The change marketers face today is different than what has come before, in both its pace and its potential, which is why we’ve used the term “liminal” as the title of this book. The word liminal isn’t just about change, but about being on the cusp of something new. In the context of marketing, it reflects the fact that, for the first time, customers have an immediate voice and an ever-expanding array of channels in which to use it. If marketers are to survive—and thrive—in this new world, they need to re-examine how to engage with customers, across generations and levels of technological savvy.
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