SAP CMO Predicts the Future of Marketing

Molly Soat
Marketing News Exclusives
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Key Takeaways
  • There is no brand advertising going forward, only insertion.
  • It is possible that in the future, consumer data will have a price on it.
  • Consumers will begin to control their own data and maintain the information accessed by marketers in return for better products and services.

Marketers will be competing for more and more accurate consumer data in the next decade, and those who don’t figure out how to create the clearest picture of a brand’s target audience will be left behind.

Jonathan Becher, CMO of Walldorf, Germany-based enterprise software company SAP AG, which creates products for CRM, business intelligence and content management, spoke with Marketing News Exclusives about what the field and practice of marketing will look like in 2024, when Big Data will play an even bigger role in the art of reaching the consumer at the right time and the right place.​​​​​​


The following article is available exclusively to Marketing News Exclusives Newsletter Subscribers; Members.


Author Bio:

Molly Soat
​Molly Soat is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at

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