There seems to be a leadership refrain of late that this is both the most exciting and yet challenging time to be a marketer. To put some specific perspectives on this, our own David Rogers presented at The Economist's Big Rethink conference last month on six key factors that he sees transforming the near-term future of marketing.
Not surprisingly, big data is one of the themes, and he notes in particular how it will give rise to 'the addressable consumer' in which companies can track and follow consumer experiences and personalize each touchpoint with a potential customer. As a corollary, he also notes increasing 'technodiversity', in which businesses will have to continue to learn how to interact with customers on an ever increasing array of media platforms.
Read more about these two themes -- as well as: advertising's hollow middle, invisible threats, two minds of marketing, and the vanishing CMO -- on David's blog post for The Economist.
WATCH, VIEW, and COMMENT on David's full presentation and slides for Big Rethink.