Marketers have in recent years experienced increased budgets; digital and mobile spending in particular has risen to a phenomenal high, surpassing the $100 billion mark. However, the promise of the digital economy hasn’t yet been realized, either as a boost to productivity or in actual market growth. The savvy marketer knows that in periods of political change, social unrest and economic uncertainty it is crucial to have a business and marketing strategy that pays heed to these turbulent times. Given the looming US election, unstable global markets and continued sense of unease due to massive income disparity, the future is anything but certain. As marketers look to expand their footholds and reach new audiences, their market and brand strategies should be mindful of the global changes happening. They should be ready to jump on the new opportunities for growth that the digital economy brings.
The FT Future of Marketing returns with its fourth US edition exploring marketing in a time of social and political change. Through a series of case studies, discussion and debate, we will examine adopting a values driven approach; making an impact with truth and transparency; the rocky marriage of social and commercial; lessons learned from the campaign trails; transforming politics with big data and how to win over millennials.