What's not going to change: constants in marketing

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Marketers get very excited by change, which is often presented as pervasive, fast and difficult to predict. Machine learning (artificial intelligence) is the current hot topic: will it produce popular unrest and alarming challenges to the capabilities of states, or gradual change and something more benign? There is no consensus. Professor Stephen Hawking has said: "Success in creating AI would be the biggest event in human history. Unfortunately, it might also be the last." And there are the 'black swans' or 'unknown unknowns', to revisit Donald Rumsfeld's memorable phrase. How can you plan for those?

All of which makes fools...

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