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It is clear that the skills that brought us through the 20th Century have not prepared us for the next 100 years. Or even the next decade.
Technology, social media and consumerisation has disrupted industry after industry, and while marketing operates in most firms at the forefront of customer experience, many marketers feel out of their depth with the vast array of skills and capabilities that are required. The disruption adds to the anxiety that ripples out across the organisation. Over the last year I have spoken at conferences and forums in Australia and internationally, consulted with organisations and governments and helped develop new capability roadmaps, skilling programs and events. And the challenges and fears are largely the same. What I have found, is that this anxiety is reverberating far beyond the marketing department. In the 21st Century, we are all marketers, and we are unprepared for this new future. |
In response, I have written an eBook that builds on a series of blog posts and articles, observations, projects and presentations that I have made throughout the year. It looks at the shifting landscape and suggests ways forward for individuals and teams.
This eBook is available for immediate download as a PDF.