August 9, 2017 | Written by: Jeremy Waite
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The first IBM marketing presentation I ever heard opened with the quote, “It was the best of times, it was the worst of times.” That famous quote, taken from Charles Dickens’ A Tale of Two Cities, seems to sum up the current state of marketing.
Marketing today: tech drives innovation…and anxiety
On the one hand, there’s never been a more exciting time to be a marketer:
- It’s easier than ever (in theory) to reach large audiences very fast.
- New startups are disrupting traditional brands almost weekly.
- New business models are providing all kinds of new career opportunities.
In short, the technologies we now have at our disposal are allowing us to do things that we never thought possible just 20 years ago.
On the other hand, executives are worried:
- Big data is getting bigger.
- Attention spans are getting shorter.
- Marketing strategies that worked three years ago don’t work anymore – not to mention the amount of marketing technology vendors keeps doubling each year.
These dramatic changes explain why so many of us feel overwhelmed and underprepared for the challenges that our businesses will face over the next five years. One report I read suggested that 80% of C-suite executives feel like they just can’t keep up with this rate of change.
So, what are we to do about it?
Well, let’s first make sure we have a clear sense of the landscape. I worked with our friends at Econsultancy to put together “The New Marketing Reality” report. They’ve done a wonderful job speaking to more than 1,000 senior marketers, in order to try and establish exactly why the industry is changing so fast – and, more importantly, where the opportunities lie. We focused our research on the UK, but also took opinions from USA and APAC to have a more global perspective. What you’ll find is staggering.
Econsultancy report surfaces rich opportunities for marketers to explore
In “The New Marketing Reality,” you’ll learn how “dark social” is changing the entire way that consumers behave. But often, marketers don’t even see it as a significant problem (yet). You’ll notice how some marketers are doing incredible things with the technologies they have available. However, the vast majority feel that their organizations are only just at the beginning of their digital transformation. Loyalty marketers are still struggling to build affinity. And traditional marketers are still trying to understand the relationship between online and offline.
All in all, this fascinating piece of research explains why the current state of marketing is both the best of times and the worst of times. Yes, we’re facing difficult challenges. But within these challenges lie great opportunities to build better customer experiences and deeper relationships. There has indeed never been a more exciting time to be a marketer.
Welcome to The New Marketing Reality! Download the eye-opening report now.