Scott Brinker is one of my favourite writers on the convergence of marketing and technology. He has an excellent blog, and has just released a free (and at 40-odd pages, short) book on A New Brand Of Marketing. He defines this in the context of two overarching shifts – a broadening in the scope of marketing in a hyper-connected world, and secondly how technology is taking over marketing. These shifts are the result, he says, of seven 'meta-trends', several of which I've written about extensively myself:
- From traditional to digital
- From media silos to converged media
- From outbound to inbound
- From communications to experiences
- From art and copy to code and data
- From rigid plans to agile iterations
- From agencies to in-house marketing
The book is free, available for download here (PDF), and looks rather good.
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