NOTE: Nominations are now open for this year’s list – click HERE to make your nomination.
Who will you nominate for @BrandQuarterly’s ’50 Marketing Thought Leaders Over 50′ list?

We all know age has little to do with ability; that you’re never too young OR too old, if you’ve got talent.

In the Marketing world, as with many other industries, there’s a focus on the up-and-comers, a fascination with how successful you can be at younger ages.  While it’s wonderful to celebrate success… we also see a number of gaps that need to be filled in the eco-system of recognition.  The first of these gaps is made up of highly experienced Marketers – they’ve been doing it for a while and have a ton of wisdom to share with the business community!

We are of course, talking about our Marketing Thought Leaders who are 50+.

Each of the Marketing Thought Leaders highlighted below have a wealth of experience and knowledge to share; and have gained the respect of their peers through their words, actions and achievements, in print, online and in person.

Combining their well deserved recognition with adding value for our readers, we asked each finalist to share their insights on the following 2 questions:

  1. What’s the biggest change you see occurring in the marketing industry over the next 5 years?
  2. What’s your top piece of advice for management/marketing professionals to make their social media presence as engaging as possible?

Thanks to each and every one of the 50 experts on this list, for taking the time to share your insights.  While a couple of you mentioned nerves on unveiling your age group – hold your head high, know that you’re awesome and remember; if Brad Pitt was a marketer he’d qualify for this list :)

For those of you who would like to keep up-to-date with everyone on this year’s list, you can easily do that by following our ‘50 Marketing Thought Leaders Over 50’ Twitter List HERE.

So without further ado… it’s time to meet:

Brand Quarterly’s 50 Marketing Thought Leaders Over 50
(click on the ‘+‘ beside each name to view full finalist details and insights)

Jeff SheehanPresident | Sheehan Marketing

On the next 5 years for marketing:

The marketing industry is becoming ever more complex.  Due to the daily emergence of new tools and ways of doing business there is no rest for the weary .  It will become impossible for any one individual to keep up with everything.  Only with a team of qualified professionals with expertise in limited disciplines can a marketer expect to succeed.

On an engaging social media presence:

Surround yourself with the best and brightest talent that you can find and afford who have unique specialties in one of more areas.

Ted RubinSocial Marketing Strategist, Acting CMO Brand Innovators, Keynote Speaker

On the next 5 years for marketing:

Finally recognizing the value of relationships to the long-term value of a brand. Old marketing was dictation… new marketing is communication and engagement . Changing from Convince & Convert to “Converse & Convert.

On an engaging social media presence:

Engage, interact, and build relationships. BE Authentic, don’t just ACT it . This might seem obvious… but authenticity is on the verge of becoming just another buzz word. TRUE authenticity (not just using that word often in your tweets and posts) will set your brand (product or personal) apart in today’s highly competitive market.

Don PeppersFounding Partner | Peppers & Rogers Group

On the next 5 years for marketing:

Over the next five years I would expect the line to blur between marketing, sales, and service even further , as customers take full charge of seeking information, comparing experiences, and even helping each other with service questions.

On an engaging social media presence:

Two words: BE HUMAN. People don’t want to make friends with a machine , or a bureaucracy, or a “brand image”. Humans are fallible, they make mistakes, they have empathy, and they genuinely care about others. Think of “friending” your customers, rather than just selling to them.

Marsha CollierAuthor / CEO | The Collier Company, Inc

On the next 5 years for marketing:

Overcoming departmental silos to improve two-way interaction between the brand and the customer. The success of immediacy will prove its worth and can no longer be ignored . Digital and physical will interlock even more than now. The Internet of Things is the beginning, your marketing efforts will have to integrate further into the customer’s daily lives.

On an engaging social media presence:

Please stop broadcasting and non-stop self-referential posts. Take time to join in conversations and thank your community for supporting you. If their posts fall in line with your brand, why not share them? When selecting Brand Ambassadors, be sure they reflect the brand culture , numbers mean nothing if they are not relevent. Combine your data with human intuition.

David Meerman ScottMarketing Strategist

On the next 5 years for marketing:

Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance.  To be successful, marketers need to develop a real-time mindset .

On an engaging social media presence:

Many marketers steeped in the tradition of product advertising naturally feel drawn to prattle on and on about their products and services. But I have news for you. Nobody cares about your products and services (except you) . To be successful in social media, you need to focus on buyers and deliver entertaining and informative information.

