December 2017

This is part 3 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. If you have not yet read Part 1: Digital Transformation (2018 Update) or Part 2: Microservices & APIs (2018 Update), you might want to start there. 3. VERTICAL COMPETITION (2018 Update) I have been writing about vertical competition in digital marketing for several years: how companies at different points along the pathway between …

5 Disruptions to Marketing, Part 3: Vertical Competition (2018 Update) Continue Reading »

This is part 2 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. If you haven’t read Part 1: Digital Transformation (2018 Update) yet, you might want to start there. 2. MICROSERVICES & APIS (2018 Update) The rise of citizen technologists — citizen developers, citizen integrators, citizen analysts, and so on — was largely enabled by two big movements in the software world: Cloud computing — …

5 Disruptions to Marketing, Part 2: Microservices & APIs (2018 Update) Continue Reading »

At the end of last year, I wrote a series on 5 disruptions to marketing. I wanted to look beyond the typical kind of prediction posts that we are inundated with at holiday season to scope out the larger changes underway over the next 3-5 years: Digital transformation redefines “marketing” beyond the marketing department. Microservices & APIs (and open source) form the fabric of marketing infrastructure. Vertical competition presents a greater strategic threat than horizontal …

5 Disruptions to Marketing, Part 1: Digital Transformation (2018 Update) Continue Reading »