The Future of Marketing: Paul Roetzer

Back in September, we attended the FutureM and INBOUND Conferences in Boston. As you might expect at an event called “Future of Marketing,” we spent a lot of time talking about, well, the future of marketing.

We had a chance to interview some of the top thinkers driving innovation and transformation in the marketing world, and get their perspective on the Big Question: What IS the future of marketing?

Who is Paul Roetzer?

• A CEO. He started PR 20/20, an inbound marketing agency, in 2005.
• An author. In 2012, he penned the book, “Marketing Agency Blueprint” which was followed up by “Marketing Performance Blueprint” in 2014.
• You can find him on Twitter at @PaulRoetzer and on the PR 20/20 website.

In this conversation, Paul discusses where he sees the future of marketing. Here are quick takeaways from his thoughts:

• Marketers who can tap into the creative, right-side of their brain along with the data-focused left side of the brain will be the future CMO’s.
• We’re just seeing the beginning of what algorithms are going to do in marketing. It’s going to change the way we build strategy and run campaigns. Imagine what Watson is doing or did on Jeopardy and what it’s doing in healthcare and financial services; apply that to marketing.
• Personalization should be on marketers’ minds: creating a one-on-one marketing feel and making the consumer feel as though you created that piece of content just for them.
• The creation of content is no longer enough. We have to move past storytelling. We have to figure out how to take that whole scientific approach to creation and distribution of content and then to actually get people engaging with it and taking action.
• Traditionalists will get left behind if they refuse to evolve. Technology has changed. Consumers have changed. We have to embrace it and figure out how to do our jobs better as a result of it.

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