Caroline Henno

Caroline Henno


Senior Consultant
IBM Watson Marketing


On the one hand, there has never been a more exciting time to be a marketer. It’s easier than ever (in theory) to reach large audiences very fast. New startups are disrupting traditional brands on an almost weekly basis. New business models are providing all kinds of new career opportunities. And the technologies that we now have at our disposal are allowing us to do things that we never thought possible just 20 years ago. 

On the other hand, executives are worried. Big data is getting bigger. Attention spans are getting shorter. Marketing strategies that worked three years ago don’t work anymore. And the amount of marketing technology vendors is doubling each year. These dramatic changes explain why so many executives feel overwhelmed and underprepared for the challenges that their business will face over the next five years. 

Digital Transformation brings some difficult challenges to marketers, but within these challenges lie great opportunities to build better customer experiences and deeper consumer relationships. 

There has never been a more exciting time to be a marketer. 

Welcome to The New Marketing Reality.