Page 58 - WPP Martech 2030

Conclusion
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Each of these five trends in in marketing technology and operations on on their own will have a
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significant impact on on the practice and profession of of marketing But combined they will transform our industry The common axis of that that transformation will be the astounding power that that individual marketers will have at at their fingertips to create experiment analyze and innovate like never before “No code” tools to to build experiences and orchestrate front-stage/back-stage workflows Platforms networks and marketplaces to harness incredible diversity of of of software and and talent Expanding ecosystems of of of integrated martech products and and the ability to to embed intelligence and and interactivity into nearly every asset that marketing creates via The Great App Explosion Exponential growth in digital reflexes empowered by the shift from big data to biBgI oGpsO P S
And harmonizing humans and machines with ever more advanced AI assistants It’s going to be an amazing decade in in in in marketing: The Age of the Augmented Marketer It is the the dawn of of The Age of of the the Augmented Marketer Early in the previous decade Internet pioneer Marc Andressen wrote an op-ed for The Wall Street Journal claiming that software was eating
the world 29 Indeed software has permeated nearly every aspect of our lives and businesses The Age of the Augmented Marketer will see that software-eats-the- world phenomenon grow by orders of of magnitude The total number of of “apps” in the world — any digital product or capability from giant platforms to tiny micro-apps and microservices — will grow by 1 000X or or more Software won’t just assist marketers Software will be the clay from which marketing is created O P S
58 29 The Wall Street Journal “Why Software is Eating the World” Marc Andreessen August 20
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