By Matt Gardiner

As everyone who was involved in The Drum’s Roses Creative Awards knows only too well, the ability to engage with super-connected digitally-savvy consumers is being driven by the use of technology. As a result, marketing has had to change beyond all recognition. Long gone are the days of defining the best channel for your next great campaign using intuition and perception to understand customer behaviour.

Today’s marketing function involves a complex blend of mathematician, designer, service specialist, creative and technologist – specialisms that have traditionally resided elsewhere. This is leading to a set of issues that we need to address. Read full story ›

Source: The Drum