Mark SchaeferExecutive Director | Schaefer Marketing Solutions

On the next 5 years for marketing:

We all will be dealing with exploding amounts of content vying for the consumer’s attention . This will be one of the biggest problems businesses of every size will face – cutting through to the consumer.

On an engaging social media presence:

Have the courage to be human. Show yourself . People buy from those they know and trust, not an ad or a jingle.

Steve FarnsworthCMO | The @Steveology Group

On the next 5 years for marketing:

Over the last 5 years we have seen many marketers, who grew-up in traditional marketing practices, become irrelevant because they failed to learn and become digitally savvy. Over the next 5 years a thinning of the herd will happen again  to marketers who fail to welcome and embrace marketing analytics.

On an engaging social media presence:

Develop your skills as a storyteller, and see social as a medium.  Tell your personal or brand narrative on the channels that are pertinent to your audience. Remember a good story is personal, shows our humor, humanity, and hopes. However, it’s mindful to keep the listener’s interest engaged using brevity, clarity, and irrelevance as tools of the craft.

Alan SeeChief Marketing Officer | CMO Temps, LLC

On the next 5 years for marketing:

Organizations have been investing in order to leverage their employee’s social capital. That is, they’re encouraging their employees to use their personal accounts, like Twitter, to be brand advocates. I expect greater focus on this new solution category known as social employee advocacy . Marketers will be refining their strategies and processes while implementing the technology necessary to help them create content for employees to publish through their personal accounts, while still maintaining regulatory compliance.

On an engaging social media presence:

Focus on the 3 Big C’s. Character: Proactively search for interesting business characters and connect to them first. Make sure you maintain a level of personal brand consistency  that helps your audience quickly understand what they’re getting. Cadence: Create a consistent flow of relevant thought-leadership material; without making it feel over-the-top or spammy. Callout: Look for opportunities to mention or retweet your connections in order to help them build their social capital.

Jill KonrathCEO | Jill Konrath, Inc.

On the next 5 years for marketing:

Marketers being held accountable for revenue goals. When marketing and sales are tied together by similar goals, everything changes – for the better!

On an engaging social media presence:

On social media, be 100% relevant to your buyer’s needs (interests, concerns) and be engaging. Good, but boring is insufficient. Make buyer’s feel like you’re their smart friend who’s there to help them – and brighten their day.

Cheryl BurgessChief Executive And Chief Marketing Officer | Blue Focus Marketing

On the next 5 years for marketing:

Over the next five years more C-Suite executives will be actively participating on social media channels. Executives will become “social leaders” who not only call in the plays but who are actively engaged on the playing field to lead the way for their social employees.

On an engaging social media presence:

Today, every professional needs to tweet. Period. If an executive or manager cannot publish a valuable 140-character tweet about the brand they work for, then they shouldn’t be in their job. Focus on building a community. Extend your reach. Grow your audience , and share your thoughts and ideas. Twitter is a win/win.

Gary SchirrAssociate Professor | Radford University

On the next 5 years for marketing:

Staying relevant and communicating effectively over a series of platforms will be a major challenge  for most of the next decade. Can an organization engage people effectively and create useful content that works in very different platforms and communities? Can the organization maintain a consistent message while effectively engaging those communities?

On an engaging social media presence:

This is a visual age: No content should go out without a picture : a picture is more powerful than words; a video is more powerful than a still picture.

Janet FoutsCEO | Tatu Digital Media

On the next 5 years for marketing:
We’ll stop talking about “Social Media” and it will be a natural part of all marketing plans.
On an engaging social media presence:

Think about who you are talking to and be mindful of what they want  instead of pushing your message on them. (Don’t put words in their mouths. Listen.)

Gina CarrChief Tribe Building Officer | Gina Carr International

On the next 5 years for marketing:

I think the biggest change will be how to get the attention of their customers in a world where people are constantly bombarded with too much information. Choosing the right channels, engagement strategies, and offers will be critical for success .

On an engaging social media presence:

Throw parade candy. The single best thing you can do in social media is to toss around love  in the form of recognition, appreciation, and praise to various stakeholders – customers, vendors, partners, shareholders, team members. This activity will come back one hundred fold.

Terry BrockSupreme Commander | Achievement Systems, Inc.

On the next 5 years for marketing:

There will be many. Three that I see making a bit impact are 3D printing, commercial drones, and Bitcoin .

