Innovation in Marketing

5 key themes of Modern Marketing innovation Innovation is a concept that is referenced regularly in marketing content: from blog posts to keynotes, it is widely acknowledged as a critical ingredient for success in the digital age. Yet, for all the importance attributed to innovation, it is rarely analysed or explored. We decided to take a closer look to understand how marketers perceive innovation both inside and outside their own organisations. How do marketers define innovation? What are the main enablers of innovation? Do they feel their own marketing is innovative?  We wanted to answer these questions, and more, to understand the key drivers and challenges. We went about doing this by surveying the attendees of our 2014 UK Roadshow in London. This group was made-up of senior-level marketers, representing a wide variety of sectors; both consumer and business-to-business. The Five Key Marketing Innovation themes From the survey results, we distilled five key themes, some of which c


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