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Peering into tomorrow

Al Masaood’s Marwa Kaabour outlines seven trends that may shape the future of marketing

The marketing landscape is in a perpetual state of evolution, constantly adapting to emerging technologies, societal shifts, and evolving consumer behaviours.

While we can anticipate some of the trends on the horizon, truly innovative marketers are always looking beyond the obvious, exploring the speculative future of our industry.

Here are seven trends that may shape the future of marketing, pushing boundaries and challenging conventional wisdom. While some of these trends have already been explored, it’s crucial to emphasise the ethical considerations surrounding data privacy and consent. Marketers must therefore navigate these emerging fields with caution and mindfulness.


With the proliferation of voice-activated assistants like Siri, Alexa, and Google Assistant, voice search and voice commerce are poised to become integral components of marketing strategies. Brands would need to optimise their content and advertising efforts for voice search queries, ensuring they remain discoverable in a voice-first world.

On top of that, developing voice-activated experiences will be crucial for engaging consumers through smart speakers and other voice-enabled devices, opening up new avenues for brand interaction and customer service.


As personalised medicine gains traction, marketers will have unprecedented access to consumers’ genetic data, allowing for highly targeted campaigns and product offerings.

Leveraging genetic predispositions and health profiles, brands in the healthcare and wellness sectors can tailor their messaging and offerings to individual consumers, fostering deeper connections and driving loyalty.


Advances in neuroscience and Brain-Computer Interfaces (BCIs) hold the promise of unlocking deeper insights into consumer behaviour and decision-making processes.

Marketers may be able to measure and influence consumers’ brain activity and emotional responses to marketing stimuli, enabling them to design more effective campaigns and experiences.

Through understanding how the brain processes information, marketers could create content that resonates on a subconscious level, driving engagement and conversion rates. For instance, Coca-Cola has employed electroencephalogram (EEG) technology to gauge consumers’ neurological reactions to various packaging designs.


The widespread adoption of wearable devices and biometric sensors presents marketers with a wealth of data on consumer physiology and behaviour. Leveraging biometric feedback such as heart rate, skin conductance, and eye tracking, marketers could be able to gauge consumer reactions to marketing campaigns in real-time, optimising content and user experiences accordingly.

This data-driven approach ensures that marketing efforts reverberate more effectively with target audiences, enhancing engagement and brand perception. ‘Adidas Runtastic’ is a great example of an app that tracks users’ heart rate, movement, and other biometric data during workouts to provide personalised training recommendations and promote its athletic products.

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In an increasingly digital and automated world, brands that demonstrate empathy and emotional intelligence will distinguish themselves from the competition. Marketers will prioritise building authentic connections with consumers by understanding their emotions, values, and aspirations.

For example, providing tuition assistance for ambitious students through our New York University Abu Dhabi Student Scholarship, Al Masaood not only empowers ambitious students but also demonstrates a sincere understanding of their aspirations. This initiative encapsulates the essence of empathetic branding, fostering loyalty and advocacy while enriching lives along the way.


As communities become more interconnected, marketers will shift towards neighbourhood-centric marketing strategies that prioritise hyper-local targeting and community engagement. By leveraging geolocation data and social networks, brands can connect with consumers at the neighbourhood level.

This localised approach not only strengthens brand affinity but also drives word-of-mouth referrals and community advocacy. Starbucks is known for implementing hyper-localised marketing campaigns, such as offering exclusive discounts to residents of specific neighbourhoods, to strengthen community engagement and drive foot traffic to nearby stores.


Advancements in holographic technology present marketers with innovative opportunities to engage consumers in immersive brand experiences.

Holographic displays featuring brand ambassadors can deliver personalised recommendations and drive engagement both online and offline.

Whether it’s a holographic representation of a brand mascot or a virtual spokesperson, these interactive displays captivate audiences and leave a memorable impression, enhancing brand visibility and connection in an increasingly digital world.

These future trends represent potential directions that the marketing industry could take as technology continues to evolve and society undergoes transformative changes. While some of these concepts may seem far-fetched today, they illustrate the boundless possibilities for innovation within the marketing sector.

At Al Masaood, we firmly believe that embracing cutting-edge technologies propels us to the vanguard of immersive brand experiences, allowing us to forge deeper connections and elevate consumer engagement.

By Marwa Kaabour, Group Head of Marketing & Corporate Communication, Al Masaood