The changing face of marketing

Chuck Kapelke

New technology provides unprecedented insight into consumer behavior and attitudes, but also means that marketers are expected to utilise mountains of metrics when forming actionable plans to guide corporate strategy.

The changing face of marketing

Chuck Kapelke

Given what is expected of today's marketing organization, is it any surprise that only 13 percent of senior marketers recently surveyed by the ANA say they are “very satisfied” with their company's marketing structure?

Thanks to the rise of new technologies that provide unprecedented insight into consumer behavior and attitudes, the modern marketing organization is expected to do it all and then some: make sense of subtle shifts in consumer demand, sustain multiple partner relationships, and massage mountains of metrics into actionable plans to guide corporate strategy. “The world is changing; it's a...

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