Martec CEO Scott Brinker’s speech to MarTech provided insight into the future.
“It’s been a crazy year.” With these words, Scott Brinker, CEO Martec of HubSpot and VP Platform Eco-System, launched MarTech’s virtual conference today. The organizational change is finally starting to keep pace with the technological changes this year.
“The Twilio guys surveyed 2,500 companies and found that 97% of them reported that COVID-19 accelerated their digital transformation,” he said. “Companies say, on average, they will speed things up in six years.”
Brinker, who also chairs the MarTech conference program, also cites evidence from McKinsey, whom this year discovered ten years of growth over a three-month period. Part of the rapid transition has been painful, Brinker admitted, but “there is good news. I really think we can. For years, things are going to get really interesting.
According to Brinker, the five trends that will determine the next decade are:
No code (makers of citizens);
Platforms, networks, and markets;
The great explosion of programs;
From big data to big operations; To be
Humanization of man and machine.
City makers, not developers, tend to create programs with no programming skills.
Platforms, networks, and markets. Although these three concepts overlap, Brinker sees them as (1) the general software foundation upon which to build solutions, workflows, and campaigns; (2) facilitate communication, collaboration, and resource sharing among users; and (3) spaces like Etsy and Fiverr that bring producers and consumers together.
The great explosion of programs. IDC has published estimates that by 2023, more than 500 million digital applications and services will be developed and deployed using the cloud.
From big data to big operations. After a decade of big data, Brinker said, the next decade will focus on the processes that activate it; the way it is distilled into information and perceptions; and how it is caused by marketers who can analyze the insights and orchestration of the following actions.
Humanization of man and machine.
The power of artificial intelligence will continue to grow, but it requires things that people specialize in, such as industry knowledge and business knowledge.
This was not our ‘advertising cycle’ for individual technologies. There are many predictions and I have never found them very useful for managers who want to develop their strategies and long-term possibilities.
Rather, let’s return to the second-order effects that so many of these diverse technological innovations are fueling: general standards for changing marketing organizations in a digital world. Of the five trends we examined, all came to the fore in practice. You can still use it today.
However, we believe that each of these models will grow exponentially over the next decade and redefine the nature of the technology and marketing industry:
Creative citizens “without code”
Platforms, networks, and markets
The big explosion of applications
From Big Data to Big Ops
Harmonization between man and machine
In addition to our research and analysis, we conducted a series of interviews with seven senior WPP managers, using their experience and perspective on the following topics:
Lindsay Shirley, Director of Human Resources, Wunderman Thompson Asia Pacific
Stephan Pretorius, Head of Technology, WPP
Katherine Strieder, Product Director, GroupM Data and Technology
Niel Bornman, CTO of data and products, WPP
Di Mayze, Head of World Data, WPP
Perry Nightingale, SVP Creative AI, WPP