'Mass' will be buried in a mass grave in 2014

'Mass' will be buried in a mass grave in 2014
SHARE
THIS



Marketing success next year will come from individual experiences created at scale, as Bob Garfield surmises “‘Mass’ is headed for a mass grave”.

The advertising and marketing analyst effectively summarises the trends shared by 20 of the world’s most influential marketers in report compiled by Responsys.

“‘Mass’ is headed for a mass grave. Reach will be ever more out of reach. The future, and the present, requires aggregating individual relationships at scale. Just like, whaddya call it…life,” Garfield said.

Marketers featured include American Express’ director of word of mouth, Augie Ray, McKinsey’s marketing and sales practice partner, David Edelman and the Mobile Marketing Association’s Greg Stuart.

Social media will be viewed not as a silo, but companies will see themselves as social businesses and organisations will release that content is broader than just a marketing tool.

With more mobile devices around the world than humans next year, Mobile Marketing Association’s CEO Greg Stuart, said 2014 will be a tipping point in mobile marketing.

“Marketing’s seismic shift to mobile will only intensify as marketers reimagine their infrastcuture and break down silos to ensure that mobile is no longer an afterthought but the first thought when mapping out a consumer experience,” he said.

“Nothing gets marketers closer to consumers than mobile.”

For more 2014 predictions from the Responsys' report click here. 

Please login with linkedin to comment

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]