If we examine the history of marketing, it's evident that it has been significantly impacted by shifts in user behaviour and technology. From the early days of the industrial revolution to the rise of technology-driven marketing, the era has transitioned from TV and mass communication to the current age of hyper-targeted messaging powered by AI. Now, communication adapts not only based on names but also factors like location, offers, and products.

Previously, marketing trends would change over decades, but this cycle has condensed to mere months. In the past, brand awareness took years due to limited touchpoints. But now, brands maintain continuous communication with users through various channels—social media, digital platforms, mass media, content integrations, and influencer marketing—allowing for rapid awareness.

The role of technology in marketing remains pivotal. While AI and ML were once buzzwords, their use in scaling message personalization represents a significant step forward. AI enables brands to tailor messages based on location, product, and user history with the brand's app/website. The application of AI in video and voice cloning reduces dependence on extensive shoot productions. This not only saves production costs and time but also reduces turnaround from weeks to hours.

AI and ML also play a substantial role in predictive analytics and big data, assisting marketers in making informed decisions. As economists rightly note, "Data is the modern fuel" powering insights and informing effective marketing strategies.

Another frontier making strides is Augmented Reality (AR) and Virtual Reality (VR), promising immersive experiences. Initially associated with entertainment, AR and VR applications are expanding into sectors like retail and e-commerce.

This technological evolution in marketing is driven by changing user behaviour. In the pre-social media era, users were available on one or two platforms, but the emergence of digital and social media has introduced diverse channels, including content integration, influencer marketing, and personalized messaging. Users are consistently engaged with their mobile phones, evident in the shift from website purchases to app-based transactions, highlighting the forthcoming shift to "Voice Search & Image Search."

Global market exposure has raised user expectations, prompting a desire for world-class products, services, and communication. Data-driven marketing has become the norm, with cohort-based targeting giving way to hyper-targeted messaging for significant user retention. The future of data-driven marketing is leaning towards communication-based user definitions, emphasizing hyper-personalization and marketing automation for individual workflows.

Present-day users are conscious of sustainability and social responsibility. The younger generation, especially Gen Z, actively considers a brand's impact on the environment, leading to increased engagement with social causes. Brands are aligning with these concerns to occupy a significant space in the minds of users.

Following global trends is/was once synonymous with the fashion industry, but in today's interconnected world, customers monitor global trends and demand the same level of quality and experience from brands. This shift has compelled brands to adopt global best practices in marketing and execution. Previously, marketing trends and technologies took years to reach various countries, but this cycle has shortened to weeks. Marketing automation and analytics firms now create custom solutions for each country, considering demographic and cultural nuances.

In today's world, marketing extends beyond user communication; it has evolved into a dynamic interplay of trends, technologies, and customer behavior. Every brand must be prepared to adapt to changing trends and customer expectations.