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For B2C Marketing Professionals

Emerging Touchpoints Require A Marketing Mind Shift

February 19, 2013

Primary author headshot


  • By Anthony Mullen
  • with Christine Spivey Overby,
  • James McDavid,
  • Emily Kwan

Why Read This Report

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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Table of Contents

  • Digital Disruption Shakes Marketing's Core
  • Emerging Technologies Demand New Marketing Fundamentals

  • Spend More On Innovation And Customer Insights, Less On Paid Ads

  • Expect New Co-Marketing Partnerships And Assisted Thinking
  • Supplemental Material
  • Related Research Documents