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LOOK at what is happening in the world, link it to your company's vision and then experiment. This is the simple three-step process Kate Eriksson, head of Innovation and disruption at PwC, advises marketing professionals when it comes to helping their companies stay on top in a fast changing world.
At last week's 2016 MarTech Summit in Sydney, Eriksson spoke about how marketing technology can power an organisation to where they want to go. Crucially, she believes that it is the "where you want to go" part which needs further discussion.
One fact which cannot be ignored is that the world, as we know it, is different. It is different because of the changing values of society and it is different because of the proliferation of technology. In turn, she encourages companies to change with it and represent the customer's changing needs.
"Australia needs to grow, we need to innovate, we need to create things, we need to be confident, creative and support each other," says Eriksson.
"Fundamentally, it's about changing the way we think. We believe that the world has changed and customers have different expectations but this is an incredible set of opportunities for you and for Australia to be the ones to build, create and design marketing experiences that the rest of the world want to use," she says.
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