Most business people would agree that the digital, social, mobile age has caused massive impacts to the marketing function.
If our goal is creating customers, then we know that customers have become harder to reach. If our goal is to define the insights that drive product innovation, then we know that online and offline communications are exploding and increasing every day. This makes it harder to see where the world is headed.
If our goal is leads or sales, we definitely know that consumers are tuning out our best efforts at reaching them, especially when we are trying to sell something…
