When the world’s leading analytics company wants to explore the future of marketing, they choose a venue that symbolises winning: the Dutch national football team’s headquarters.
SAS Institute – whose software turns raw data into strategic intelligence for global enterprises – hosted 100 marketing leaders at the KNBV’s iconic Zeist facility. After opening remarks from Dutch football executives, I presented my vision on how marketing will be revolutionised in the next decade.
Today’s marketers think in terms of websites and social media. Tomorrow’s will orchestrate campaigns across connected cars, smart clothing, intelligent kitchens, and even biometric data from inside the human body. Every surface becomes a potential touchpoint.
But it’s not just about new channels. Marketing interactions will span mobile, online, VR/AR, holographic displays, and eventually the metaverse. Add AI’s predictive and creative capabilities, and we’re looking at a complete transformation of how brands connect with consumers.
