Roles within marketing firms are changing with growing adoption of AI

Retro marketing

The roles within marketing organisations are changing with growing adoption of AI (artificial intelligence). According to Pegasystems Inc, despite these changing trends, old-style marketing won't lose its relevance. This is because the current wave of digital marketing has become overcooked. In response, marketers will look back to more traditional analog and out-of-home strategies with fresh eyes. This resurgent "retro marketing" trend will find an audience with digitally weary consumers looking for a more personalised, human relationship with the brands they engage with.

With this approach, marketers will ask themselves: Did we increase engagement with targeted contacts? This will become the standard to measure all marketing campaigns. By building a contact engagement model that underpins all interaction channels, marketing departments can then measure expenditure increases against engaged contacts within the customer organisation.

Healthy living

In a new report titled Top 5 Trends in Health and Wellness, Euromonitor International has found that health and wellness packaged food is growing faster than regular packaged food. This trend is driven by consumers preferring more natural offerings as they aim to adopt a more holistic approach to a healthy diet. "The big winners of this trend are organic and free from foods, particularly in Western Europe and North America, where fashionable eating habits and health-conscious consumers are making organic and free from food more popular," the report says. The trends in this category show a popularity in developed markets as a more natural and sustainable offering, fortified/functional foods losing traction in the Western world, a movement from the concept of weight management towards the adoption of a diet to help remain energetic for as long as possible and broader shifts in how consumers shop for packaged foods.