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How to future-proof your marketing strategy

3 trends set to shape the marketing landscape
Table of contents


At any given moment, marketing teams are managing multiple channels and campaigns while maintaining an ever-growing to-do list. Simultaneously, customers are jumping from screen to screen and device to device. With ever-decreasing attention spans and more channels available than before, marketers can no longer afford to spend weeks developing an email marketing strategy, wait to get it approved, and test it, before finally running with it.  

It’s not new or groundbreaking when we say marketers need to be agile. It’s been a buzzword in the industry for a long time, but we’re only beginning to realize the importance of it. Being agile is about far more than being able to react to situations outside of your control. It’s about adapting, and fostering a culture of experimentation, innovation, and continuous learning throughout your marketing team.  

There’s no telling what the future may hold, but there’s a lot we can do today to prepare for tomorrow. To remain competitive and relevant in the ever-changing marketing landscape, you must implement future-proofing strategies. Only this will ensure you can navigate every uncertainty, capitalize on opportunities, and remain at the forefront of your industry. 

Understanding the changing marketing landscape

Recent years have seen the marketing landscape undergo a serious transformation, driven by technological advancements, evolving customer behaviors, and rapidly changing market dynamics. These changes are going nowhere. They now define the way marketers work and how customers interact with your business. To thrive in this ever-evolving environment, marketing leaders must keep their ear to the ground and stay abreast of key trends and shifts defining the future of marketing.
The 3 trends set to shape marketing strategies

1. The importance of data

CMOs are under no illusion that data is the most valuable asset marketing team’s own. But data alone in its raw state is useless. For marketing teams to turn it into anything worthwhile, it is organized and enriched. The value of data lies in its potential.

Back in 2006, a British mathematician declared that “data is the new oil”. But, rather than refining, processing, and transforming data into something useful, we’ve witnessed many businesses using and abusing their data, extracting and amassing it, with little thought going into its purpose. For too long businesses have only focused on the value of owning data, rather than tapping into the potential within.

But times have changed.

Privacy-first marketing

Research by Deloitte discovered that less than half of consumers trust online services to protect their data. At the same time, they found that while many know their data privacy rights, very few are taking steps to protect themselves.

It could be that the overly technical language of privacy notices and the hurdles required to change privacy settings or opt out of data collection can be confusing for the customer. A lack of alternatives can further reduce customer choice: they must agree to data collection and tracking or risk missing out on optimized experiences or services.

There is a clear appetite for more accessible data privacy. Apple’s ongoing privacy updates (most notably its App Tracking Transparency, Mail Privacy Protection, and Link Tracking Protection) have been warmly welcomed by consumers. Today, 96% of users who are given the choice, choose to opt out of app tracking.

For your marketing team to succeed in the future, offering a privacy-first approach to data collection is essential to earn customer trust.

How to adopt privacy-first marketing

Data collection strategies are increasingly important. As a marketing leader, you’re facing a new reality where customers can pick and choose what data you get and what they keep private. As Google rolls out its Privacy Sandbox bringing about the end of cookie tracking, you will be further limited in the data you can collect from customers and the ways you can collect it.

Employing smarter, more transparent tactics today, will safeguard your marketing in the future.

Data collection

When it comes to data collection, customers can feel as though their options are limited. If they don’t consent to data collection, their overall experience will be lessened. However, if you’re open and transparent about what data you want and why, you will build a relationship based on honesty and integrity.

  1. Evaluate the point of sign-up
    Do you effectively communicate your privacy policy, explain why you need the data, and outline the benefits for the customer?
  2. Include a double opt-in
    Double opt-ins ensure your data is correct and that customers are engaged – a must for every marketing list, no matter the channel.
  3. Build a preference center
    This is a great way to give customers control of their data privacy. It should be included in every email sent and it should be easy to add and remove information.
  4. Offer alternative channels
    Customers signing up for your email marketing may prefer to receive information and updates via SMS or WhatsApp. Offer them the choice to ensure you’re providing an optimal customer experience.
  5. Communicate the benefits
    When collecting additional data on your customers, make sure they know what they’ll be getting in return. Will they get a gift on their birthday? Will you tailor content depending on their level of expertise? Transparency is key.

