Working in the B2B marketing industry at this time is among the most interesting and difficult things you can do. It takes skill to grab attention and connect with today’s tech-savvy consumers in order to make a point. The difficulties are numerous: consumers today use a variety of touchpoints to make purchasing decisions, attention spans are dwindling, and competition is fierce. Additionally, segmentation is more difficult than ever before because the same consumer can buy products in both high and low price ranges. For instance, the same customer who favors the cheapest flight could also buy the newest Apple watch or phone.
It is obvious that traditional marketing maxims no longer apply in the face of these quickly evolving customer expectations. New requirements have been placed on marketers in this new era. They must not only be imaginative in order to convey pertinent messages, but they must also do so to the pertinent customer via the pertinent touchpoint. To accomplish this, marketers must have the proper equipment and stay abreast of new trends.
The marketing landscape is going through a tectonic shift, so its near future will look very different from how it does now. Let’s examine the main developments that will affect marketing in 2025:
1. AI-first strategy: AI and machine learning have been at the top of every list of marketing trends for a while now and for good reason. AI and machine learning have a huge impact on B2B marketing, enabling more precise, real-time analytics and measurement, enhancing customer experience and support, optimizing product line pricing strategy, and reducing customer churn. In 2018, 75% of businesses that used AI and machine learning were able to increase customer satisfaction by 10%, according to Forbes’s findings.
As they can comprehend complex requests and personalize responses, chatbots powered by AI are being hailed as the next big thing in customer relationship management. According to Research and Markets, chatbots powered by AI may be used to handle more than 50% of customer inquiries as of right now, and the market for AI-enabled products will grow to $2.2 billion by 2024. By 2025, the ‘AI-first’ strategy will likely be the new standard in B2B marketing as technology continues to advance and intriguing use cases emerge.
2. The emergence of voice marketing: The use of voice assistants has grown, providing marketers with new opportunities. Voice-enabled technology is seen by marketers as a tool that can help them take personalization to an entirely new level since it enables contextual interactions with users. By 2022, voice advertising spending, according to Juniper Research’s estimate, could total $19 billion. Although voice is still in its infancy and there are currently no practical use cases, the engagement, target reach, and interactivity potential offered by voice marketing bring a business value proposition that is too significant for marketers to ignore.
3. Virtual Reality will have a significant impact: As marketers continue to look for tools to provide more interesting, interactive, and individualized experiences, virtual reality stands out as the clear winner. Virtual reality enables users to connect with a brand with an emotional intensity unimaginable with traditional media because it allows for engaging storytelling. It increases brand loyalty and brings the brand closer to the consumer. Leading smartphones and automakers are already pioneers in the use of virtual reality to deliver immersive 360-degree interactive experiences. Virtual reality will be a standard component of marketing campaigns by 2025 as the market for it grows (from $7.9 billion in 2018 to $53.6 billion in 2025, according to MarketsandMarkets research).
4. Key marketing decisions will be driven by data: Mass, untargeted broadcasting will be replaced by data-driven B2B marketing strategies. We are surrounded by data, which provides us with important insights into consumer expectations and purchasing trends. Brands will have the chance to develop smarter, customer-focused communication as more and more devices-from cars to home appliances continue to be connected. By 2025, marketers will be chopping and dicing metadata for highly targeted marketing and actionable insights. Brands will target their customers with the appropriate message at the appropriate time on the appropriate device by combining complex combinations of personal data, location data, and environment data.
5. The potential of blockchain will be examined: Blockchain is the newest buzzword and is being hailed as a technology that can dramatically transform a variety of industries. The same applies to marketing. Some of the marketing industry’s biggest issues and difficulties can be solved with blockchain. Some of the major areas where blockchain’s potential is currently being assessed include addressing privacy issues, improving transparency in terms of identifying bots, and fostering consumer trust. As with any emerging technology, adoption will come with its share of difficulties, pitfalls, and lessons learned. Having said that, anticipate seeing some cutting-edge blockchain use cases by 2025.
In a nutshell, the mantra that will shape future B2B marketing trends is “Everything for everyone, customized.” Technology will take center stage in marketing as a way to listen to, comprehend, and satisfy customer expectations.