More options for campaigns underscores the need for marketing strategy

I'm speaking on a panel this week about the future of marketing. My "headline" is going to be that there are a lot of small firms that tend to over-promise but then fail to deliver key items like analytics, high-level strategy, or targeted messaging. As IoT, more advanced analytics capabilities, continued shift to mobile, and other factors advance, it's going to even further bridge the gap between campaigns that perform and those whose message misses the mark or is blocked before ever reaching the customer. I came across this visual a few years ago and think it does a good job of illustrating the complex landscape - even in 2012.