What will the future of Marketing look like? How will it be different than today? In the third part of a guest blog series exploring these very questions, Chris Colbert, CEO of Holland-Mark, shares his thoughts on competition and the most-likely information filter marketers will need in the future. Do you have an opinion on the future of Marketing? Submit a session proposal to speak on the subject at FutureM 2012, or share your opinion here.
In the future…
…the barbell effect will only worsen. The haves versus the have nots. The bigs will get bigger, and the littles will struggle to become bigger. Brands will have to make a choice between premium or price. The middle in target market, size and capability and price will increasingly become a no man’s land for any business. Even the middle in the value chain will disappear as dis-intermediation impacts more industries.
In the future…
…there will be a collision of information versus insight access. People will pay more for a human as knowledge filter to get them exactly what they want. The use of crowdsourcing insight will be replaced with category specialists who really understand the topic/need and can use the information resources to get the consumer what they seek without the hassle of getting it.
What will it take for littles to compete with bigs in the future of Marketing? What role do you see humans playing in filtering through the massive amounts of information marketers will need to weed through in the future? Leave your thoughts in the comments below or join the discussion on LinkedIn.
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