WPP Martech 2030: Five Trends in Marketing Technology for the Decade of the Augmented Marketer

Key takeaways

The Insight Report presented the following observations:

• ‘No code’ software and marketing tech will give more and more people the opportunities to create and deploy technological solutions.

• The ‘ecosystems’ we spend our digital lives and work in will continue to evolve into three distinct categories: Platforms (iOS, HubSpot, Salesforce), Networks (Facebook, LinkedIn, Slack), and Marketplaces (Airbnb, AdWords, App Store, Etsy, Fiverr)

• The world is on the verge of a ‘Great App Explosion’ as the barriers to entry to software and app development are removed.

• ‘Big data’ will shift to ‘big ops’ as companies develop how they manage the huge amounts of data they produce in a way that adds value.

• The relationship between AI and human beings in the field of marketing will harmonise, with AI deployment freeing up human time to work on high-level strategy and innovation.

In a Worldwide IT Industry 2020 Predictions report published a year ago, IDC estimated that “over 500 million digital apps and services will be developed and deployed using cloud native approaches” by 2023.