How Martech advances digital transformation and how transparency, human touch, tech-creative and convergence will change the future of Martech.

1. M A R T E C H
2 0 1 8
THE FIVE FACES OF

2. “Digital Darwinism
Technology and society evolve faster than
an organiza5on can adapt.
Brian Solis

6. Too many technologies?

7. AI/Cogni=ve + Data
Chat-bot, Tensorflow/Caffe
Cloud + Digital Everything
IFTTT, Smart Home/City, AR/VR
All-in-One Voice Assistant
Google Home, Alexa
Blockchain 2.0 & Beyond
Smart contract, digital iden=ty, aTen=onBiz
Industry 4.0 technologies
Digital twin, plaXorm economy
Supercompu=ng and super-wire
Quantum compu=ng, 5G
Digital Transforma8on
People
Process
Data
Tools
CONSUMERISMDigital CX
Put Martech into a bigger picture

8. > Democra=za=on
Make it easy/ease to use

10. Remember, marketers and sales, and in some cases interns and management trainees, are
your key clients.
Not the IT guys.
Easy to Use

11. IMPACT/VALUES
EASE/EASY TO USE
How easy is easy? Use
Automa=on
Efficiency
Enhancement
Collabora=on
CRM
Marke=ng
Automa=on
CMS
CDP
WeChat
Ding Ding
DMP
VR/AR
Blockchain
Alexa
Webinar

12. > Tech-Crea=ve

13. Brands are publishers.

14. Mondelez will focus on forming media partnerships to acquire, develop and distribute content that will promote its so-called “power brands” like Oreo
cookies and Trident gum. The idea is that becoming more of a publisher will open up new revenue streams.
Mondelez will invest in content proper=es and intellectual property that will enable it make money from selling distribu=on rights, adver=sing and
brand integra=ons, said Laura Henderson, Mondelez’s global head of content and media mone=za=on.
Brands need content that is not just an ad but has a strong narra=ve and bakes the essence of a brand into the concept from the beginning —
something that can be difficult for an outside agency to achieve.
Mondelez spent $1.5 billion on adver8sing in 2015. The company aims for up to 10% of its global media investments to break even or turn a profit
by 2020.

16. Brands expects
technology to be crea8ve…

20. AI-powered Crea=ve

23. > Human Touch

24. Human Touch = immersive

26. Human Touch = conversa=onal

28. Human Touch = emo=onal

29. “You can basically bring anything to life,
whether it’s a virtual spokesperson or we
can even animate non-human
characters”
Mark Sagar
Soul Machines Co-Founder & CEO

30. How Martech can help?

31. > Transparency

32. Globally, 29 percent of the $27 billion spent on programma=c
adver=sing in 2016 was on "invalid traffic“.
What about China?

33. NYIAX’s plaXorm was built using Nasdaq’s exchange technology, which incorporates blockchain as its core ledger
for transac=ons.

37. > Convergence

38. 3
8

39. 39

40. MARTECH AND ADTECH COVERGENCE

42. Democra=za=on
Tech-Crea=ve
Human Touch
Transparency
Convergence

43. Content Consumer
Context Commerce
Convergence
Transparency
Tech-Crea=ve Human Touch
Democra=za=on
Convergence

44. “Digital Darwinism
Only the fi;est survive.

45. THANK YOU
Q&A