“[Marketers have to] work far harder than we ever have in the past.”
—Andy Gibson, formerly CMO at Bacardi
The environment in which marketers operate has changed fundamentally. The last decade brought new platforms, new channels, new customer expectations, new challenges and, lest we forget, new opportunities.
Large companies have begun to recognize challenges and form a response, their disparate strategies coalescing around a few key points of consensus. There is an increasing recognition that marketing—and business as a whole—must deliver authenticity, relevance, and transparency if a company is to thrive in the next decade and beyond.
Although there are indeed constants in the field of marketing, change ...