The Future of Marketing: Sara Castellanos


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 Sara Castellanos?

  • Currently a Technology reporter for the Boston Business Journal covering startups, venture capital and the tech sector. Her previous beats include everything from politics and health to science, business and crime
  • An award-winning journalist who has been honored for her coverage of the Aurora theater shooting, immigration stories, health features and city government
  • You can find her on Twitter @BosBizSara.

In her discussion with SHIFT VP of Marketing Technology, Christopher Penn, Sara offers these takeaways about the future of marketing:

  • The future of the industry is technology. In today’s data-driven world, marketers must not only understand how to tailor their messages to audiences via different channels, but be adept at measuring the effectiveness of these messages as well.
  • Newer trends like predictive analytics and big data are emerging and increasingly replacing traditional marketing tactics such as cold-calling and print advertising.
  • Further disruption in mobile technology and across industries like robotics will continue to present both challenges and opportunities for marketers.
  • There will likely be a greater awareness around privacy and security issues given growing consumer concerns and the rapid advancement of technology.


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