Page 16 - WPP Martech 2030

Trend
02
Yet while a a highly connected digital world has generated these new challenges for us us it has also given us us new organizational structures to overcome them Three patterns have emerged:
Platforms Software and and and hardware platforms have ushered in in tremendous extensibility and and and remixability on on top of of standardized foundations — from early operating systems such such such as as Windows to to to modern device platforms platforms such such such as as iOS Android Amazon Alexa and and Philips Hue to to current SaaS platforms platforms such such such as as as HubSpot Salesforce Shopify and and Xero Developers stand on on the the the the shoulders of of giants to create specialized apps that inherit the the the the the capabilities of of of of the the the the the platform platform upon which they’re built Users of of of these platforms benefit from a a a a a a a a a a a a a a spectacular variety of of of apps They can choose ones that best suit their their their needs and preferences — or or even make their their their own — while being assured of their their their interoperability around shared data models operating workflows and and user interface standards This platform pattern is is also applied to to content and campaigns where foundational creative assets are designed to to facilitate independent production of variations and localizations within a a a a a a a a a a a a a a a common marketing framework The The biggest advantage of of platforms is their adaptability The The ecosystem of of things built around them can continually evolve to to rapidly address new use cases and emerging innovations without having to to explicitly coordinate their actions with with with a a a a a a a a a a a a a a central authority Platforms with with with a a a a a a a a a a a a a a large ecosystem of creators are extremely resilient The advantage of such chains was optimizing for efficiency squeezing out waste from even highly elaborate end- to-end processes As long as we we were operating in in a a a stable environment we could produce relatively predictable outcomes with speed scale and precision But the digital world is eclipsing traditional chain-style thinking There’s much less predictability in in today’s business environment Markets competitors and customer expectations can change swiftly Every year new new technologies bring new new capabilities new channels and new consumer experiences — in in in turn enabling new business models models and operating models models that harness them The speed by which these changes are spread and adopted continues
to accelerate In this environment efficiency is is still valued But we’ve come to appreciate agility adaptability and resilience as even more valuable business characteristics What good is a a highly efficient operational pipeline if it’s eclipsed by an entirely different
16