Predictive analytics

The end of cookies and the upsurge in privacy regulations and policies is not the end of data-driven marketing. Marketers must look beyond zero-party data (data that is intentionally and proactively shared, e.g., first name, job title, birthday) and first-party data (data you collect from customer actions in emails, on your website, and more).

The solution: predictive analytics.

Predictive analytics turns first-party data into practical and actionable insights. Churn probability and predicted next-order dates help guarantee you’re still providing relevant and personalized experiences, without an over-reliance on data collected by sources that may be sunsetting over the coming years like third-party cookies.

AI and personalization

Undoubtedly, AI and machine learning (ML) will be big players in marketing over the coming years. Generative AI and predictive analytics are already starting to make waves. It certainly is an exciting time to be a marketer.

You’re already experiencing the significant benefits of using AI in your marketing – some of you might have been using it without even knowing. Send time optimization and product recommendation blocks in email marketing are just a couple of ways AI has already become a part of your daily marketing efforts.

As AI learns and grows, its capabilities will grow tenfold. Once time-consuming activities will become instantaneous. Analyzing thousands of data touchpoints in a matter of seconds, as you embrace AI, you’ll quickly see the benefits.

Benefits of adding AI to your marketing strategy

  1. Efficient targeting and personalized content creation
    AI can identify trends and patterns in customer behavior and preferences. It can then use these insights to create personalized marketing messages, ads, and offers unique to the individual.
  2.  Improved customer insights
    As well as creating personalized content, AI can help you better understand your customers, their wants, needs, and desires. Ultimately this will lead to improved campaign building on preferred channels.
  3. Optimization of team resources
    Using AI and ML to automate mundane tasks you can free up your team’s time and resources. This will enable you to focus on achieving your marketing goals and high-level objectives.
  4. Improved forecasting
    AI-powered predictive analytics analyzes trends and data to predict customer behavior and market trends which will help you make informed business decisions.
  5. Enhanced creativity
    Generative AI tools can assist your team with content creation, helping to inspire your workforce with subject line suggestions and article outlines. This will empower your team to push the boundaries of innovation and craft compelling marketing copy.
  6. Increased ROI
    The overall improvements to efficiency AI offers around targeting, personalization, and data insights means your marketing initiatives will see a marked improvement in ROI and will give you a significant competitive edge over your competition.

How to get ahead of the competition with AI

Your marketing team must embrace AI today, or you risk being left behind.

As AI capabilities develop, your marketing processes will become faster and more efficient. We can already see evidence of this in the form of generative AI. The important thing is learning how to use it.

AI and generative AI, in particular, is in no way ready to replace your team members. Instead, you need to look at generative AI as an assistant, a source of inspiration. When you’re struggling to summarize your message, trying to write subject lines, or looking for content or topics that will engage your audience, AI is on hand to help.

How and where you choose to integrate AI into your marketing strategy will vary depending on your goals and objectives, but we have a couple of areas we believe all marketing leaders will benefit from prioritizing.

  1. Data collection and analysis
    AI-powered tools that help collect, clean, and analyze customer data from various sources into a single source of truth will enable you to gain valuable insights and make informed business decisions.
  2. Personalization and content creation
    Use AI to create engaging and personalized experiences for your audiences. From personalized product recommendations and dynamic landing pages, to tailored email marketing campaigns, AI can streamline content creation and generation.
  3. Customer support
    Virtual assistants and AI-powered chatbots ensure customers receive an immediate response to common queries. As well as freeing up your customer support team’s time and resources, AI also streamlines communication and improves customer satisfaction.
  4. Targeting and segmentation
    With the ability to analyze vast amounts of data, AI can help develop accurate personas for you to target. Plus, with sentiment analysis from social media and customer reviews, you can access more insight into public opinion and create targeted campaigns as a result.
  5. Predictive analytics
    Analyzing trends, preferences, and behaviors, predictive analytics not only identifies future opportunities, but also enables better targeting, segmentation, and overall marketing efficiency. In turn, this will guarantee your campaigns remain relevant and impactful.

