If you havent read the amazing book by Thomas Friedmann - The World is Flat, go read it. It even has a chinese version printed for the chinese market in China. It really conveys just how much the world has changed through the disruptive nature of technology.And we were struck by how the world of marketing seems to believe itself immune to these trends, despite the clear evidence of how every other facet of business has been changed.
If you doubt the scale of the changes, look at these two charts from a Morgan Stanley presentation :
Just as the future of business is driven by digital opportunities, the future of marketing is going to be driven by digital opportunities.
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