Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of...
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Transcript of Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of...
![Page 1: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/1.jpg)
Dollars, Bits and Atoms:A roadmap to the future of marketing
Rob SalkowitzPartner/Director of Strategy
@mediaplant_us
![Page 2: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/2.jpg)
About our work
![Page 3: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/3.jpg)
• Conducted March-December, 2013
• Interviews, events, survey of literature
• Major brands, agencies, startups
• Impact of emerging technology on marketing organizations
Big Data Social Pervasive Computing Cloud
About the research
![Page 4: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/4.jpg)
• Separate digital marketing streams are converging: data, content, mobile, social
• Cloud-powered tech startups are disrupting marketing
• The business model for delivering marketing services is straining at every point: leadership, talent, ecosystem
• The roles of marketers and technologists are blending
What’s going on?
![Page 5: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/5.jpg)
Forecast map
![Page 6: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/6.jpg)
Big trends and themesData + Context + Pervasive Computing =
1. Mass Personalization at Scale
2. Digital/Physical Blend
3. Marketing becomes Experience Management
![Page 7: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/7.jpg)
Coming soon• Apps for objects
• Apps talk to apps
• Heads-up displays
• Anamorphic ads
• Context-aware content
• Consumerization of JIT
• D2D commerce
• Personalized pricing
![Page 8: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/8.jpg)
• Hacking the conversation
• Unifying experiences across screens and space
• Targeting and measuring content across the customer journey
• Personalizing experiences without the “creepy” factor
• Retooling organizations to keep pace
Challenges for marketers
![Page 9: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/9.jpg)
• Marketing bears the brunt of rising expectations– marketers must lead the organizational response
• Collaborating across organizational boundaries is critical– tear down the walls
• Digital marketing trends are connected, not siloed–
digital marketing investments should be strategic, not opportunistic
Takeaways
![Page 10: Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of Strategy @mediaplant_us.](https://reader030.fdocuments.in/reader030/viewer/2022033022/56649eaa5503460f94baed0b/html5/thumbnails/10.jpg)
For more information
Mediaplant.net/report • @mediaplant_us