1. Move From Integrated Marketing To Connected Marketing

"I would argue that we're really past [integrated marketing]. We have to get to connected marketing. It's not just about putting a bunch of different marketing assets and pieces that are all linked together in one campaign concept, but it's taking it even further and making sure that there's a social element to that," Skelley said.

He pointed to the rising number of millennials in decision-making positions as one major driver for the need to utilize social media to the fullest.

"Millennial decision-makers are becoming more prevalent in what we're trying to do and what we're trying to drive. If we're not amplifying our message through social we're really missing a huge opportunity," he said.