Customers Are Changing, and So Should Marketing

Rapid changes in customers’ attitudes and expectations and in the competitive environment are challenging marketers. Meanwhile, technology, data, and global connectivity have provided more opportunities to innovate, not only through products and services but also through improved customer experience. This research highlights the views of marketing and communications executives globally. Topics include: evolving customer attitudes, preferences, and behaviors; customer interaction with brands (channels, customer loyalty, customer data management); customer-focused innovation (customer preference changes regarding new products/services, sources of innovation); using new technology for marketing (AI, voice technology, blockchain); and desired skills in future marketing talent.