On an engaging social media presence:

Listen first. Find the pain others are going through and then provide solid answers in video, text and audio formats. Focus on helping others rather than “blasting” your message out . We don’t need your blasting. We need caring!

Mark BurgessPresident | Blue Focus Marketing

On the next 5 years for marketing:

The biggest change is the continuing shift from outbound to inbound marketing. The impact is gathering momentum as marketers find lack of trust and authenticity in traditional marketing programs. This lack of trust is a significant barrier to success. Look for more brands to be focused on the creation of social employees as the new marketing channel .

On an engaging social media presence:

Marketing professionals should all be bloggers. Your primary goal is to create content that is compelling and sharable . Focus on topics you are passionate about. If needed, take writing lessons so your passion will stand out. Create a community and share with the world.

Trevor YoungFounder & Principal Consultant | Authority Partners

On the next 5 years for marketing:

While there is a huge move towards the use of data and automation in the marketing process, the smart money will not be on the next ‘shiny new thing’  but on how we can use the technology to deepen the intensity of human connection we have with the people who matter the most to the success of our business, cause or issue.

On an engaging social media presence:

Ensure your social media feeds are as ‘human’ as possible – put faces and names to the people behind the Twitter account or Facebook page; take followers ‘behind the velvet rope’ of your organisation  with photos of staff/partners, shine the spotlight on your customers, tell stories, interact with your audience, retweet often, follow other people’s accounts – get involved!

Ardath AlbeeCEO & B2B Marketing Strategist | Marketing Interactions, Inc.

On the next 5 years for marketing:

Getting marketers the training and education they need to deal with the continuous change and evolution of marketing. According to research, 82% of marketers receive no training , yet marketing has changed more in the past few years than in the last 50. I don’t see that stopping, so ongoing training and education must become an investment in a company asset – marketers.

On an engaging social media presence:

Develop digital conversational competence. Social media is not about broadcasting or pushing content, it’s about being relevant to the context of the conversation and the nuances of the channel in which it occurs. A conversation has a rhythm, a back and forth that is required for mutual engagement . An expression that only goes one way is a monologue, not a conversation.

Kent HuffmanGlobal Vice President of Marketing | Servergy

On the next 5 years for marketing:

There will be more focus on the intersection of marketing and customer experience , the marketing operations discipline, and marketing/sales/IT alignment.

On an engaging social media presence:

I would suggest that marketers concentrate on listening, developing relationships, providing useful information, establishing trust , building communities, and helping others succeed.

Adrian C OttChief Executive Officer | Exponentialedge Inc.

On the next 5 years for marketing:

Every business will become a software business . Winners will offer new products that augment their core business based on tech. Traditional companies like P&G and GE are already making this transition. Harnessing the deluge of data spawning from IoT and wearables (like the Apple Watch) will enable predictive customer insight and new app opportunities to serve customers.

On an engaging social media presence:

My research on digital habits for my latest book found that the best companies design a series of triggers that nurture and form digital habit ecosystems . We identified 5 “P” triggers based on neuroscience: 1) Peers and Power; 2) Personal Pursuits; 3) Productivity; 4) Price; 5) Prairie Dog Events. Every effective customer touchpoint should contain one of these triggers.

Paul GreenbergManaging Principal | The 56 Group, LLC

On the next 5 years for marketing:

Marketing will move from being messages and campaigns pushed by companies at the customer to becoming the first line of engagement. It becomes the avenue that (if successful) attracts the customer to the company for the first time and then keeps the customer engaged via highly personalized content. The alignment of marketing with sales will accelerate dramatically .

On an engaging social media presence:

PTI – personalized targeted interactions – know who you are communicating with , to the extent you are able. Interact with the individuals that you are trying to reach. Not in a tedious way – it can be that – but by identifying those things that resonate with a larger group – personally, not only demographically. The data exists.

Drew NeisserCEO | Renegade

On the next 5 years for marketing:

The promise of 1:1 marketing will finally be realized on multiple levels . From Addressable TV to retailers use of beacons, marketing will become more relevant, more timely and more effective than ever before.

On an engaging social media presence:

Define your personal brand, stay true to that brand , be interesting and interested and finally in the words of Ben Franklin, “if you would be loved, love and be lovable!

