The future of marketing. An eBook by h2o.

What marketing has to deliver

It used to be said that marketing was about making a myth and telling it. Now it's about telling a truth and sharing it.

So in an age increasingly being shaped by technology and the expectations of the emerging Generation Z, how is the very meaning and purpose of marketing changing?

Key questions we're exploring:

  • How is technology reshaping the meaning of marketing?
  • What's the new dynamic between marketing, customer experience, sales, and e-commerce?
  • Are the lines between B2B, B2C, D2B, and D2C strategies blurring?

To gain insights into the future of marketing, we're interviewing industry experts and thought leaders, compiling their perspectives into a book. 

You can read these interviews as they are published below.

VOLT Bikes: What Marketing Has To Deliver Interview

Interview 1: Understanding - the starting point

Mathilde Rineau, Marketing Manager | VOLT Bikes

“Marketing starts by understanding your audience’s values, their passions, having that picture of their identity, and what they are looking for.” The company learned the importance of that from a very early experience. 

READ THE INTERVIEW > 
software-content-guru

Interview 2: Being in position at the right time

Jonty Shipley, Marketing Director | Content Guru

"Telling the story has always been a big part of marketing, but what has changed is that with digital, the format also has to be of interest and attractive to the recipient, not just the content."

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Interviewee Nick Haughtin

Interview 3: Looking long term will build trust

Nick Haughton, Global Marketing Director | Sapphire Balconies

"Marketing also has to change habits, a requirement which is often forgotten when there is a combined sales and marketing role, resulting in the focus being on the here and now, with all the attention on getting the leads in at the expense of long-term brand building."

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The Lucy Group Patrick Pearson

Interview 4: Building on seven pillars

Patrick Pearson, Head of Marketing and Communications | Lucy Group

“Promotion is the last pillar after all the other ducks are in a row. The premise has to be to get the rudiments of marketing right first before publicising. Then sales will come,”

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elemental-car-ebook-interview

Interview 5: Having a completely different perception

Jeremy Curnow, Finance Director | Elemental Cars

“When I look at TV adverts for shampoo saying it will improve your life, promoting hypersensitive this and that, it's entirely different from our perception of marketing. It's almost confusing to call it the same thing.”

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Interview 6: Why perceived wisdom might have to change

Alan Trojanowski, Head of Marketing | Cambridge Pixel

“I remember writing a piece on historic radar processing failures and asking AI to provide me with some examples. Three of the five that it came up weren’t even radar related. Now it's a much better marketing and research tool, but at the end of the day, that's what it should be, a tool.”

READ THE INTERVIEW >

More interviews coming soon!

In the meantime, you might like to explore our other eBooks here.