We sit here in
New markets and technologies create new marketing possibilities: viral and word of mouth marketing, banner ads and adwords, online communities and mass collaboration.
In terms of new marketing vehicles and innovative ways to apply marketing, compared to many parts of the
Many of us as individuals or in specific organizations are addressing some of these points on a day-to-day basis. What is not yet happening is the consolidation of our individual efforts into a collective, unified force that can drive positive change in the marketing and business community on a macro level. We are still driven by technology and reactive rather than proactive. New technologies appear first, marketing comes along as an afterthought and adapts to the new world.
We are not yet driving the process of setting goals and standards for marketing as a profession. We are not yet demonstrating to the world what it takes to be marketing leaders in the 21st century—the skills, the acumen, the responsibility.
I believe we have not only a vested interest in this effort, but a natural responsibility to be the drivers and the leaders. In