Inspired by Dan Gillmor's approach to We The Media I am posting the summary of a report 
I am going to be writing about where marketing might be heading over the next five years. It's early days and at the moment I am focusing on recruiting interviewees. But any comments about the summary page below would be welcome. The report will be published next year and featured in marketing press.
Modern Marketing : A Long Term View
"I believe today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities." Jim Stengel, CMO, Procter & Gamble
The world of marketing is going through a period of massive upheaval. The dominant mass marketing model, driven by broadcast media, is gradually being superseded by a new landscape built on digital technologies. This is creating great challenges, not least more powerful customers, but also huge opportunities such as highly reactive, measurable media.
For marketeers the relentless pace of change and rising tide of information can leave very little time to consider the long term.
"Mass marketing no longer works," Larry Light, Global Marketing Officer, McDonalds
With that in mind, James Cherkoff, author of the weblog Modern Marketing, will be interviewing six executives from a range of sectors about how they see marketing responding to this new environment.
The report will be covering issues such as:
- How do we react to the rise of consumer control?
- How are consumer expectations changing about brands?
- Has traditional mass marketing really come to an end?
- What role will TV have in future marketing?
- How is brand management going to differ in practical terms?
- How will the assignment of marketing budgets change?
- How will the relationship between media owners and brand owners change?
- What will be the main evaluation models for marketing activity in the future?
"Those who stay loyal to the past model will be left behind." Jim Stengel, CMO, Procter & Gamble
The executives taking part in the report will also be taking part in a 'digital round table' in the shape of a weblog, which will subsequently be made public.
The report will be published as a set of articles in 2005 in marketing and media press.
Enquiries: james@collaboratemarketing.com
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