By Ben Legg Published Feb. 22, 2017 11:00 a.m.
“We are over halfway through a massive transformation of the advertising industry. Smartphone penetration is getting close to 100% in many parts of the world and it won’t be too long (maybe 2-3 years) before most TV and video viewing is streamed on demand and most newspapers and magazines will be read on a screen. At that point, almost all marketing will be digital. In parallel, the amount of data about your customers (and potential customers) is growing exponentially. These two trends are converging to destroy mass marketing, along with the associated slow planning timelines and wasted budgets.
To succeed in this new world, the marketing function needs to reinvent itself fast, and it won’t be easy.”
About Ben Legg | Ben Legg is a global chief executive, engineer, marketing leader, entrepreneur, keynote speaker and author. A former British Army captain with over a decade of leading military engineering organizations, Ben Legg led the military engineering organization that relieved the Siege of Sarajevo in 1995. After leaving military service, he applied his lessons learned in military engineering organization to leading businesses and growing brands. He has amassed over 20 years of business leadership expertise in building, leading and innovating with companies such as McKinsey & Company, Coca-Cola and Google. Currently, Ben is the CEO of AdParlor, the world’s leading all-in-one video and social advertising platform.https://adparlor.com/