Today’s most important marketing trend is the merging of engineering and storytelling. Not so long ago, they were very different worlds. The technology people built the machines and kept them running, while the creative people invented amazing stories and won awards. The rise of real time data changed that forever. In the 21st century, a marketing campaign can no longer be a work of art. It is an experiment in a digital reality that is infinitely measurable, trackable and accountable. To succeed in that new converged world, requires future communicators that are able to think and create with both their right and left brains.
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Mike Walsh, futurist speaker, author of Futuretainment and CEO of innovation research agency Tomorrow, helps to prepare business leaders for what’s next.
Everything is changing. All the traditional industries we grew up with – media, communication, finance, professional services and retail – are all in the process of being turned upside down and re-invented. The force behind this revolution is not technology but rather consumer behaviour. After all, as interesting as it is when things change, the real magic happens when people do.