One of the trends I like to follow is how marketing is changing as a profession.
The rise of digital with its clear measurability and the recessionary climate has dragged everyone's attention back to accountability.
I believe we are seeing unswerving adherence to practitioner expertise, particularly around the art of branding, starting to give way to a more evidenced based approach. This is also evident in other professions, most notably medicine. (See Ian Avers excellent book - Super Crunchers).
Of course the very best marketers have always used customer intelligence in all its guises but in my experience these kinds of practitioners are the rare exception.
In support of my belief Marketing Week's recent article Marketers make intelligence choice makes reassuring reading. The piece sites a recent Forrester report which claims that the future ranks of chief marketing officers will come from the "customer intelligence" division of the business.
Comments