An AI deep dive with Fresh Relevance

AI is no longer a buzzword. It is already commonly used in ecommerce to increase revenue with product recommendations based on the shopper’s unique interests, for example, and the increasing accessibility of AI in personalization technology is going to heighten the customer experience further.
Keep reading to discover further ways to use AI to better personalize your customer experience.


As well as personalized product recommendations for shoppers whose browse and purchase data you know, you can use AI to personalize recommendations for new website visitors through functionality such as Fresh Relevance’s Price Affinity Predictor, a tool that allows you to identify the desired price point for new visitors who have not interacted with your website yet and display relevant products using those insights. This improves click-throughs and reduces the high bounce rate of new visitors.

Automatic optimization

Testing and optimization has traditionally required a significant time investment, which is something most marketers don’t have a lot of. However, with AI-driven automated optimization, you can continuously test and improve the customer experience at the touch of a button, so you can focus on setting strategies rather than monitoring test results.

Tools such as Fresh Relevance’s Auto Optimize use machine learning algorithms to automatically deploy the best-performing content towards the goals you set, including increasing AOV, conversion, identification rate, average time on site, and reducing bounce rate.

Automatic optimization provides you with peace of mind that the assets displayed to shoppers are the ones most likely to resonate with them and reward your business.

A case study

Direct365 used Auto Optimize to test and automatically display the best-performing discount in their cart abandonment emails.

The business compared £5 and £10 discounts and found the latter to be the most successful, leading to an 18.6% increase in cart recovery rate.

Read the full success story.

Final thoughts

It’s increasingly important to provide tailored customer experiences, so buyers of personalization technology should look for tools that incorporate AI to help them give customers what they want.

2. The ever-evolving customer experience

The way that customers interact with your brand is changing. With Gen Z coming of age, we’re already starting to see a shift in customer behaviors. The first digitally-native generation shop and discover new ideas and interests in new, dynamic ways.

Unlike the generations before them, Google is not always their first port of call. Social media channels and the influencers on them have a huge impact on buying decisions. And, AI assistants like Siri, Google, and Alexa are driving a rise in voice search.

Customers are more in-the-moment than ever before. Real-time marketing will be essential in turning micro-moments into marketing opportunities.

Real-time marketing

Staying top of mind is harder than ever in a world where attention spans are at an all-time low. While claims that the human attention span is only eight seconds long have been debunked, there is a recognizable difference between types of attention. Often customers are alternating between tasks while a low level of selective attention to both. To capture a customer’s attention you have to pull them away from whatever they’ve been intentionally paying attention to and get them to unintentionally pay attention to you.

On top of that, customers want it all, and they want it now. It’s the age of instant gratification. If you want to maintain and grow your loyal audience base, you need to be there with them, meeting their needs as they arise.

Customers, especially the maturing millennial and Gen Z cohorts, are more connected than ever. For marketers, this is an amazing opportunity. New channels are emerging at a rapid pace. Social media, apps, and instant messaging keep customers in the moment. There are now more channels than ever before where customers can connect with your brand.

How to start real-time marketing today

The goal of real-time marketing is to reduce the noise in marketing communications. Dotdigital’s global benchmark report discovered that email sends have increased by 21%. Inboxes are a hectic battleground for marketers. While it’s still the most popular channel for marketers and customers alike, it lacks the immediacy that drives conversions as it relies on recipients frequently checking their inboxes.

As you begin implementing real-time marketing and messaging, it’s vital to identify which of your channels are right for the job.