Kirby WadsworthChief Marketing Officer | Limelight Networks

On the next 5 years for marketing:

Technology is evolving that will allow us to analyze our organization’s relationship with each individual  at a meaningful and actionable level. This will provide us with a real time understanding of that person’s sentiments toward us, the depth of our relationship, individual preferences, potential influence and more, allowing for vastly improved relationship development.

On an engaging social media presence:

In our new book, Recommend This! Delivering Digital Experiences that People Want to Share (Wiley), we outlined nine characteristics that drive social media success. The same characteristics also drive success in building face to face relationships. Out of all nine, I believe authenticity is the most important. Turns out we can smell a phony a mile away, online or in person .

Brian KardonChief Marketing Officer | Lattice Engines

On the next 5 years for marketing:

Powerful, real-time analytics are no longer a nice-to-have for marketers . We are seeing rapid acceptance of marketing analytics – with marketing technologists joining marketing teams, greater use of both internal and external data, and software to build models and push analytics into marketing workflows. Not all marketing teams are prepared for this.

On an engaging social media presence:

The key to social media success is a lesson taught to my by pal Ann Handley: “Share or solve; don’t shill.” Too many people continue to tweet press releases and only share self-serving information about their company. That’s no way to build an audience. It’s really quite simple – treat your audience with respect and help them, just like a friend would .

Eric FletcherChief Marketing & Business Development Officer | Liskow & Lewis

On the next 5 years for marketing:

It is tempting to focus on changes that will continue to proliferate thanks to mobile, new technology, and data; it doesn’t take a crystal ball to know that these will be sweeping. But I believe the biggest change we’ll see in highly functioning marketing groups will be the elimination of silos that diminish our vision and limit productivity. Organizations that leverage and integrate resources will establish new benchmarks for reaching strategic targets, and precipitating action.

On an engaging social media presence:

Worry less about what your message should be and more about listening to relevant audiences; this will inform your message beyond measure. Value is not in followers, fans, page views or likes, but in the conversations in which you engage. Social is the backyard fence, the town square, the water cooler for the communities you care about . Resist evangelizing. Deliver value. Build bridges. Effective social is a long-term investment in relationships.

Tony ZambitoFounder Of Buyer Persona | Tony Zambito

On the next 5 years for marketing:

I believe the overwhelming deluge of content currently, will spark significant changes. Marketing will eventually have to leave the orientation towards “mass” marketing behind  and develop new ways to connect with consumers and business buyers on a more personal as well as human level. This includes an emphasis on humanizing branding and brand meaning.

On an engaging social media presence:

To make your social media engaging requires a sound and deep understanding of your consumers and buyers . Without making the effort to attain such deep understanding via qualitative insights, you are left with guessing and a hit or miss approach. Marketing leaders today must first engage in listening before connecting.

Loren McDonaldVP Industry Relations | Silverpop, An IBM Company

On the next 5 years for marketing:

Marketers will increasingly shift budget and resources toward behavior and automation-based programs  and rely less on campaigns based on a calendar. This shift requires several changes in the marketer mindset, including: Use and comfort with more sophisticated marketing platforms; Tighter relationships with IT; Marketer skill sets that are increasingly left brain and process oriented; And the ability to capture customer behavior and data across channels and act on it in real or near real time.

On an engaging social media presence:

Social media success has always been about the conversation, about dialog. There will always be a role for pushing out content in social media channels, but executives need to embrace the idea that social media is really about listening and responding ; and creating, enabling or being a catalyst for compelling conversations. Consumers want to talk with and about your brand, and in positive terms, if you solve problems and use a human and authentic voice.

Larry WeberChairman & Chief Executive Officer | Racepoint Global

On the next 5 years for marketing:

The biggest change occurring in the marketing industry over the next five years is integrating software as a service into marketing. All types of organizations, regardless of size, segment or category are purchasing marketing automation technology to help their companies accompany their prospects through the sales cycle as well as nurture leads with personalized content.

On an engaging social media presence:

It’s extremely important to spend time on content strategy. Providing customers with engaging content as well as creating content that is shareable is extremely important, especially during the customer experience .

Eric WeaverChief Social Officer, G-14 Region | IPG Mediabrands

On the next 5 years for marketing:

Automation and measurement will move forward considerably from where they stand today. Our most precious commodity as marketers is TIME – and the second most precious is PROOF . We need automation to let us do more with our time, and measurement to prove our ideas and program work. The tools for both are advancing rapidly – you need to be prepared to learn and use them!

