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The marketing technologist   clients need new vendors
 

The marketing technologist clients need new vendors

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How the marketing landscape has been transformed by technology, giving rise to a new client marketing discipline and a new breed of vendors.

How the marketing landscape has been transformed by technology, giving rise to a new client marketing discipline and a new breed of vendors.

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    The marketing technologist   clients need new vendors The marketing technologist clients need new vendors Presentation Transcript

    • • The new marketing process, driven by technology• A new relationship for IT and Marketing: the Marketing Technology discipline• A new kind of supplier: the Mktng Tech agency
    • “I feel more like a CIO than aCMO! I have marketingautomation, CRM, listeningplatforms – I’m up to myeyeballs in technology.” From Stretched to Strengthened, IBM Global CMO Study 2011
    • ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
    • //Agency Marketing ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
    • Google itVisit websiteFollow on TwitterCheck out competitorsRead reviewsDiscuss with friendsCheck online communitiesComparison / aggregators
    • 1. Mainly digital2. Multi-touchpoint3. Real-time dynamics4. Few boundaries5. Experience IS the brand
    • From Stretched to Strengthened, IBM Global CMO Study 2011
    • Mktg IT
    • Mktg IT Little perspective on each other’s business needs.
    • IT is the department of “no” IT doesn’t speak marketing’s language IT doesn’t understand the need for speed IT isn’t concerned with the customerMastering Customer Data—A CIO Imperative, Forrester Research July 2011
    • IT is the department of “no”Marketing is IT doesn’t speakspin. marketing’s languageMarketers don’tcare about IT doesn’tintegration understand the need for speed IT isn’t concerned with the customer Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
    • MarketingMktg Technology IT Office
    • MarketingMktg Technology IT Office Collaborative Expert - Fluent in Tech and Brand Unite enterprise strategy with marketing tactics Agile – and Scalable
    • “Splintering touchpoints and the growing torrent ofdata force marketers to build up investments intechnology to keep up with customers.To manage and direct the increasingly complexmarketing technology stack, Forrester recommendsthat organizations create a marketing technologyoffice.” – Forrester Research Inc. October 2011 ‘3 Approaches to the Marketing Technology Office’
    • • Translate CMO strategy into Technology• Agility in implementation• Stability in architecture• Awesome User Experiences across touchpoints• Liberate, integrate and re-use Data• Build skills & knowledge across teams• Ensure IT rigour and governance in Marketing Technology
    • New disciplineNew requirements New suppliers
    • Mktg IT
    • Mktg ITAgencies
    • Mktg IT ProductAgencies Vendors
    • Mktg IT ProductAgencies Consultants Vendors
    • Marketing Mktg Technology IT Office ProductAgencies Consultants Vendors
    • Marketing Mktg Technology IT Office ProductAgencies Consultants Vendors
    • Marketing Technology LandscapeMOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENTTARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKINGCREATIVEOPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM MARKETING AUTOMATIONSEARCH AD MANAGEMENT WIDGETS/PLUG-INS SALES AUTOMATIONSOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASESSOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCESOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENTMULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT External Promotion Customer Experience Marketing Management by Scott Brinker @chiefmartec http://www.chiefmartec.com
    • Marketing Mktg Technology IT Office Marketing Technology Agency ProductAgencies Consultants Vendors
    • • Strategists – What does your business and brand look like in a technology driven world? How does it make money?• Architects – A technology plan that is both Agile and Scalable?• Developers – Hands-on coders• Integrators – Reduce; reuse; recycle – to release value• Deliverers – Less talk; more action
    • Matt McNeany CEOmatt.mcneany@codeworldwide.com