What's Next in Marketing
All about outrunniung the Bear
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The marketing ecosystem is being redefined and reconfigured by transformational digital developments. With it, the skillset needed to be an effective marketer is also changing. Tools and strategies that were cutting edge even five years ago are in flux as the complex mesh of human experience, data, content and new technologies coalesce in ever shorter periods. This dynamism of what is possible creates friction, especially when supplanted onto older marketing organisation structures that have often evolved at more incremental rates. Rapidly loosening constraints on what marketing can do and how it can do it combined with the shifting background environment together create a significant issue for leading marketers, who between them control more than $500 billion in advertising budgets[i].