dollars, bits and atoms: a roadmap to the future of marketing rob salkowitz partner/director of...

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_us

newbusiness@mediaplant.net