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To Survive Here, You Need to Be Able to Deal with Complexity and Speed

Marketing successfully to an ever-shifting audience is always challenging, but even more so in a time of more and less. We have more channels for connecting with people, dozens of customer touch points, mountains of consumer data, and a global reach. But we also have closer scrutiny of marketing spend, a focus on consumer privacy, and less time to make critical decisions and deliver a message to a much more empowered (and possibly jaded) audience. In an era of Big Data and advanced analytics, of multiple screens and marketing-intolerant customers who can shut them off, what's the best path ahead? And how do we know what factors are creating customer engagement and driving profitability – not just today, but over time?

Let's start by taking a look at the megatrends or tectonic shifts that have changed the way we produce and access information. Then we'll explore how these shifts have changed the way consumers behave.