Marketing today requires coordination and management of an ever-increasing number of agency relationships. This can be time consuming, and can distract marketers from their most important tasks. Cost cutting has hit many marketing departments hard, and struggling with outdated thinking can hurt the industry’s efforts. Some marketers are reluctant to evolve, but keeping up with current developments, specifically the transition to digital, is critical to marketing and ultimately business success.

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The drums are beating louder: why marketers need to evolve beyond the linear – Marketing magazine Australia (blog)