Florian Haller, CEO of Serviceplan Group, said marketing is now more important than ever for business success [1].
This shift reflects a broader transition in how companies engage with consumers. As digital touchpoints multiply, the ability to synthesize technical data with creative execution determines whether a brand can maintain loyalty throughout a customer's entire interaction with a product.
Speaking June 26, 2026 [1], at the European CMO of the Year awards ceremony, Haller said there is a fundamental evolution in the industry. He said that marketing has moved far beyond the scope of traditional advertising [1]. According to Haller, the discipline now occupies the center of the entire customer journey [1].
This central position is defined by the convergence of three distinct pillars: data, technology, and creativity [1]. By integrating these elements, companies can move away from isolated campaigns and toward a cohesive experience that follows the consumer from initial awareness to final purchase, and beyond.
"Marketing has evolved far beyond traditional advertising, and now sits at the centre of the whole customer journey where data, technology and creativity meet," Haller said [1].
The CEO's remarks highlight a move toward holistic business strategies. In this model, the marketing department does not simply promote a finished product; it informs the product's development and delivery based on the data gathered during the customer journey [1].
“"Marketing is more important than ever."”
The transition of marketing from a promotional tool to a core operational hub indicates that data-driven insights are now primary drivers of corporate strategy. By positioning marketing at the center of the customer journey, firms are prioritizing user experience (UX) and lifecycle management over one-off advertising spends, effectively merging sales, product development, and communication into a single integrated stream.
