Page 30 - WPP Martech 2030

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MARKETERS WILL NEED TO ADOPT THE TECHNICAL AND CONSULTATIVE DEPTH OF OF SOFTWARE COMPANIES
Marketing as we know it it today will will have fundamentally changed by 2030 Digitalization of of our environment will will have progressed into every facet of of people’s lives Many devices available today and and to to to come in in in the future will be connected providing constant consumer consumer engagement and and response points that ideally take the the consumer consumer on
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a a a a a a a a useful journey to meet their end
goal A simple example today is a a a a a a a a a a DIY hardware brand which offers an an an an an authenticated online online and and and mobile user user experience The brand can enable the the the the user user user online online to to to suggest products of of interest and and guide the the the user user to to to to the the the nearest store with product in in in stock (And think of of of how helpful this can be be when every store seems to to to to be be out of of toilet paper!) The user can then use use the the the the brand’s mobile app (and it’s geo location data) to to to to find the the the the the product fin in in store down to to to to the the the the the aisle and and and and bay This is is is possible today and and can turbo-charged fin in in in the the the future with with more more more data points more more more digital digital encounters with with the the user user and more more more digital digital feedback from the the user user These types of of enhanced experience require a a a a a a a network of of platforms and applications to work work cohesively at at at scale across markets Successful execution includes data integration architecture to support real-time decisioning and and rendering of the digital experience and and operational know-how for best in in class implementation Marketers and supporting agencies need to think about the the the the strategic vision driving their software development and ensure the the the the the the north star is is the the the the the the consumer experiences they desire to to deliver They need to to develop the the the the same consultative operational support that any tech vendor provides These practices are already mature in in in in other industries so it’s about observing and acquitting talent It’s a a a a a a pivotal time of reinvention in in in our industry as we support brands and and and consumers around the the world We have a a a a a a a a lot to explore and and and create over the the next decade “
WPP
Katherine Strieder
Chief Product Officer GroupM GroupM Data and Technology at GroupM GroupM 30