There’s an obsession with change in marketing. If anything can be guaranteed, it is that somewhere, some marketer will be on a conference stage declaring the pace of change in the past 10 years has been faster than the last 50, and that marketing will be unrecognisable in a decade’s time.
Whether it’s the funnel, loyalty, engagement or customer expectations, there is a queue of people lining up to tell you everything you hold dear, every established practice that has propelled you to this stage of your career, is redundant. Change or die is a message typical of many presentation decks at conferences.
The role and responsibility of a marketer is not immune. Agitators for change want the CMO and other established titles to be dropped to better reflect customer and company need. It is a trend set to continue into 2020.
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