On an engaging social media presence:

Whether for your company’s presence or for your own, you need to dedicate time, energy and creativity in order to inspire customers or fans to interact with you. Decide what your business objectives are and from those objectives, determine the best use of your time – Is it video? Creative content? Thought pieces? Or stirring the pot in a forum?

Laura PattersonPresident | Visionedge Marketing

On the next 5 years for marketing:

More channels, competition, and distinct segments to manage, shorter product lifecycles, greater price transparency, and higher customer experience expectations, converge to create an exponential increase in marketing data. Which requires increased investment in technology  and marketing operations to glean business insights and drive long-term growth.

On an engaging social media presence:

Boomers have bucket lists. Millennials have 30 things to do before turning thirty lists. Everyone is into experiences – versus things. To better engage and ultimately convert prospects into customers, marketers must provide a relevant, entertaining experience while conveying the value proposition . The challenge is to achieve this within 140 characters and 6.6 seconds.

Jeff OgdenPresident | Find New Customers

On the next 5 years for marketing:

Marketers are facing a tsunami of data coming in from social media and smart phones all the time. More and more marketers will have to hire data scientists  to deal with this flood of data. In addition, marketers need much better understanding of buyers and much more personalized and one to one marketing to improve effectiveness.

On an engaging social media presence:

Keep adapting to the fast changing world. Build your presence on all social media sites , including Twitter, LinkedIn, Facebook and YouTube. As my friend Jay Baer once said “Content is fire. Social media is gasoline: so be everywhere and create your very own bonfire.” You can do it.

Jay DeragonDigital Strategist

On the next 5 years for marketing:

Marketing as a silo department will be dead . Marketing teams will be made up of cognitive psychologists, mathematicians, data scientists, sociologists, and software developers. This will create the biggest change in terms of talent demands in the marketplace. Intimate knowledge of buyer preferences and the ability to fulfill those preferences, will be the winning strategy.

On an engaging social media presence:

The objective ought to be to ensure that the entire organization is focused on optimizing an end to end customer experience that surpasses their expectations. Companies can no longer talk the talk without walking the walk in the era of social transparency . Social Media is more about organizational experiences than a media moment. Presence is a conversational stream.

Lynne Jarman-JohnsonChief Marketing Officer | Consumers Credit Union

On the next 5 years for marketing:

Technology Overload. Too many options and tools to use to reach our audiences. Keeping our brand and our personal voice will be critical to be “seen” through all of the clutter. Listening to niche audiences and delivering personalized content is the key. Don’t assume you know – research, connect, tweak , be intentionally consistent and scan for new opportunities.

On an engaging social media presence:

Be Yourself. Don’t pretend to be anything you are not. Let your voice shine in your work when you post and plan. And Always, Always, Always #SimplyBeKind

Kieran HannonChief Marketing Officer | Belkin International

On the next 5 years for marketing:

A return to story telling across all touchpoints as part of the brand conversation. Brands need to have “DNA” elastic enough to traverse the various avenues Fans will engage through . That means the classic marketing Funnel is dead as Fans will enter and depart in non-conforming behaviors. For instance, “unboxing” bloggers might be the first brand connection.

On an engaging social media presence:

The first thing is listen, then add value and create your own voice. Don’t be afraid to be provocative in order to stimulate a healthy conversation. Finally, don’t be a “one trick pony”. Have a diversity of interests and engage in a similar manner .

Joel BookPrincipal, Marketing Insights | Salesforce Marketing Cloud

On the next 5 years for marketing:

Journey management is the key to delivering a great customer experience . The customer journey movement marks the transition from one-size-fits-all mass media campaigns to data-driven one-to-one engagement. Moreover, it signifies a move toward personalising and optimising each customer experience to deliver genuine value. The next five years will see a concentrated emphasis on using data, content and 1:1 communications to engage and serve the individual customer in a personal, relevant and timely manner.

On an engaging social media presence:

Social media represents the beginning of the conversation with the customer – an opportunity to listen to the customer’s needs and respond with content that is helpful and aids the decision-making process. The currency of brand advocacy is TRUST  and brands that use tools like Social Studio to listen and respond to the customer’s needs will earn their trust and confidence. When managed properly, social media represents a powerful channel for attracting, engaging and serving customers.

