Dive Brief:
- Innovation centers are going to be major influences on marketing, according to research from Altimeter Group and Capgemini.
- Not only will marketers need to understand what is going on with innovation, the future of marketing will also be customer-centric.
- The research found only 38% of 200 companies studied have innovation centers, but the successful companies were able to make rapid changes in their process and pipelines.
Dive Insight:
The Altimeter Group and Capgemini teamed up to study 200 companies and release a report titled, "The Innovation Game," focused around key cities and regions for innovation such as Silicon Valley, Toronto, Berlin, Bangalore and Singapore. Brian Solis, author of What's the Future of Business and analyst at Altimeter Group, said innovation centers provide more value for marketers than R&D units because instead of focusing on next generation products, they focus on startups and consumer behavior. In light of this, Solis sees the future of marketing as very innovation center-based and customer-centric, and these fundamental shifts present a challenge for both B2C and B2B marketers.
Solis said, “The future of marketing has nothing to do with marketing. It has everything to do with experiencing what's going on where the innovation begins. You gain perspective by looking at the world through the eyes of your digital customers.”