As a marketer, you might think your role is just about planning campaigns – after all, that seems to be where our time gravitates to. Some days it seems like all we’re doing is chasing down assets, thinking about targeting, messaging and deadlines.
But is that what we’ll be doing in our roles in 5 years time?
I tend to think not. Instead I think we’ll be increasingly data focussed. Actually, let me rephrase that. I think we’ll be increasingly insight focussed. We have so much data, but how much insight do we have?
Think carefully. When was the last time you felt as though you’d discovered (or perhaps stumbled on) a new insight that was going to have meaningful impact to your audience?