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Dollars, Bits and Atoms: A roadmap to the future of marketing

Dollars, Bits and Atoms: A roadmap to the future of marketing. Rob Salkowitz Partner/Director of Strategy @ mediaplant_us. About our work. About the research. Conducted March-December, 2013 Interviews, events, survey of literature Major brands, agencies, startups

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Dollars, Bits and Atoms: A roadmap to the future of marketing

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  1. Dollars, Bits and Atoms:A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us

  2. About our work

  3. About the research • 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

  4. What’s going on? • 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

  5. Forecast map

  6. Big trends and themes Data + Context + Pervasive Computing = Mass Personalization at Scale Digital/Physical Blend Marketing becomes Experience Management

  7. Coming soon • Apps for objects • Apps talk to apps • Heads-up displays • Anamorphic ads • Context-aware content • Consumerization of JIT • D2D commerce • Personalized pricing

  8. Challenges for marketers • 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

  9. Takeaways • 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

  10. For more information Mediaplant.net/report • @mediaplant_us

  11. Thank You! www.mediaplant.net @mediaplant_us newbusiness@mediaplant.net

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