Marketing in an exponential reality

Content shock – or information overload – occurs when the exponentially increasing volumes of content intersect our limited human capacity to consume it. The amount of data, information and knowledge on digital platforms that surrounds us is overwhelming. As a fact, we have produced more data over the last couple of years than in the whole of human history. So what are we to do with all of this data and how do we extract value from all this information?

Is there a future for marketing?

The emergence of big data, IoT and, subsequently, the users’ expectations of instant personalization of almost all aspects of consumption has implications for the whole value chain - from product to end-user. Marketing is no exception.

Marketing is self-destructing

One could argue that the marketing function today has one single purpose: To completely annihilate itself from the surface of the earth! By having a success driver or even a stated goal, that automation of the marketing “machine” should be done as a means of being more effective. By using less human resources, you are just building machines to take over your job functions. If we succeed, we achieve