Real-time marketing channels

  1. SMS: Short Message Service (SMS) is a highly effective method of engaging customers because it works on any mobile phone and achieves open rates of 98%. SMS allows you to reach customers quickly and effectively to deliver promotional content, alerts, and reminders.
  2. WhatsApp: With over 2 billion users, WhatsApp allows you to send personalized messages, promotions, and notifications. Its end-to-end encryption also makes it highly popular with customers as it ensures a safe communication environment.
  3. WeChat: WeChat, primarily used in China, has more than 1 billion users and is expanding its business functionality to help global brands reach Chinese consumers. In addition to messaging, WeChat is integrated with mobile payment services, and, like WhatsApp, it offers business functionality.
  4. LINE: LINE is another messaging platform predominantly used in Japan and a number of countries in South-East Asia, reaching 86 million active users a month. It lets businesses connect with customers in real time by sending personalized messages, promotions, and notifications.
  5. Push notifications: App-based push notifications let marketers send contextually relevant messages directly to users’ devices, often boosting app engagement rates by 88%.
  6. Social media: social media is now the leading digital marketing channel according to marketers worldwide. Platforms like Instagram, TikTok, and Facebook enable real-time communication and engagement with customers. Marketers can use these channels to share updates, respond to audience queries, and address customer concerns instantly.
  7. Live chat: Incorporating live chat on your website or app provides an immediate avenue for customers to connect with your business in real-time. It enables one-on-one interactions that address customer queries, resolve concerns, and offer personalized recommendations or deals, resulting in enhanced customer satisfaction and engagement.
Source: Comm100. (2023). Global customer satisfaction rate with live chat usage from 2015 to 2022. Statista. Statista Inc.. Accessed: August 08, 2023.

Real-time marketing campaigns

Real-time marketing relies on real-time analytics to enable you to reach customers at the right time. But, according to a CMO Council survey, only 7% of marketers can use real-time data to implement real-time marketing activities.

Disparate systems make identifying customer intent and acting on data insights in real-time feel impossible. But that isn’t the case. Customer experience and data platforms like Dotdigital are already doing the heavy lifting, empowering you to connect with customers when they make their intent known. All you have to do is have the automation programs in place.

Examples of real-time marketing automation programs include:

  1. Abandoned cart: If a customer abandons their cart, send a timely SMS or push notification reminder with a limited-time offer to nudge them towards completing the purchase.
  2. Abandoned browse: If a consumer was browsing products but didn’t take any action, send them personalized messages with product recommendations or deals based on their browsing history.
  3. Re-stock notifications: Inform users when an out-of-stock product is back online. Utilize channels like WhatsApp or SMS to send instant updates, ensuring they don’t miss out on their preferred items.
  4. Tailored offers: Monitor customer behavior and interactions and use real-time data insights to send highly customized offers that cater to each individual’s interests.
  5. Location-based promotions: Utilize geo-targeting technology to send push notifications for location-specific discounts or promotions when customers approach relevant areas or outlets.

Truly embracing real-time marketing requires you to think outside your traditional channels. We know that abandoned cart emails are highly successful, but an immediate push notification keeps the customer engaged for longer, increasing your chance of driving conversions.

Set yourself up for success

Discover more ways you can prepare for the future and stregthen your marketing automation strategy.

A real-time deep dive with StrategiQ

In today’s hyper-personalized, privacy-driven world, it’s critical to think “customer first”. Gone are the days of batch and blast; as a CRM marketer, you must give customers the power to communicate with you how and when they like.

From live interactive polls to in-person focus groups and postal surveys, there’s customer data at your fingertips: you could and should be using this to learn and act in real-time.

Personalization is no longer just “first name”, it’s how a user interacts with your brand (both implicitly and explicitly) and how you adapt their communications as a result. Implicitly, look at their previous products purchased, email engagement, and web insight behavior.  Explicitly, consider what they’ve told you via a preference center, their location, job title, etc.

