Which Technologies Fit Where In Marketing's Future

Marketing relationships are changing from invisible and one-sided to visible and cooperative — manifested through uniquely designed, valuable experiences. Meanwhile, customers are increasingly delegating decision-making to their own intelligent agents, which commoditizes brands. For marketers to survive and thrive through this shift requires replacing stale views of marketing technologies with a new conception based on treating marketing as a form of theater: Craft your initiatives by thinking in terms of stages, actors, props, and the scenes and acts in which they participate. This report highlights the myriad technologies that will shape marketing's future in the context of a classification based on this theater-inspired model. Forrester has also created a companion Excel workbook, "Which Technologies Fit Where In Marketing's Future: A Segmented Vendor Reference For Marketers," which contains more detail about those technologies.