Crossing the chasm: From campaigns to always-on marketing

The dire state of marketing

With the emergence of artificial intelligence (AI), traditional marketing is wading into troubled waters – and practitioners don’t need a data scientist to feel a major shift coming. We continue to layer consumers with messaging, as we’ve done for years – strategic campaigns and segments, retargeting, real-time media buys, mobile push, personalized email – but nothing moves the needle like it did a few years ago.

We’re in a tough spot: The impact of our initiatives is degrading, and at the same time we’re feeling tremendous pressure from new competition. Adjacent companies are moving sideways and vying for our space in the market, and it’s adapt or perish, so we constantly look to do more, talk more, and engage in more places. But, somehow, we end up with lower response in return.