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There are two big questions about marketing [...] at the moment.
Firstly, is it becoming more, or less, important within organisations?
Secondly, has digital completely changed what marketing is or has it fundamentally remained the same?
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Big Data & Digital Marketing
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Marketing is becoming more and more important within organisations. And yes, it has to be digital. In one of my previous scoop I reported that:
"Marketers are increasing their budget on Digital Marketing, with no intention to increase the overall marketing budget."
Big Data and Digital Signage combined together have the potential to address most of the 12 points of the Manifesto. With a proper plan marketers can us them to improve customer experience and personalisation, to take advantage of multi-screen or omnichannel, to go social without being lost, and also to increase ROI.