Weekend Reading: “Future Marketing” by Jon Wuebben

For the 123rd episode of The Marketing Book Podcast, I interviewed Jon Wuebben, author of Future Marketing: Winning in the Prosumer Age.

Wuebben argues there has never been a better time to be a marketer. But like everything else, marketing will change dramatically in the coming years.

The next fifteen years will unleash unprecedented improvements in social connection, efficiency and quality of life, for everyone, the world over.

The book draws on the latest research, data and predictions across multiple disciplines and includes:

  • What the world’s foremost futurists are predicting for the next 15 years
  • How cultural and technological shifts will impact the marketing practice
  • How content marketing and marketing technology will change
  • What the marketing practice will look like in the year 2021 and 2030
  • How to plan – whether you’re an enterprise, agency, SMB or a local business

By exploring the future of marketing, the book helped me better understand the current state of marketing and which aspects of it have significant, long term implications.

And that’s why the book is invaluable for strategic planning. The author explains…

One of the key issues with most marketing departments today … is that sound strategic planning is rarely practiced. And that goes for the entire organization as well.

As we progress over the next fifteen years, especially as the world is changing so dramatically, it will become critical. Planning will need to get much better. And, quite honestly, this is one of the key reasons I wrote Future Marketing.

I really want this book to be used as a guide to help plan for the future.

Let’s face it: most people are preoccupied with their current work and have difficulty finding time for strategic thinking. When they do, there is often uncertainty about how to approach such a huge challenge, especially when there is so much unknown ahead of us.

Throw in the fact that some C-suite executives don’t really understand the benefits of strategic visions and goals, the value of forecasting, and how to involve the organization.

Most CMOs and CEOs focus on near-term goals, ignoring the pivotal and tectonic cultural and technological changes surrounding them on all sides.

And this is the key: Those companies who can really embrace long-term strategic marketing planning will be the ones that survive and thrive and make it to 2030.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.