By 2020, advertising will shift from being an additive element to being an invisible, inspirational, and indispensable part of product and service experiences.
— Karl Isaac, Head of Brand Strategy and Innovation, Adobe (2014)
Given the increasing rate, magnitude, and impact of change, advertisers, marketers, and their colleagues throughout their organizations and across their external collaborators outlined in Part I are looking for a way out of the reactive mode. Importantly, instead of focusing on what is wrong with the current approaches and players, our approach has been to engage our Wharton Future of Advertising Innovation Network in an exercise of “idealized design.” Simply put, we asked executives, academics, next gen, and others, “Given what you know about what is transpiring, what could/should advertising look like in 2020?”
Collectively, we propose a future with radically new mindsets and approaches that could enable far more effective and more desirable outcomes for advertisers, their organizations, their collaborators, and their audiences. We've termed this vision the All Touchpoint Value Creation Model, summarized as: The ongoing, synergistic orchestration and optimization of all touchpoint value creation among an enterprise, the people in its network, the people it seeks to reach and serve, and the societies and cultures in which it exists and has responsibility.
The All Touchpoint Value Creation Model has four key ...