marketing technology will eat adtech: soon by dave morgan
TRANSCRIPT
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MARKETING TECHNOLOGY WILL EAT ADTECH:
SOON
DAVE MORGAN M A RT E C H , S a n F r a n c i s c o
M A R C H 2 2, 2016
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FAST-EMERGING FUTURE STATE OF ALL MEDIA, MARKETING, AND COMMUNICATIONS CHANNELS
People-based Outcome-driven Digitally Integrated Directly-measured
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‘Wanamaker problem’ is going away… fast.
5 years.
IMPLICATION #1
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ALL COMMUNICATION CHANNELS WILL BE OUTCOME-MEASURED
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Out: Intermediate metrics like GRP, CPM, impressions. In: Ultimate metrics like sales, ROAS, marketshare.
IMPLICATION #2
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Media industry realigns. ‘Media output’ buying/selling gives way to ‘business outcome’ markets.
IMPLICATION #3
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Simplifies: marketing supply chain Shrivels: intermediaries-to-intermediaries (90% of digital ad market) Thrives: intermediaries to principals (consumers and marketers)
IMPLICATION #4
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Marketing (and commercial communication management) becomes true core competency for successful enterprises More functions insourced More direct investment in tech & data
IMPLICATION #5
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Adtech to martech “transition” happens two ways… “Gradually, then suddenly.”
IMPLICATION #6
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ARE YOU READY?
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