Helen Tupper: Turn lack of knowledge to your advantage

We’re lucky in our profession that we are provided with a constant opportunity to learn, develop and increase our knowledge. While the basics of marketing remain, how we execute against them changes constantly due to the dynamics of our markets, the expectations of our customers and the impact of technology.
We’re expected to know about everything from the impact of GDPR to the role of chatbots in the customer experience and the efficiency of programmatic advertising, to name bu