Emerging Technologies Demand New Marketing Fundamentals

Anthony Mullen Emerging technologies--from smart objects and wearables to behind-the-scenes taxonomy tools--are radically changing how customers think, act and relate to others. And in turn, forcing a rebuild of how brands must go to market on every dimension. It's clear that marketers who try to respond to this seismic shift with today's practices and skills will fail. So how can marketers adapt? There are four fundamentals to consider: