Marketing Communication trend

Problem: What are the future trend in marketing communication
Learning Objectives:
1. What are the current trends?
2. What are the future trends?
3. How does technology affect marketing communication?

Answers:
1. What are the current trends?

David Meerman Scott explained in the book "The new rules of marketing and PR" how the marketing has changed and the new ways of communication has been applied by the marketers that reach the buyers directly.
According to the author, the marketing nowadays is not just a one-way communication but the interaction between the advertiser and the audience. People want more participation in the company's campaigns. They require more information. The marketers must think about driving the audience into the purchase process via the online content such as blogs, online videos, press releases and others where customer's needs can be found.
The web-based communications are now the popular tools for the marketers to reach buyers directly.
People use the web for conducting detailed research on products and services, joining music fan club, reviewing products, discussing hobbies and trading goods on online markets. This is the age of online marketing so the necessity to the marketers is to have as much as possible the online audience, followers and subscribers.

2. What are the future trends?

Live Streaming Videos 
Video is a must-have marketing tactic to engage the audience. They prefer to find entertainment and education on YouTube over conventional channels like television. Snapchat, YouTube, gifs, Vine, and more are being consumed at a rapid rate. Streaming video takes this to the next level, and platforms like Periscope and Blab have put interactive live video into the hands of anyone with a smartphone. 
Content marketing
Storytelling will be the key role to draw the attention of the audience and with the influencers on board, there will be more organic marketing.
Omni Channels

This will create the integrated shopping experience for the consumers from the online shopping on desktop and mobile device to physical store.

Virtual reality and 3D commerceWith virtual reality technology, the customers can have the on-ground preview of the products or services while they are watching their favorite TV shows.

Bibliography

Scott, D. (2015) The new rules of marketing and PR, John Wiley & Son Inc, Canada.

http://www.forbes.com/sites/danielnewman/2015/11/03/the-top-10-marketing-trends-that-will-define-2016/#21ac431c7d58
https://medium.com/disrupting-the-world-one-innovation-at-a-time/the-wizards-of-omni-how-disney-and-uber-transformed-omnichannel-from-fantasy-into-reality-88206665cf02#.wqnr9yp7r