So while agencies and clients refine their techniques, how about actual negotiations? Tina Fegent, a marketing consultant, says that, despite a proliferation of digital procurement tools – quantum computing, machine learning, enterprise blockchain, human augmentation and robotic process automation – all ideal for the buying of goods, they won’t make much of an impact on the marketing pitch process.
Other techniques from commerce could be more useful. “Diesel has just unveiled a 360-degree online selling platform and showroom, called Hyperoom, which is going to ‘create immersive and emotional engagements with buyers and vendors’,” Fegent says. “So will the pitch of the future be able to do that? We know how important the chemistry element is in pitches, so can the technology we have been using over the last three months still provide our marketing version of an immersive and emotional connection between agencies and clients? In short, yes, for the majority of the process. I hope the future is very similar to the last three months with a few tweaks.”
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