Marketing is changing faster than ever, and companies will need to continue to evolve their strategies, channels, and communications just as fast to continue to attract and retain customers.
This has been happening for a while, and whether or not marketers choose to see the change that’s developing within the landscape, they need to realise that this “seismic shift,” as my co-author, Daniel Newman, likes to call it, is going to mandate changes to the way that practices have traditionally functioned.
When Dan and I wrote EVOLVE, we had already been practicing much about what the book preaches. But there is a gap that continues to exist in the market where many marketers continue to eschew these new practices, either because there isn’t enough evidence of their effectiveness or simply because they don’t know.