Page 25 - WPP Martech 2030

Platforms Networks and Marketplaces
KEY TAKEAWAYS: PLATFORMS NETWORKS & MARKETPLACES
1 In a a a a digital world brands and and agencies are shifting from static linear and hierarchical business models models and operating models models to more dynamic structures and processes organized around platforms networks and marketplaces 2
Brands and and agencies will participate
in many marketplaces networks and platform ecosystems but
some of the most strategic opportunities will be in in creating their own 3 Platforms thrive when they provide a common underlying architecture and governing principles that standardize data and operations across a a a a high volume and wide variety of digital elements and interactions Good platforms enable greater
innovation and experimentation to blossom on on their foundations independent of the core 4
Marketplaces
thrive when they optimize matching of supply and demand and and yet also provide trusted and reliable mechanisms to assure delivery and compliance in those transactions 5 The dynamics of the Ecosystem Economy will shape marketing strategy and operations both inside and outside the firm including collaborations between brands and and agencies 1 2
3 KEY ACTIONS / QUESTIONS FOR YOU
What are the platforms and ecosystems that you you or or your organization own or or or participate
in? What’s at at at at the core? How digitally enabled are they?
Where are the opportunities to develop integration partnerships and open elements of the services you participate
in? Think through the collections of capabilities that you have that aren’t linked yet — is there an opportunity to create a a a a a platform?
25