Tactics you should consider

  1. Sending location-based communications like their closest store, local weather, or nearby events.
  2. Using profiling to inform which communication is most effective to respond to that individual customer – push notification, email, or a combination of the two?
  3. Dynamic email content, so that you can populate the most relevant information for each user without creating six email variations. For example, if a customer has always looked at cat food, but most recently browsed dog food, you could change the header image in their email to dogs and show them recently viewed products.
  4. Utilizing first-party data in your paid media audiences to engage users where they are in their lifecycle. If a customer has stopped engaging with emails, you may want to show them an advert on Facebook with their most-viewed products.

Many brands are doing great work, but they’re not doing it quickly enough to respond to user behavior. If you nail this, you’ll truly elevate your customer experience, retention, and advocacy. It’s time to connect the dots.

Social media and influencer marketing

Like with all other marketing channels, social media, and influencer marketing continues to evolve. In terms of popularity, Facebook, YouTube, and Instagram still have the highest number of active users. However, recent years have seen TikTok burst onto the scene, exceeding 2 billion mobile downloads in 2020 and changing the way users consume content.

Chart: most popular social networks worldwide
Source: We Are Social, and DataReportal, und Meltwater. "Most popular social networks worldwide as of January 2023, ranked by number of monthly active users (in millions)." Chart. January 26, 2023. Statista. Accessed July 21, 2023.

As marketing leaders, you’re all too aware of the importance of social media marketing. Your customers are there for a significant amount of time, so you should be too. And you should be investigating new ways to expand and connect with your audiences.

For a while now, influencer marketing has felt like the answer. It’s undeniably valuable for expanding the reach of your brand. However, it has experienced a backlash lately. Full-time influencers are known to purchase fake accounts to inflate their following and their subsequent value to brands.

Chart: Influencer marketing marker size
Source: Influencer Marketing Hub. "Influencer marketing market size worldwide from 2016 to 2023 (in billion U.S. dollars)." Chart. February 7, 2023. Statista. Accessed July 21, 2023.

To circumvent this, brands need to begin exploring deals with micro-influencers, people with a smaller, but more loyal following. You also have to start looking at your marketing tech and seeing what advancements you can adopt today, to improve influencer marketing in the future.

How to future-proof your social media and influencer marketing

AI is revolutionizing every channel, even influencer marketing.

Did you know AI is already being used to automate the process of finding and working with influencers, as well as providing insights into campaign performance?

Currently, these platforms are in development and are an expensive add-on to your already sprawling marketing tech stack. But that doesn’t mean AI and data analytics can’t come into play in a big way already.

Tools like single customer view (SCV) allow you to dive into the profile of your most loyal or ideal customer. Combined with intelligent segmentation, you can create groups of lookalike segments that can be synced with your social channels to ensure you’re delivering highly relevant and personalized content across your social media channels.

A seamless customer journey makes for a successful path to conversion.

Voice search optimization

With tech giants Amazon, Apple, Google, Samsung, and Microsoft all on board, voice assistant technology has become more mainstream. In 2020, 4.2 billion people used voice assistants worldwide, and that figure is set to reach 8.4 billion by 2024. There is a growing appetite, but the market still needs time to mature.

Currently, the usage of voice search is dominated by the following sectors:

  1. Weather
  2. Music
  3. News
  4. Retail
  5. Food delivery and restaurants
  6. Health and wellness
  7. Consumer packaged goods
  8. Local services
  9. Making a reservation
  10. Fitness

For success in the years to come, optimizing your business’s voice search capabilities is essential. The age range of voice users is more diverse than you would expect. While Gen Z will mature with the technology and therefore expect more intelligent capabilities from it, frequent users today range from 18 to 54 years old.

Chart: US voice assistance user penetration
Source: eMarketer. "United States voice assistance user penetration in 2022, by age." Chart. September 16, 2022. Statista. Accessed July 21, 2023.

Focusing on servicing customers’ needs through voice assistants will help you maintain a strong, loyal customer base for the future.

How to get ready for voice assistants today

Voice search assistants epitomize real-time marketing. They address the customers’ needs in the moment. Questions and prompts can act as the trigger point for an automated email or SMS campaign.

