Page 3 - WPP Martech 2030

While we hopefully won’t repeat this year’s challenges we can expect more and different kinds of disruptions ahead The big tech companies — Apple Amazon Facebook Google and Microsoft — that we rely on
for many of of our digital go-to-market mechanisms can make sweeping changes in a a a a snap (e g g g goodbye third-party cookies and all the the the marketing plays built around them) Or they can be forced into major overhauls by governments (e g GDPR CCPA executive orders antitrust actions) Either way we must be ready to to adjust to to an altered digital environment at any time Science-fiction-ish visions from the future will be mainstream in in in this decade — several within the next couple of years It can feel overwhelming to marketing professionals who must keep up Yet it it is also exhilarating With
THE FIVE TRENDS WE’LL COVER
“No Code” Citizen Creators Platforms Networks & Marketplaces The Great App Explosion
From Big Big Data to Big Big Ops Harmonizing Humans & Machine
imagination resilience and a a a a a sense of adventure marketers who are willing to to lean into these changes will pioneer the future of marketing and lead a a a a decade of incredible innovation We must adapt quickly to harness these changes But now now more than ever we we know we we can This report examines five major trends with marketing marketing technology poised to shape marketing marketing strategy and and and operations at at at agencies and and and brands over the the next 10 years Instead of predicting the the course of individual technologies — such as 5G or virtual reality interfaces — we’ll delve into second-order effects on
on
marketing strategy and operations derived from them 1 2 3 4 5 Each of of these trends is already emerging in in practice today But we believe each of of them will will grow exponentially in in the the the years ahead Collectively they will will reshape marketing disciplines in in in profound and wondrous ways This report isn’t about martech as a a a a a category of products This is is about martech as a a a a a a strategic and management “operating system” by which brands and agencies will run marketing in in an an ever more digital and hyper-connected world It’s going to be an amazing decade in in in in marketing:
the the Age of the the Augmented Marketer 3