As much as technology is enabling marketers to get closer to consumers, it is also enabling consumers to push further away from marketers. Increasingly, programmatic marketing to reach individual consumers with individually customized offers is matched by programmatic consumption in which consumers employ technologies to automate choices (and to block marketing). The result is a rapidly evolving marketplace in which algorithms are slugging it out and consumers turn their time and attention to other things. This future is rapidly at hand, and it is one of extreme disintermediation. Marketing metrics, both traditional and new, measure various levels and types of consumer involvement. These have little if any relevance in a future of programmatic consumption. In this webinar, Kantar Futures’ executive chairman J. Walker Smith outlines a view of where the marketplace is headed and the imperatives of success in that future.
This FutureView presentation is part of the U.S. Yankelovich MONITOR subscription service.