Dollars, Bits and Atoms: A roadmap to the future of marketing Rob Salkowitz Partner/Director of

About our work

Conducted March-December, 2013 Interviews, events, survey of literature Major brands, agencies, startups Impact of emerging technology on marketing organizations Big DataSocialPervasive ComputingCloud About the research

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?

Forecast map

Big trends and themes Data + Context + Pervasive Computing = 1.Mass Personalization at Scale 2.Digital/Physical Blend 3.Marketing becomes Experience Management

Coming soon Apps for objects Apps talk to apps Heads-up displays Anamorphic ads Context-aware content Consumerization of JIT D2D commerce Personalized pricing

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

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

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