CMDC Media Digest, 2015-2016
The Business of Media TRENDS ISSUES 7 Welcome to the Trends and Issues section It looks at the factors some ongoing and some just now fully emerging that are driving marketing success In todays world emerging means happening fast and having the potential for immediate impact The differentiator between top marketers and those less successful lies not just with managing through change but in having the right specialist talent and being the fi rst to actively exploit and thrive on new opportunities While this section covers specifi c trends and issues what lies behind addressing these are two key areas that every marketer and agency must grapple with Talent There is an increased need for vertical specialists especially in emerging non traditional areas such as statistics software programming privacy legal content and data visualization Our world is becoming progressively more complex and digital and the war for talent is on There is also an increased need for people who can truly orchestrate disparate resources and specialists delivering coordinated nimble and compelling approaches to the marketplace More than ever having a short medium and long term talent plan plays an essential role in our business Speed Whether in speed of organizational change implementation of new systems speed of testing learning and deployment or real time research vs traditional longer term approaches fi rst to learn and fi rst to market is increasingly separating winners from losers Implicit in speed is agility the ability to take stock and either counter threats or pursue emerging opportunities before anyone else Emerging from having the right talent and speed comes other benefi ts such as enhanced innovation better datacentric approaches and the ability to use all marketing channels both new and old at the highest level Its an exciting and dynamic time to be in marketing CANADIAN MEDIA DIRECTORS COUNCIL COMMENTARY Brian Fitzpatrick Managing Director Insights Mindshare Canada
You must have JavaScript enabled to view digital editions.
