Leveraging insights from data is a big opportunity for companies. However, “big data” is not just a marketing challenge — success requires organizational buy-in starting at the top, along with a close partnership with IT.
Organizations are moving to a “digital first” model, as social and mobile channels dominate how consumers receive information. As a result, companies need to improve their customer experience, from acquisition to engagement.
Virtual reality and augmented reality, while still in their infancy, may fundamentally change the way consumers experience brands.
Innovation cycles are shortening as the ability to access real-time data and feedback increases. Companies must expand and shorten research and development cycles to remain competitive.
Most successful companies and brands develop an emotional connection with consumers. The challenge for marketers will be to do so in an increasingly fragmented communications landscape.