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

Thank You!www.mediaplant.net

@mediaplant_usnewbusiness@mediaplant.net