C E S , V E H I C L E S ,
I N S T R U M E N T S , W E A R A B L E S A N D T H I N G S W E C A N ’ T E V E N I M A G I N E Y E T . M A N Y O F T H E S E
W I L L P R O V I D E O P P O R T U N I T I E S F O R M A R K E T E R S T H A T W I L L B R I D G E S E R V I C E D E S I G N ,
M A R K E T I N G A N D U T I L I T I E S I N R E L E V A N T A N D I N T E R E S T I N G W A Y S . T H E O P P O R T U N I T I E S
W I L L B E S O M A N Y A N D S O D I V E R S E T H A T A B R A N D C A N Q U I T E L I T E R A L L Y F I N D A N I O T
T E C H N O L O G Y T H A T I S B O T H R E L E V A N T A N D U N I Q U E F O R T H E I R B R A N D .
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28. 1 3 M A R K E T I N G T R E N D S /
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12.FROM MARKETING
AS A SERVICE TO
SERVICE AS MARKETING
2 8

29. 1 3 M A R K E T I N G T R E N D S /
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U T I L I T Y M A R K E T I N G A N D S E R V I C E M A R K E T I N G W I L L G R O W E X P O N E N T I A L L Y A S T H E
C O M M U N I C A T I O N C L U T T E R C O N T I N U E S . A S A L R E A D Y S E E N I N S E R V I C E S L I K E W E C H A T , W E
W I L L B E A B L E T O C R E A T E F U L L Y I N T E G R A T E D M A R K E T I N G S O L U T I O N S W I T H I N A N
E N V I R O N M E N T T H E C O N S U M E R A L R E A D Y U S E S A N D L O V E S . T A K I N G A D V A N T A G E O F T H E S E
P L A T F O R M S W I L L A L L O W C O S T E F F I C I E N T D I G I T A L I D E A S T O L E A D T H E W A Y . I T ’ S N O T
D I G I T A L F I R S T . N O T E V E N M O B I L E F I R S T . I T ’ S P E O P L E F I R S T .
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30. 1 3 M A R K E T I N G T R E N D S /
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13.TIMESHEETS WILL
DIE
3 0

31. 1 3 M A R K E T I N G T R E N D S /
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O K , T H I S I S J U S T W I S H F U L T H I N K I N G O N M Y P A R T …
3 1

32. 1 3 M A R K E T I N G T R E N D S /
0 4 . 0 5 . 2 0 1 5
S O T H E R E Y O U H A V E I T . T H E S E A R E M Y P R E D I C T I O N S A N D M Y O P I N I O N S , B U T I ’ D L O V E T O
H E A R Y O U R S . I F Y O U W A N T T O D I S C U S S , H A V E Y O U R S A Y I N T H E C O M M E N T S S E C T I O N
B E L O W A N D / O R H I T M E U P O N T W I T T E R @ I N G V O L D S T A R
3 2

33. 1 3 M A R K E T I N G T R E N D S /
0 4 . 0 5 . 2 0 1 5
E R I K I N G V O L D S T A D I S T H E M A N A G I N G D I R E C T O R O F A C O U S T I C ( W W W . A C O U S T I C . A G E N C Y ) ,
A D I G I T A L C E N T R I C I N T E G R A T E D A G E N C Y B A S E D I N S I N G A P O R E A N D P A R T O F T H E N O R T H
A L L I A N C E .
F I R S T P U B L I S H E D O N C A M P A I G N A S I A P A C I F I C 2 9 . A P R I L
© E R I K I N G V O L D S T A D , A C O U S T I C P T E L T D A N D C A M P A I G N A S I A P A C I F I C 2 0 1 5
3 3