Marketers need to really embrace the fact that it's peers and their data, rather than brand, that will become the primary way we make decisions. The greatest rewards will go to those who embrace and participate in as many communities as they possibly can in credible ways.
There are a great deal of hurdles that marketers who want to do less subservient chickens and more Nike+'s will face. This post isn't meant to be negative—it's a reality check. If marketers on both the client and agency side really want to extend their influence, we'll need to ween ourselves from the impulse to spin the "Wheel of Marketing Misfortune". It won't be as easy as it sounds. So here's where we need to get to work:
Said one source: “It’s closer than it has ever been…we’re finally talking about the how rather than the if.”
“It’s meaningful,” added another source. “The fact that there is even progress and engagement, after so many failed attempts between us, says a lot.”
Looking at the bigger picture, the entire financial community relied on mathematical models to help them determine risk. Andrew Haldane, Bank of England's director of financial stability, pointed out that the collapse in money markets following the credit squeeze was an event that the models predicted could happen only once every 13.7 billion years.