We’ve all heard many, many, many times that marketing is changing. After a while, it’s like hearing the Earth is turning. So what?
What most marketers don’t know is how much or how fast it’s changing. That change is already having a huge impact on brands, job, agencies, budgets and the nature of marketing itself. And the pace is accelerating.
Carl Doty understands this very well. He’s vice president at Forrester Research, directing the group serving marketing leadership and customer insights.
At the Forrester Forum for Marketing Leaders this month, Doty strutted up and down the stage in a keynote address, trying to impress upon the audience just how critical it is to shift away from campaign marketing and toward contextual marketing. His latest research, "The Power of Customer Context," was published a few days later along with another study by his Forrester colleague Melissa Parrish.
5 Minutes with Forrester's Carl Doty: Customers Define Your Brand
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