FAST-TRACK THE EFFECTS OF TECHNOLOGY BY CHANGING THE WAY WE THINK

LOOK at what is happening in the world, link it to your company's vision and then experiment. This is the simple three-step process Kate Eriksson, head of Innovation and disruption at PwC, advises marketing professionals when it comes to helping their companies stay on top in a fast changing world.

At last week's 2016 MarTech Summit in Sydney, Eriksson spoke about how marketing technology can power an organisation to where they want to go. Crucially, she believes that it is the "where you want to go" part which needs further discussion.

One fact which cannot be ignored is that the world, as we know it, is different. It is different because of the changing values of society and it is different because of the proliferation of technology. In turn, she encourages companies to change with it and represent the customer's changing needs.