The B2B Enablement Hub

Some people claim that business and society has been undergoing a significant transformation for the last 10 years. Others claim that this is always ongoing, mostly in small steps which we adjust to without much fuzz. Regardless, it is relevant to ask ourselves how companies will operate in the future. Are we at the beginning of the end of companies as we know them?

On the 21st of November, Professor Philip Kotler and Christian von Koenigsegg visited Stockholm to give a symposium on the topic ‘Welcome to the future’. Despite coming from entirely different backgrounds, the two gentlemen still ended up with the same conclusion - Innovation is the future. But how does this impact marketing, and relate to buzzwords like digital transformation and Industry 4.0?

Different times call for different measures. You have heard it before. But, are the times really that different? Or, are they actually the same—meaning that an old school marketing method like ‘pay, spray, pray’ still does the trick? Let’s make a quick journey through society to see if we can find anything that suggests that different measures in marketing are needed.