What Is The Next Big Thing In Marketing?

As I navigate (read: bumble) my way through life I get to meet lots of interesting people. It doesn’t seem to matter whether I am at work, at the shops, doing activities with my kids or even on a family function.

I am lucky to meet such a rich tapestry of personalities.

At some point in discussion the question is often asked “What do you do for a crust?”

I find it entertaining to observe the reactions of people when I reply “I work within the online marketing industry”

Typically, people’s eyes glaze over and they recite the usual tactics that are associated with online strategy such as: SEO, PPC, banner advertising and social media. Tactics don't best describe what I do for a crust.

I usually respond with “sort of” and move on to another topic, perhaps not really interested in changing the perception of online marketing offered by the person or even trying to explain the complexities involved with the strategy and the constantly evolving nature of the industry as a whole.

In an attempt at being more compelling to talk to, I now skip the murky depths of online marketing and now answer “I generate leads for businesses”.

Most people seem to ‘get’ that response.

Next up, they always ask the golden question.

The Golden Question

As conversations meander and people are pondering, I get asked the age old marketing question……

So what is the next big thing?

Honestly this is a difficult (and loaded) question to answer.

I watch and listen to lots of content from thought leaders within the marketing and media space and have found that I have identified several people that I gravitate to.  I have always enjoyed tuning in to Gary Vaynerchuk and Seth Godin to provoke thought.

I recently tuned in to watch Gary Vaynerchuk interview Seth Godin on his youtube channel and shifted in my seat when Gary asked Seth the question…

“What’s the next big thing in marketing?”

Seth Godin’s response was eye opening

“If the fact that the entire world’s population is connected through mobile devices on this thing called the internet isn’t big enough, then I don’t know what is”…

In hindsight, I found his response deafening but also, well, obvious……and simple.

Watch his answer here from 12:20.

As several weeks have ensued since I have watched the interview, I have continued to think about the subject matter.

I have read that the best way to predict the future is to create it.

With so much information and content on the internet, the infinite space in which we as humans can publish within, and with so many formats in which to communicate, the fight for people’s attention is as competitive as ever.

Which makes me ponder, that if the connectivity that the internet provides is already the biggest thing in marketing, what is the next big thing?

Personally for what it’s worth, I believe the next big thing is the truth.