dollars, bits and atoms: a roadmap to the future of marketing rob salkowitz partner/director of...
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Dollars, Bits and Atoms:A roadmap to the future of marketing
Rob SalkowitzPartner/Director of Strategy
@mediaplant_us
About our work
• Conducted March-December, 2013
• Interviews, events, survey of literature
• Major brands, agencies, startups
• Impact of emerging technology on marketing organizations
Big Data Social Pervasive Computing Cloud
About the research
• Separate digital marketing streams are converging: data, content, mobile, social
• Cloud-powered tech startups are disrupting marketing
• The business model for delivering marketing services is straining at every point: leadership, talent, ecosystem
• The roles of marketers and technologists are blending
What’s going on?
Forecast map
Big trends and themesData + Context + Pervasive Computing =
1. Mass Personalization at Scale
2. Digital/Physical Blend
3. Marketing becomes Experience Management
Coming soon• Apps for objects
• Apps talk to apps
• Heads-up displays
• Anamorphic ads
• Context-aware content
• Consumerization of JIT
• D2D commerce
• Personalized pricing
• Hacking the conversation
• Unifying experiences across screens and space
• Targeting and measuring content across the customer journey
• Personalizing experiences without the “creepy” factor
• Retooling organizations to keep pace
Challenges for marketers
• Marketing bears the brunt of rising expectations– marketers must lead the organizational response
• Collaborating across organizational boundaries is critical– tear down the walls
• Digital marketing trends are connected, not siloed–
digital marketing investments should be strategic, not opportunistic
Takeaways
For more information
Mediaplant.net/report • @mediaplant_us