About

Ed Gaskin 

My professional focus is marketing innovation, helping companies incorporate advances from marketing science, technology and engineering into their marketing, (strategy, research, communications, operations and analytics) to improve efficiency and effectiveness as a way to gain competitive advantage and/or create shareholder value.

Over the past 20 years I have created successful marketing strategies for CEOs and CMOs in numerous industries, at different life cycle stages, from the product level to the corporate or country levels. My broad experience, education and commitment helps me identify the marketing application of emerging technologies and has enabled me to become an expert in marketing innovation strategy.  CMOs will need to have a better understanding of marketing innovation strategy, management and methodologies as marketing becomes more technological and “scientific” and to be in a proactive position, able to respond opportunistically, and to have a better understanding if the latest advance is a game changer or a distraction.

Marketing Innovation

The purpose of this site is to look at marketing innovation strategy and management, with the belief that every company needs a marketing innovation strategy. The discipline of marketing is undergoing a radical transformation, such that companies need a marketing innovation strategy to ensure their internal marketing capabilities can lead or respond to external changes. We look at changes in marketing science, marketing technology and marketing engineering as the drivers of marketing innovation. The drivers of innovation in marketing used to be the academic community particularly in the social science areas, large consumer packaged goods companies who collectively spent hundreds of millions on marketing and had a vested interest in investing in consumer research to ensure those investments were as productive as possible. Now marketing is more likely to be changed by Silicon Valley and technology firms both large and small.