Data implications for marketing in 2020 | Finding Brand

Data Implications for Marketing in 2020

The data evolution from last two decades has impacted our world. Data has and will have profound implications on all manner of products we're marketing in 2020.

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As we consider the major Trends for Marketing in 2020, think, just for a moment how much the data evolution from last two decades have impacted our world. There’s no two ways about it, data has, and will have profound implications on all manner of products we’re marketing in 2020. Peter H. Diamandis and Steven Kotler do a great job of driving the changes home in their new book titled,  Abundance: The Future Is Better Than You Think  in which they note:

photo credit: Rishabh Mishra (possible248) via Flickr

“Two decades ago, most well-off citizens owned a camera, a video camera, a CD player, a stereo, a video-game console, a cell phone, a watch, an alarm clock, a set of encyclopedias, a world atlas, a Thomas Guide, and a whole bunch of other assets that would easily add up to more than $10,000. All of these come standard on today’s smartphones, or are available for purchase at the app store for less than a cup of coffee. In this, our exponentially enabled world, that’s how quickly $10,000 worth of expenses can vanish. More importantly, these things vanish without too much outside intervention. No one set out to zero the costs of two dozen products. They set out to make better cell phones, and the path of the adjacent possible did the rest.”

And while the last two decades have dramatically transformed our world, the next decade ought to provide even more substantial movement on that front.  Lee Rainie and Barry Wellman explain in their new book, Networked: The New Social Operating System,

“This is a future that has already come to pass in many respects. There is already a mad rush in Silicon Valley to create products to embed social interplay in most kinds of information and media encounters, and it will likely accelerate going forward. Moreover, in coming years a wider Metaverse will emerge as relatively ordinary objects—as well as computers and phones—will become ubiquitously networked with each other, and networked individuals will be able to augment their information through direct contact with databases and objects that have become smarter and more communicative.”

So what’s all this got to do with marketing? Well, that’s the interesting part. As we move into 2020 the increased pressure from collapsing data integration will demand new products, currently unimagined marketing platforms, and an increased reliance on leveraging marketing campaigns from one platform into another.

Marketing in 2020 and Today

What this means is that smart marketers, today, need to be thinking about how they are leveraging campaigns from one platform into another. Take for example the TV show, (coincidentally enough called) Leverage. They have cross-leveraged their TV show into a brand new Leverage Sync app.

Think about it, until recently, TV shows were entirely mono-directional. But with this new app, the Leverage team has engaged their audience in a new and unique way. In order to compete in the Marketing game in 2020, you’re going to have to catch up with this trajectory and move farther down the path — fast. And whether we’re writing new apps for television, or merely following a #TwitterTrend,  integration and reaching customers in new ways is a tablestake as we move into marketing in 2020.

The data implications are limitless, but as Brian David Johnson, a futurist at Intel Corporation cautions in an article for the World Future Society titled The Secret Life of Data in the Year 2020:

“But as we begin to build the Secret Life of Data, we must always remember that data is meaningless all by itself. The 1s and 0s are useless and meaningless on their own. Data is only useful and indeed powerful when it comes into contact with people.”

And therein lies the key to data implications for marketing in 2020 — it has to be useful and meaningful.

What does it mean for marketing in 2020?

The opportunities (and pitfalls) are truly limitless and as long as we’re adding value to consumers we should be prepared to see truly revolutionary concepts move from imagination to reality as we move toward marketing in 2020.

What do you think? What will be the most profound change in Marketing in 2020?


Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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