Barbara FowlerPartner And CMO | Chief Outsiders

On the next 5 years for marketing:

The biggest change I see in the marketing industry in the next five years is outsourcing. With all of the new marketing technologies coming out, different expertise are needed. Knowing when to rely on outside experts and when to bring knowledge in-house is key . Keeping up with the changes without becoming overwhelmed and trying every new idea will become even more important.

On an engaging social media presence:

Take personal responsibility for understanding this. Read blogs from the experts. What worked last month may not work this month. What worked in one industry may not work in another . Get your entire team/company involved. Don’t outsource this without someone in-house being accountable for results. Measure, measure, measure.

Jay BrokampCEO | Docustar, Inc.

On the next 5 years for marketing:

The evolution of marketing technology and how it is integrated with cross media campaigns and the sales force. Also, there is a whole new talent requirement for Marketing Technologists . It’s an exciting time.

On an engaging social media presence:

It’s a matter of staying at it and finding your social media voice . I think the most important thing is getting started, being diligent and sharing ideas and topics you are passionate about.

Vince FerraroExecutive VP & Chief Marketing Officer | Attenditus Digital Networks

On the next 5 years for marketing:

The world is becoming mobile-centric. Mobile payments, digital currencies, beacon technologies, etc. will have huge implications of how we will shop and pay for goods in the future. In addition, there are real opportunities for companies to deliver new and better customer experiences  that include highly targeted content and offers tied to location and shopping habits.

On an engaging social media presence:

It is not about you or your company. It is about creating unique content and conversations your customers want to have. Don’t boil the ocean. Choose no more social networks than you can effectively manage . Give customers the engagement they want and when they want it. If you do this correctly, then you will build lots of brand followers and earn the right to sell to them.

Michael LibbieOwner/Host | Insight Advertising, Marketing & Communications

On the next 5 years for marketing:

Digital engagement continues to thrive and using those digital channels to drive content from traditional media outlets will be key .

On an engaging social media presence:

Focus on the consumer . We find it amazing that so many businesses and marketing professionals view social media as a “broadcasting tool” when it should be an engagement tool. Also, keeping customers is less costly than creating new ones…

Heidi LorenzenCMO | Cloudwords

On the next 5 years for marketing:

The development of a truly global mindset supported by targeted local execution. Marketers are being inundated, with demands for more personalized communications, by fragmented audiences, in more markets . Managing this complexity across different stages of the buyer’s journey, in different languages, with skyrocketing amounts of content across numerous channels will be one of marketing’s top challenges to solve. Maximizing global opportunities and engagement will move up the priority list.

On an engaging social media presence:

Do what you would do in any social setting! Greet new people with friendly hellos, interact meaningfully with as many people as possible, share interesting stories and facts, find people with common interests and learn from each other, share others’ accomplishments and great ideas, and engage in dialogue not monologue. In other words, be the life of the party, but don’t be that self-centered narcissist everyone tries to avoid!

Christine MoormanDirector | The CMO Survey, Sr. Professor | Duke University

On the next 5 years for marketing:

The ability to creatively use a range of data sources to examine the impact of marketing on firm outcomes , including top-line, bottom-line, and stock market outcomes.

On an engaging social media presence:

Invent your own ways to reach your most valued customer. Don’t follow the competition and don’t try to be everything to all customers . Create value from engaging with these customers and then ensure you are capturing value for your company by harvesting the benefits of a strong brand and strong customer relationships to grow your company over the long-run.

Bill McCloskeyFounder | Only Influencers, LLC

On the next 5 years for marketing:

In my field, email marketing, we are undergoing a consolidation sea change . The longstanding brand in the ESP space, ExactTarget, has been absorbed into Salesforce and other mergers are being announced. This trend will most likely accelerate in the next five years.

On an engaging social media presence:

The biggest traffic driver on the web has always been email . Tighter integration between your email marketing strategy and your social media strategy is vitally important.

Saul J. BermanPartner, VP & Chief Strategist | IBM Global Business Services

On the next 5 years for marketing:

The digital reinvention of business, where digital becomes the primary channel  for most marketing for most businesses, along with results based expectations and analytics.

On an engaging social media presence:

Invest the time to engage and explore the latest social media platforms , as the cycles of platform innovation will continue to accelerate.

