The marketing organization of the future will be very different from the current structure and culture. The classic model, in which a marketer entrusts a single advertising agency with all communications, seems outdated.
Consumers will become more demanding in the future. Within a few short years, the technical possibilities will be within every consumer’s reach. This will heighten expectations toward companies and consumer tolerance for bad products and service will become all but non-existent. Also, the initiative to come into contact with a brand will reside entirely with the consumer since technology will make it increasingly easy for consumers to shield themselves from commercial messages. On social media, too, consumers only wish to be linked with a limited number of brands.
As a result, companies will have to invest heavily in three dimensions in the years to come: