Today, virtually every marketer is facing relentless pressure to change. Everything around you is changing at an accelerating pace: channels, media options, relationships, organizational structures, technologies, markets, products, services — and most important of all, customers. The Future of Marketing shows how to reinvent marketingfor your radically new environment.
In this “by marketers, for marketers” primer, pioneering thought leader Nicholas Johnson investigates the key and emerging trends marketers are facing, from shifting customer expectations and fragmenting media landscapes to the challenge of synthesizing vast troves of data into actionable knowledge. Johnson explains how these trends are eradicating ‘marketing’ as we know it, and helps you respond by refashioning organizational structures, marketing campaigns, marketer roles, and much more. You’ll learn how to:
Move from “campaigning” to storytelling and authentic conversations
Achieve true ‘real-time marketing” and greater agility throughout the marketing function
Migrate from big TV buys to a pervasive multi-channel/omni-channel approach
Accelerate marketing processes, eliminate bureaucracy, and optimize agility
Mitigate risk when everything’s moving at lightspeed
And much more
Johnson supports his recommendations by taking you behind the scenes with some of the world’s top marketing teams, at companies including L’Oreal, Old Navy, Time Warner, Adidas, HP, McDonalds, Wells Fargo, and Universal. These highly-successful marketers have recognized that they too must change to flourish in a radically new environment. Johnson shows how they’re planning and executing those changes — and how you can, too.
- ISBN10 0134084500
- ISBN13 9780134084503
- Publish Date 30 June 2015 (first published 20 May 2015)
- Publish Status Active
- Out of Print 4 May 2022
- Publish Country US
- Imprint Pearson FT Press
- Format Hardcover
- Pages 272
- Language English