Get to know Béres Szilárd's 2-5-10 year marketing roadmap: this is the secret to competitiveness for the next decade!
Béres Szilárd's study published last September is titled „The Future of the Hungarian Advertising and Marketing Industry” – not without reason: the author outlines a marketing strategy spanning 10 years. Although 10 years is considered an extremely long time in this industry, the author (who is a university lecturer and a marketing professional with decades of experience) presents the big picture in such a way that he connects practical, step-by-step forecasts with short-, medium-, and long-term trends, thus providing tangible guidance for professionals to navigate disruptive changes.
The study is based on the premise that the Hungarian advertising and marketing industry will undergo unprecedented technological and social changes over the next decade, fundamentally overturning traditional operating models. Data-driven decision-making, the seamless integration of artificial intelligence (AI) into daily processes, and the consistent application of empathetic strategies based on real consumer needs are essential for success. Companies and marketing professionals must flexibly adapt to this dynamic environment, ensuring their long-term competitiveness in the face of global trends through continuous learning and innovation.
The study examines three important periods:
Short-term forecast (2025–2027)
The near term is shaped by a stabilizing economic environment and increasing consumer confidence, which brings noticeable momentum to advertising spending.
Digital dominance
The rise of digital channels is continuous: their share of the total advertising pie could climb to as much as 60-65%. Short video content (such as TikTok or Reels), retail media, and programmatic advertising drive the growth.
Technological adaptation
Artificial intelligence (AI) becomes an everyday tool in marketing, particularly in accelerating content creation and data analysis. Marketing automation also becomes widespread among small and medium-sized enterprises (SMEs).
Conscious consumers
In addition to price sensitivity, consumers increasingly seek value, quality, and authenticity. The role of honest brand communication and user-generated content (UGC) by real users is strengthening.
Professionalizing influencer marketing
Influencer marketing matures into a well-established weapon, where long-term, authentic partnerships and micro-influencers take center stage.
Medium-term transformation (2028–2030)
Over a longer, five-year horizon, marketing and technology will completely merge. Generation Z will be the key target group, and sustainability and ethical operation will become fundamental expectations.
All marketing will be digital
More than 70% of advertising spending will flow to digital channels. Marketers will need universal digital skills.
Hyper-personalization
Through AI and data platforms, real-time, personalized communication is born. „Always-on” marketing becomes the norm, with automated customer service.
New realities (AR/VR)
Augmented reality (AR) integrates into everyday life, such as virtual try-ons, while virtual reality (VR) plays a leading role in niche experiences.
Transforming agency model
Agencies specialize in strategic consulting and technology integration. Repetitive tasks are automated, allowing human creativity and strategic thinking to come to the forefront.
Long-term forecast (2031–2035)
A decade from now, the boundaries between today's online/offline and human/machine will blur. Marketing will integrate into everyday experiences, and consumer power will reach its peak.
Implicit marketing
Advertisements seamlessly weave into smart devices, home environments, and augmented reality. Communication is often filtered through consumers' own AI assistants.
Media ecosystems
Brands offer not just products but build complex ecosystems – with community, platform, and even their own digital currency – to retain loyalty.
The revaluation of the human factor
In AI dominance, creativity, empathy, strategic vision, and ethical judgment will be the most valuable. Marketing will become a multifunctional, higher-level profession.
Social responsibility
Companies will be expected to actively solve social and environmental issues, which will become central to brand communication.
The key to success
The future winners will be those companies that put technological innovations in the service of consumer trust and credibility, responding agilely and responsibly to changes.
Why is this study mandatory for every marketer?
Szilárd Béres's study goes far beyond mere predictive analyses: it offers a sophisticated, practice-oriented action plan for every player in the Hungarian advertising and marketing industry, capable of elegantly navigating technological disruptions and profound social transformations while maintaining professional focus.
For marketing professionals, this writing is a masterclass on the everyday integration of artificial intelligence – from precise campaign optimization to dynamic creative content generation – where the emphasis is on the conscious preservation of human values: empathy, intuitive creativity, and authentic storytelling, which create an essential foundation for building long-term consumer trust and establishing outstanding relationships even amidst digital noise.
What is certain: everything is changing in marketing. Szilárd Béres encourages us to look at change from a different focus: with continuous, flexible learning, data-driven decision-making, and sustainable, ethical strategies, you can not only survive but also occupy a true market leader position.
Read the full study, integrate the roadmap into your own practice, and be the forward-thinking marketing professional who is already prepared for 2035 – the marketer of the future does not just react to tomorrow but actively shapes it.
