Why the problem with marketing is engineering

This article argues that most corporations are not built for the digital age and marketers must set about re-engineering them so that they can adapt and be successful.

Why the problem with marketing is engineering

Matt HoltOgilvyOne UK

As changing consumer behaviour, channel proliferation and technological advancement all converge, corporate infrastructure must be re-engineered if brands are to thrive in the digital age.

A study from Adobe entitled 'Digital Distress' found that 76% of marketers feel that the marketing industry has changed more in the past two years than it has in the past 50.

To be honest, I'm surprised that the percentage isn't 100%. The rapidly changing behaviour of consumers, the proliferation of channels and advances in technology have all converged to drive the biggest and...

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