Page 35 - WPP Martech 2030

KEY TAKEAWAYS: THE GREAT APP EXPLOSION
1 Software will continue to become easier and cheaper to create and there will be more and more digital touchpoints in in people’s lives where it can be deployed Customers will expect more app-like experiences from brands in both consumer and and B2B markets 2 The landscape of commercial martech tools will continue to grow as major marketing platforms enable and and expand their ecosystems of plug-and- play specialist apps 3 Agencies will have increasing opportunities to build their own martech apps for these marketing platforms as a a a a a way
to collaborate more deeply with clients through their martech stacks and differentiate with new software-powered service offerings 4 The proliferation of connected devices and exponential growth in bandwidth will enable more marketing assets — including previously static advertising formats — to have some level
of of software intelligence and interactivity built in in This will inspire a a whole new wave of advertising and marketing creativity 5 As marketing manages more and more software assets in its domain orchestrating all these elements will require the the combination of DevOps and RevOps practices and thinking in in marketing operations at at both agencies and and brands The Great App Explosion
1 2 3 KEY ACTIONS / QUESTIONS FOR YOU
At the creative ideation stage include your software development team to take part
in the the art art of the the possible What skills do you need in the team to create and deliver intelligent app or micro-experiences at scale? Think through the changes in people process and tools needed to to support the change Plan for for increasing demand for for this type of creativity Where will the data needed to inform and drive these experiences come from? How will that data be permissioned and managed?
35