The marketing industry changes faster than most fashion trends. Sure, there are some basic fundamental principles that are always the same—know your audience, measure your results, and so on—but the mechanisms and tools we use to speak to our audiences and get those results are in a perpetual forward momentum. This is accelerated, in part, due to the evolving nature of technology, but the fierceness of competition is another factor; companies are trying to one-up each other in a bid to give their customers the latest-and-greatest.

read more