XL…美元、比特和原子：营销未来的路线图

DOLLARS, BITS,AND ATOMS:A Roadmap to the Future of Marketing Reportauthored byRob Salkowitz,MediaPlantdirector of content and strategy,principal author and investigatorAugust 15, 2013 ABSTRACT Technologyis driving unprecedented disruption in marketing and advertising. Where isit all going and what does it mean to today’s marketing decision-makers? This paper andforecast map present a high-level view of the changing landscape for marketers. It is thefirst in a series of five to be released in the coming year, produced by MediaPlant with thesupport of Microsoft, based on conversations with industry thought leaders, technologyinnovators, and outside experts. Our goal is to provide a schematic for understanding thecauses, manifestations, and implications of change and a roadmap for organizations lookingpast the next bend in the road. TOWARD THECONNECTEDCUSTOMER SOCIALAND TECHNOLOGICAL MEGATRENDSARE SHAPINGTHE FUTURE OF COMMERCE. APPS AND DIGITAL DATA, ALREADYUBIQUITOUS, ARE EVOLVING AND BECOMING EMBEDDED INTOEVERY ASPECT OF BUSINESS AND LIFE, RAISING EXPECTATIONSAND CHANGING THE CUSTOMER EXPERIENCE. KIMI SOGENO WALKS INTO THE TRENDY BOUTIQUE of quality, value, and the brand’s reputation for using fairlabor practices. in Dubai after receiving an alert that the dress featured in herfavorite videos and seen in the pages of her most-read digitalfashion app-zines is in stock at that location. Contextual awareness, cross-media content, socialintegration, personalization, and connection between thecustomer, the physical space, and the digital data stream:nearly every “future of retail” presentation of the past decadehas offered these features as enticements to marketerslooking for ways to bring new technology to bear on theold, familiar challenges of brand awareness, consumerengagement, and customer experience. Staff are notified of her arrival and an associate is sent tothe back room to obtain the dress and several other itemsin her size, along with another style that two of her friendsrecently purchased, in colors that match her recent tastein shoes and accessories, as she enters the store. Kimitries on a few of the samples while comparing prices andevaluating reviews in the peripheral vision of her heads-updisplay. After making her selection, she is presented witha few add-on items at promotional prices. She selects oneand completes the transaction using a combination of creditand loyalty points. Several of her friends are automaticallyinformed of her new purchase and she receives aninvitation to show off her new items over tea at a nearbycafé later that afternoon. But Kimi’s story is no longer crystal ball gazing: most of theelements of this scenario are present in today’s technologylandscape or very close to maturity. Creating a marketingexperience is increasingly a straightforward matter technically,with the hard challenges being the creation of effective, attentivecampaigns based on an understanding of customer lifestyles. Most of the elements of familiar “future ofmarketing”scenarios are present in today’s technology landscapeor very close to maturity. So how do we get from here to there? We need a map. Meanwhile, another shopper in the same store is left aloneto browse at her leisure. Her privacy settings make her datavisible only to close friends or qualified business contactsbecause she finds over-sharing distasteful. Associates inthe store attend to her with old-fashioned service skills;the apparel she selects wins her over with its combination This paper brings together ideas from industry leaders inmarketing, advertising, customer experience, and technologyto show where today’s trends in marketing are leadingand how organizations can plan their current and futureinvestments to make the vision real. Foundations:WHAT’S DRIVING CHANGE? innovation like Silicon Valley and New York, butaround the world. These upstarts are creatinglean and ingenious solutions to all kinds ofbusiness challenges, many of which havevast and disruptive implications for marketingorganizations. Young people, young companies,and young societies around the world are nowdefining global culture, forcing global businessto respond. BROADLY SPEAKING,change in the world ofmarketing is coming as a result of global socialmegatrends (demographics, fragmentation ofmass markets, the rise of emerging economies,and so on) and innovations in technology (social,mobile, Big Data, and the cloud). See sidebars formore detailed discussion. bored with ads that don’t delight; they becomecontemptuous of brands that do not stayconsistently true to their ideals and principles. to target and measure performance, leading tobetter outcomes and predictable costs. Customers who are exposed to this kind ofservice start to wonder why all product andservice experiences do not take place at auniformly high level. They become impatientwith service that fails to comprehend theirproblem or anticipate their desires; they become As a result, marketing