Marketing, stripped down to its barest form, has been around since the Stone Age.

Take Neolithic hunter-gatherers, for example, who steadily transitioned into farming and trading produce. They might not have known it at the time, but whenever they told friends about their produce or tried to strike a deal, they were essentially marketing themselves to one another.

Today, 12,000 years on from this word-of-mouth advertising, its evolution continues. Marketers continue to search for the ‘next big thing’ that will make their campaigns pop. And rooted at the heart of this ‘next big thing’ is innovation.

But why should marketers continue chasing the path of innovation - and what kind of impact can innovative marketing have on your business?

1. It determines your survival

Innovation isn’t just about creating stand-out campaigns and tugging at customers’ heartstrings in a way that’s never been done before. It’s also about necessity.

Evolving and adapting to the changing communications landscape is more important now than ever before. Take the death of the cookie, for example. If marketers don’t innovate...