Page 24 - WPP Martech 2030

Trend
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Brands and and agencies will compete within marketplaces and platform ecosystems strategically deciding
which ones to to participate
in in — and how to to differentiate themselves within them them They will source more services on- demand through networks and and marketplaces to increase speed or or scale decrease costs and provide more flexibility in their their operations And they will build their their own platforms networks and marketplaces as the architectural structure of digital business Brands and and agencies will compete within marketplaces and platform ecosystems strategically deciding
which ones to participate
in — and how to differentiate themselves within them They will source more services on-demand through networks and marketplaces to increase speed or scale decrease costs and provide more flexibility in their operations And they will build their own platforms networks and marketplaces as the architectural structure of digital business Platform businesses have proven to be be robust in in turbulent times being able to quickly adapt around their foundational core Over the next ten years brands will increasingly build customer engagement and business models around platform concepts In turn agencies will need to help their their clients to build out their their business platforms as all parts of the business become increasingly interconnected and interdependent Particular attention in platform and network design will be on sharing data and and resources and and enabling increasing levels of automation The objective will be to empower marketers to tap broad ecosystems — many with participants beyond the boundaries of the firm — to rapidly build deeper and more connected experiences experiences and micro-experiences for customers Marketing in in the 2020s will be driven by the Ecosystem Economy 14
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In the Ecosystem Economy What’s Your Strategy? Michael G Jacobides Harvard Business Review September-October 2019 issue