For example, after asking for directions to the nearest restaurant location, that business can generate an email or SMS prompting the customer to book a table for their visit. Similarly, if a customer asks how much an item in your catalog is, you can use this insight to surface display ads personalized to their interests.

But, as you prepare for this reality, you must get your marketing tech in order. That means unifying your data sources into a single marketing platform with automation capabilities. Doing this today will future-proof your tech and your team for advancements like voice search.

3. Meeting customer expectation

Customers expect a lot from their favorite brands. And, those demands are growing as Millennials and Gen Z use social media to get to know a brand’s personality; what it stands for, and what it values.

Businesses must recognize the power they have as agents of change. Customers expect brands to be socially responsible. As marketers, you’re in a unique position where you manage the story your brand tells. And as we look to the future of marketing, incorporating ethical marketing into your brand story is essential.

Sustainable marketing

For years, marketing and marketers have been associated with the negative side of consumerism. From fast fashion to fast food, marketers were often held accountable for the impact of the industry they were a part of. But this is no longer the case.

Best exemplified by a slogan adopted by Burger King in 2020, brand priorities have shifted: “Since we are a part of the problem, we are looking to be part of the solution”.

This, of course, is a broad generalization but it demonstrates the significant shift in marketing over the past couple of years. Today, brands are increasingly aware of their impact beyond sales and market shares. And so are customers.

It is now a proactive consideration for many customers. Over recent years, concerns over sustainability have caused 89% of audiences to change their shopping behavior in some way.

Simon-Kucher & Partners. (2022). Degree to which consumers' purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022. Statista. Statista Inc.. Accessed: August 08, 2023.

What’s more, in the coming years, we’re going to see this continue to grow. Millennials are currently the top generation for green consumption, but as Gen Z enter the labor market and their purchasing power grows, their influence and desire for sustainable goods, products, and services will increase substantially.

It’s time to take sustainability seriously. Brands that have done so are already starting to reap the benefits.

Chart: leading results seen by companies investing in sustainable marketing

Purpose-driven marketing

Similarly, purpose-driven initiatives aren’t a new phenomenon. Brands have long been encouraged to include purpose or corporate social responsibility (CSR) activities in what they do. But, until recently, it was considered an add-on – a way to create shared value, give back to the community, and help the environment.

In the marketing world today, however, it’s becoming far more important. The Edelman Trust Barometer found that 86% of consumers expect CEOs to speak out on societal issues. In essence, brands should use their power of influence for good.

The good news for marketers is there is a direct correlation between profits and purpose-driven marketing. Research carried out by McKinsey and NielsenIQ saw that brands communicating their environmental, social, and governance (ESG) initiatives saw an average of 28% cumulative growth over the past five years.

With committed leadership and some financial investment, brands putting purpose at the core of their strategy experience sustained profitable growth, increased relevancy in a rapidly changing world, and deeper ties with customers and stakeholders.

How to add sustainability and purpose to your marketing strategy

Implementing a sustainable or purpose-driven marketing strategy is about your customers as much as it’s about your brand. Customer expectations are at an all-time high. As well as expecting real-time, personalized content relevant to their stage in the customer journey, they also want to connect with brands that are dedicated to a purpose; whose values align with their own.

Customers are four times more likely to purchase from a brand that has a strong purpose. On the other side, 76% of customers have taken action against a brand in response to it doing something they disagree with. That includes no longer buying from the brand, switching to a competitor, and discouraging friends and family from supporting the brand.

