While most of the impact of technology on marketing has been tactical so far, over the next decade or so there will be a major strategic transformation.
Today, however, digital technology has enabled us to retarget consumers when they respond to a message and that has changed marketing forever. In effect, we must make the shift from grabbing attention to holding attention.
That means that brands will have to learn to be more like publishers and develop content skills. It also means that marketers will have to create a genuine value exchange rather than just coming up with catchy ad slogans and price promotions. Like it or not, we’ve entered a post-promotional paradigm....
Via Jeff Domansky