World Expert on Digital and Mobile Marketing Trends
Luiz Moutinho, a leading expert in marketing, the founder of FutureCast Lab - the laboratory for marketing forecasting, and Professor of BioMarketing and Futures Research at Dublin City University Business School, delivered a lecture on ‘Digital and Mobile Marketing Trends’ for students of the master’s programmes in Marketing and Global Business.
Professor Moutinho seized the audience’s attention by talking about modern marketing trends, mobile advertising, Internet of things and big data. In his opinion, marketing today is based on the technologies that use gadgets and the Internet to learn more about the consumer, from his/her location to personal information, interests and social activity. Therefore, the future of advertising is in personalized offers that automatically adapt to the consumers’ specific needs. Today it is difficult to imagine that a banner on the street can show ads relevant to the individual passersby, or that a customer might get a discount on apples in a store, because the programme already knows that he/she loves fruits, but such changes may become a part of everyday life soon.
‘Nevertheless, the more time we spend with gadgets, the more we appreciate people and time spent offline,’ says Moutinho.
The Professor also spoke about the brands and their value to the customers. He believes that the essence of brand strategy is in the company’s behaviour, its values and unique history, and not in the functional qualities of the product and technologies. ‘Emotional branding makes business noticeable.’
Moutinho suggested changing the 4P’s of marketing (Price, Product, Promotion, and Place) to 4E’ (Customer engagement, experience, exclusivity and emotions), as the consumer’s experience exceeds the influence of advertising when choosing a product. In his opinion, this concept may well become widespread.