Marketing's future lies in consumer engagement

This article makes the argument that marketing’s future lies in consumer engagement and that how consumers engage with brands will determine marketing's future success.

Marketing's future lies in consumer engagement

Janet HullIPAMelanie HowardFuture Foundation

How consumers engage with brands will determine marketing's future success, according to The Future of Marketing and Agencies, a joint report by The Future Foundation, IPA and Advertising Week Europe 2015. The report identifies the drivers of change, providing ten-year scenarios to guide agencies and clients on strategic choices for their futures. Janet Hull and Melanie Howard explain.

During our research, we conducted an in-depth analysis of consumer trends, consultation with CMOs, a review of the previous 2006 IPA Futures report, and a series of...

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