Linda IrelandPartner | Aveus

On the next 5 years for marketing:

The biggest challenge marketing leaders will face is to help their organizations agree upon and implement a customer experience that makes money. The industry must get better at big data to anticipate unmet needs . It must change to help marketing leaders use technology to redesign the product, process and emotional moments that have a disproportionate impact on customer success – and support and celebrate those who build on the values mutually shared by customers and company.

On an engaging social media presence:

To have an engaging social media presence, you must connect on the topics that matter most to your target customer, and evoke enough emotion or interest that causes them to share or act . Relevant, remarkable content for a target customer with a need or desire – that’s what is paramount for engagement.

Shaun SmithFounder And Author | Smith+Co

On the next 5 years for marketing:

To make marketing more holistic and seamless with the rest of the business. Over the years, perhaps driven by MBA programmes, Marketing has become a noun, a function, a set of processes. It needs to become a verb , everything that a brand does and more behavioural. The best brands marry the rational with the emotional so marketing becomes an integral part of the experience.

On an engaging social media presence:

Be clear about your brand purpose and tell the story to your customers in a compelling way, that motivates them to participate and add richness to the story. For example, Burberry’s Art of the Trench. Stop being driven by the meaningless quest for more ‘Likes’ and start creating true meaning for customers.

Patrick HanlonFounder, Chief Executive Officer | Thinktopia®

On the next 5 years for marketing:

A decade ago, I wrote “our only constant today is change .” This is still true, and it has accelerated. The middle man has been wiped out: disintermediated by new words, new values, new vision. Every category of our life is effected: home, family, education, economics, race, values, energy, war, medicine, food, transportation. But with great change comes great opportunity.

On an engaging social media presence:

This seems self-serving, but “The Social Code”. It is the only construct that defines how to design and attract social communities . And it is actively endorsed and promoted by YouTube, the largest social engagement platform on the planet. It is your unfair advantage: those who adopt it create meaningful viral communities, those who don’t, don’t.

David NewberryFounder | Market-In360

On the next 5 years for marketing:

Customers will require brands to be more socially responsible. To demonstrate both sustainability and direct support for local communities. This will require brands to be more transparent, authentic and caring. Successful companies will be those that bring their values to life  by sharing real-life people stories from communities that have benefited from brand engagement.

On an engaging social media presence:

The content needs to be helpful, to serve a purpose. It needs to solve an issue, impart knowledge, provide a new perspective or even lighten the day, but it needs to have value. In addition if you are sharing content from others, always try and add your perspective , why it is worth sharing / why it is of interest as social content should always be personal.

Jeffrey PeelManaging Director | Quadriga Consulting Ltd

On the next 5 years for marketing:

The continued move towards digital marketing. We may not like it but it’s inevitable and it’s good. And marketing strategy will be impossible without deep knowledge of digital .

On an engaging social media presence:

Don’t keep it so safe that it becomes bland and inhuman. Social media is social after all .

Barnaby WynterOwner | The Brand Bucket Company Ltd

On the next 5 years for marketing:

Technology in our homes will enable buying patterns to be more closely monitored  and link directly to forward thinking retailers. Your fridge will know more about you than you do!

On an engaging social media presence:

Define your Value Proposition clearly and then use social media channels to express this  insightfully and appeal to your ideal prospects.

Gary KatzChairman | Marketing Operations Partners & Marketing Future Forum

On the next 5 years for marketing:

Our focus will shift from marketing optimization to marketing innovation . Most of our resources today are dedicated to feeding the machine – content, campaigns, leads, pipeline. As we move toward 2020, our strategic vision will motivate us to put greater energy and commitment into building the marketing organization of tomorrow.

On an engaging social media presence:

Your social media presence starts with what makes you unique. Start by knowing yourself  – what are your gifts, passions, goals? Then articulate what makes you different and how you get results, ideally in the words of your employers or customers. But most importantly, in order to be engaging, you need to engage. Be proactive. Stay visible. Offer value. Act with courage.

Brad ShorrDirector Of B2B Marketing | Straight North

On the next 5 years for marketing:

Internet users are becoming much more visual, and much more reliant on mobile devices; in 5 years desktop usage will be a mere fraction of what it is today . Internet marketers will have to overhaul their entire approach to Web design, SEO, PPC, and content marketing.

On an engaging social media presence:

What’s worked best for me is trying to be responsive and helpful at all times. I only share content that is really, really good . I try to answer questions and thank people for mentions quickly and genuinely. These things are pretty basic, but are at the heart of any good business relationship.