Marketers, let's look beyond 'the next big thing'

Our industry loves a good story. And so it should. Marketers are, after all, storytellers themselves.

But look at the industry's big stories or trends from the last few years, and you quickly see a pattern emerge, one that places greater emphasis on latching on to 'the next big thing' without a longer-term view to real-world implementation or impact.

Read at The Drum