I've been asked to write a book on the future of marketing by the guys at Pearson.
Obviously, that's rather a broad remit.
I'd like to use this blog to test out ideas, gather insights - and, probably, beg for help.
In the first instance, I've put together some of the big questions I'd like the book to (attempt to) answer. I'd love to get
- your thoughts
- your answers
You can drop your feedback in the comments section, or you could email me at firstname.lastname@example.org.
- What was marketing like when you began your career?
- What do we mean by 'age of customer'?
- Has 'brand been democratized'?
- Has 'multi-channel' got more complicated? How?
- How do you assess strengths/weaknesses of new channels
- How do you ensure that you 'conduct'/coordinate these many channels to deliver a consistent brand voice?
- How has the flood of customer data impacted on you?
- How do you 'find the signal in the noise'?
- How do you ensure you share data better internally?
- How have you prepared for the future re privacy/data risk?
- Has customer expectation of their interaction with your brand changed? (personalised, content, storytelling)
- Has customer expectation/centricity meant you've made changes beyond simply the marketing department?
- How has 'building and preserving a brand' changed?
- Should marketing be 'real time'?
- How do you change your company to ensure marketing can move 'at the pace of the customer' (conversation, creative in house, etc)
- How can companies sensibly reorganise themselves/change process and organisation to ensure customer insight is gathered effectively and shared quickly to inform relevant people within companies? Should marketing therefore take on a more strategic lead within business?
- What should companies do to provide better customer experience? How should they refashion internal departments and priorities to give themselves the tools to do so?
- Agility and Efficiency - how should tracking impact and measurement sensibly change to do better at showing results? Equally - what can companies do and change to become more agile - without becoming more cavalier?