Economist keynote: Marketing in 2015

March 31, 2014

What Alibaba's Rise Means for US Tech Titans
The Future of Marketing and the Vanishing CMO

At The Economist’s recent Big Rethink CMO conference in New York, I had the honor of delivering the closing keynote speech. Panels throughout the day had included CMOs from General Motors, Chobhani, Anheuser-Busch InBev, Lowe’s, The Weather Company, Frito-Lay, Kraft, Caesar’s Entertainment, and other iconic brands.

For my keynote, I was asked to offer my forecast for the near future of marketing.  I focused on six mega-trends that I see transforming marketing in the near future:

1. The Addressable Customer
2. Technodiversity
3. Advertising’s Hollow Middle
4. Invisible Threats
5. Two Minds of Marketing
6. The Vanishing CMO

You can watch my speech, courtesy of The Economist’s YouTube channel, here:

You can click through my slides as you listen here:

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I also wrote a short article outlining my thinking for The Economist before the event, here.