The marketing landscape is changing rapidly. Twenty years ago, social media was a foreign idea with very few people paying attention to it. Now, it’s not only an integral part of people’s lives, it’s an important tool that companies use to market their services and reach their audience.

As a marketing professional, it’s good to keep an eye on how things are changing in the industry to ensure that you remain relevant. Just to help you, here’s 3 changes that will affect the future of marketing.

The growing relationship between online and offline

As social media and online platforms increase, there’s no doubt that digital marketing is growing in importance. Yet, that does not mean that there’s no room for traditional marketing – tv, radio, print. In fact, the price of data in many African countries is still quite high, which means that many people still rely on traditional media for news, entertainment and other programs.

The reality, therefore, is that as a marketer you must continue to rely on both online and offline platforms to share your message.

Mobile Marketing is going to grow

It is crucial to consider mobile devices as part of your marketing strategy. According to research, the number of smartphone connections across the continent almost doubled over the past few years, reaching 226 million. Research shows that this number is only going to increase as the price of smartphones reduce.

More importantly, people are spending more time on their phones. These new dynamics mean that you need to consider making mobile friendly content to reach more people.

A shift from selling to building relationships

Havas Group, a multinational advertising company, conducted a survey that revealed that people wouldn’t care if 74 percent of brands they use vanished. Dominique Delport, the managing director, blamed this on the fact that people have so many choices that they don’t have to be loyal to any brand.

What this means is that, now more than ever, marketing has to be less about selling and more about giving people meaningful experiences. It means taking time to form a bond with customers, which ultimately encourages loyalty.

One of the best ways to stay on top of the marketing trends is to keep building your knowledge. If you’re interested in continuing your studies in Marketing, then LUCAS College has the right program for you. We offer an MBA in marketing that prepares you for the changes in the marketing industry and helps you reach the next stage of your career.

We have a brief guide that gives you a glimpse into our MBA in Marketing program and helps you know what it takes to become a Master in Marketing. Simply download below and learn how to take your career to the next level.