On-Demand Marketing

Not totally on-board with everything here (by 2020 we won’t be tapping things to enable NFC connections nor will companies be texting us when we already have their app installed on our device or wearable), but this is an thought-provoking overview of just how much the web and coming improvements in consumer technology and IT infrastructure (more agile databases in the cloud etc) will change marketing itself in the next decade:

The coming era of ‘on-demand’ marketing | McKinsey & Company: “What’s next? Deploying tools that rapidly assemble databases of every customer contact with a brand, companies will need to push every customer-facing function to work together and form an integrated view of consumer decision journeys. With longitudinal pictures of customers’ touches and their outcomes, companies can model total costs per action, find the most effective decision-journey patterns, and spot points of leakage. As more contacts become digitized—and they will—the data will gradually get easier to create.”

Mobile is the linchpin of the user experience in 2015-2025, but we can’t forget wearables, such as Google Glass, and how much those will impact marketing as well.

via @similarweb on Twitter.

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