"For much of its history, marketing thrived on creativity, intuition and an almost magical ability to connect with audiences. Campaigns were conceived in brainstorming sessions, executed over weeks or months and celebrated (or dissected) once the results rolled in. Theodore Levitt's "The Marketing Imagination" stays on most marketers' bookcases alongside their team's awards. Much of the technology we buy inside marketing is mostly isolated and gives fractal views of the customer, never a complete one."
"That model is rapidly disappearing. In its place is a new reality for new college entrants, mid careerists and senior management looking to break the glass ceiling into the board room. Marketing as a continuous, data-driven and precision-engineered system. The artistry remains, but it's wrapped in structures, processes and toolchains more familiar to software developers than to Mad Men. This isn't theory. It's the inevitable outcome of digital transformation -"
Marketing historically relied on creativity, intuition and episodic campaigns conceived in brainstorming sessions and measured after launch. Marketing technology often remains fragmented, offering partial, static views of customers rather than continuous, contextual understanding. The pursuit of a single-platform nirvana is unrealistic. Digital transformation reconfigures marketing into a continuous, data-driven, precision-engineered system that ingests real-time customer signals and adapts without restart. Teams must adopt software-like structures, processes and toolchains to build self-correcting, always-on growth engines. Creativity and artistry persist, but they operate within automated, measurement-rich frameworks that prioritize responsiveness across channels and constant learning.
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