The evolution of marketing: The client perspective

Fiona Blades

A four part series that explores the implications around the evolution of marketing, and how marketing leaders can best manage the many challenges facing them today.

Marketing is ever-changing, and the pace of change means marketers need to continually adapt and evolve. The pandemic catapulted change, media is more fragmented than ever, consumer attention is scarce, culture is splintering and we are on the dawn of web 3.0. To successfully navigate all this change, there are significant challenges that marketing needs to overcome, such as:

  • In many companies, there is a short term rather than long term horizon. In a recent ISBA study, 58% of brand owners still look at a three-month horizon for campaign measurement.
  • Changing consumer behaviour, with declining attention spans and more empowered...

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