What will marketing teams look like in 5 years?

Marketing teams are increasingly moving from delivering ‘campaigns’ to delivering ‘experiences’ based around personalised, contextualised content and good old-fashioned powerful storytelling and this will continue. As data and innovation are the battlegrounds for differentiation, we will continue to see lines blurring between traditional technology and traditional marketing roles. In larger organisations, digital marketing will move from being a separate area of expertise to the core competency for all marketers with increasing focus on developing strong capability in AI, VR and AR. Dynamic utilisation of data will drive everything from on-going strategy evolution right through to responsive execution.