2010: The year marketing dies…
December 22, 2009 |
Marketing's been under attack for some time, but in 2009 we witnessed the most profound evolution the marketing world has seen in fifty years or more, says Forrester analyst Augie Ray.
The pace of change is not going to lessen in 2010. Core elements that have driven marketing practices for decades--such as messaging strategy, mass media, PR, advertising, and others--will continue to change rapidly.
In 2010 and the years that follow, everything will change: job expectations, skills, metrics, structure, budgets, agency demands and compensation, and the role of the marketing function within the organization. While the changes will be difficult, they will also be extraordinarily exciting. In the end, the marketing organization will be integral partners in everything the enterprise does, living up to Peter Drucker's famous quote: "Business has only two basic functions -- marketing and innovation."
Marketing is dead. Long live marketing!
Get the full story at The Forrester Blog
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