A brand’s purpose is a vital part of a customer’s consideration process. To guarantee your brand is reaping the benefits of purpose-driven marketing, it needs to be a core part of your marketing strategy. You can achieve this by:

  1. Defining your purpose
    Focus on social or environmental issues to identify your purpose beyond profit. Consider issues important to your customers.
  2. Establishing goals and targets
    What do you want to achieve? What mission do you want to achieve? Look at brands that have had purpose at their core since the beginning like Patagonia and TOMS.
  3. Communicating and integrating
    Make your purpose a core part of your brand by embedding it into your brand identity, mission, and values. Communicate authentically and craft transparent messaging using storytelling to emotionally connect with the audience.
  4. Engaging customers
    Inform your audiences about your purpose and educate them about how their support drives positive change. Make their contributions vital for your goals.
  5. Collaborating and advocating
    Connect and partner with like-minded organizations and advocate for your joint mission. For example, partnering with Dotdigital ensures every email and SMS you send is delivered with no impact on the environment thanks to our carbon-neutral status.
  6. Measuring and sharing your progress
    Customers are acutely aware of brands greenwashing, rainbow-washing, and other unauthentic business practices. Back up your mission by regularly tracking performance and providing transparent reports.
  7. Adapting and innovating
    Marketing never stays the same, and neither do social issues. Continuously evolve your purpose-driven strategy to address emerging challenges and promote a better future.

A deep dive into sustainability and purpose with Provenance

How to overcome greenwash and green hush in marketing

Marketing’s unease around the risk of greenwashing is a well-known phenomenon, with 49% of marketers reporting it as a concern in the last five years. However, a much less discussed phenomenon is the subsequent leaning towards ‘green hush’, where companies stay silent on social and environmental issues for fear of missteps and recriminations.

The ‘bad’ news is that staying silent on sustainability is not an option for any marketer looking to future-proof their strategy. With consumer demand for sustainability continuing to grow, more than 4 in 5 marketers surveyed by WFA and Kantar said that companies need to be braver in their efforts to communicate in this area.

The good news, however, is that companies have a huge amount to gain by leveraging sustainability, not least through effective real-time marketing strategies. Here are three tips to ensure your efforts land well:

  1. When it comes to sustainability and real-time marketing, brands should target events and campaigns that truly align with their positive impact. Instead of jumping onto the bandwagon of the hour, focus on relevant causes and topics and make sure all communications are rooted in the reality of your supply chain.
  2. Companies should look to embed sustainability throughout the customer journey, to give a consistent experience. Choosing to only highlight sustainability with ad hoc PR or social media pushes, for example, may diminish the credibility of your narrative. What’s more, by landing effective sustainability messaging at checkout in-store or online, companies stand to boost purchase rates by up to 35%, as well as grow customer loyalty.
  3. Transparency is a powerful risk reducer for greenwash-wary marketers, enabling you to comply with regulations and improve brand trust. Make sure you back up all sustainability messaging and claims with easy-to-access evidence, using third-party certifications when you can.


In this rapidly changing marketing landscape, it’s more crucial than ever for you to future-proof your marketing strategies. The key to staying relevant, competitive, and adaptable lies in embracing agility, fostering a culture of innovation and continuous learning, and preparing for the trends shaping the future of marketing. These trends include recognizing the importance of data and privacy-first marketing, embracing the ever-evolving customer experience, and meeting the growing customer expectations surrounding your brand’s purpose and social responsibility.

By understanding and effectively leveraging advances in AI, personalization, predictive analytics, and new channels such as voice search and social media, you can create more meaningful, personalized experiences for your customers. Additionally, adopting a purpose-driven approach to marketing will help you connect with your audiences on a deeper level, strengthening your brand’s reputation and its impact on the world.

To remain at the forefront of the marketing landscape, it’s essential to start implementing future-proofing strategies today. This will ensure your marketing team is well-equipped to navigate uncertainties, capitalize on new opportunities, and excel in the ever-evolving world of marketing.

How to future-proof your marketing strategy
  • Utilize data effectively by focusing on organization, enrichment, and privacy-first marketing.
  • Incorporate AI into marketing strategies for efficient targeting, improved customer insights, and increased ROI.
  • Embrace real-time marketing through various channels such as SMS, WhatsApp, and live chat.
  • Optimize additional channels to cater to the growing market and customers’ changing preferences.
  • Implement sustainable and purpose-driven marketing strategies to connect with customers on a deeper level.

Find out how Dotdigital can help you meet present and future marketing challenges