Emerging Touchpoints Require A Marketing Mind Shift

February 19th, 2013

Anthony Mullen

With contributors:

Christine Overby , Emily Kwan , James McDavid

Summary

Emerging technologies — from smart objects and wearables to behind-the-scenes taxonomy tools — radically change how your customers think, act, and relate to others. Marketers who try to respond to these seismic shifts with today's practices and skills will fail. This report is designed to help you take action according to four new marketing fundamentals: 1) Design is the new marketing; 2) value is the currency; 3) agents broker brand relationships; and 4) people are the regulators. To master the new basics, you must spend more on innovation and customer insights, spend less on paid advertising, and formalize working relationships with adjacent practices such as customer experience, analytics, IT, and product design.

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