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I spent the first eight years of my working life in a line technology role with a third-party supply chain and logistics service provider, joining in 1990 on completing an IT degree. When I left, I wa...
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Home > News & Views > Articles > Marketing's 'rule of three'
Few can deny the world of marketing has been subject to fast and furious developments in recent times. In this article Berkeley looks at three big shifts in expectations for the marketing function as a result of these developments, and identifies three big capabilities we believe marketing leaders need now and for the future.
Now, as always, companies have looked to marketing to increase customer reach and engagement, grow brand awareness and loyalty, deliver a return on marketing investment, and ultimately contribute to the company’s growth. Marketing has responded through its core capabilities of:
However, the constant pace of change today – driven by mobile and digital, and by consumers demanding more purposeful and personalised engagement – means that marketing’s role has changed, and there is no turning back.
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Part marketeer, part technology and data specialist, part organisation and culture change expert – expectations on marketing have shifted. Knowing how to balance these roles can help marketing accelerate its ambitions.
Juliet ArmstrongPartnerContact Juliet Armstrong