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The marketing technologist clients need new vendors
How the marketing landscape has been transformed by technology, giving rise to a new client marketing discipline and a new breed of vendors.
The marketing technologist clients need new vendors
- 2. • The newmarketing process, driven by technology • A new relationship for IT and Marketing: the Marketing Technology discipline • A new kind of supplier: the Mktng Tech agency
- 3. “I feel morelike a CIO than a CMO! I have marketing automation, CRM, listening platforms – I’m up to my eyeballs in technology.” From Stretched to Strengthened, IBM Global CMO Study 2011
- 4. ZMOT: Winning theZero Moment of Truth, Jim Lecinski
- 5. // Agency Marketing ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
- 6. Google it Visit website Followon Twitter Check out competitors Read reviews Discuss with friends Check online communities Comparison / aggregators
- 7. 1. Mainly digital 2.Multi-touchpoint 3. Real-time dynamics 4. Few boundaries 5. Experience IS the brand
- 8. From Stretched toStrengthened, IBM Global CMO Study 2011
- 10. Mktg IT
- 11. Mktg IT Little perspective on each other’s business needs.
- 13. IT is thedepartment of “no” IT doesn’t speak marketing’s language IT doesn’t understand the need for speed IT isn’t concerned with the customer Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
- 14. IT is thedepartment of “no” Marketing is IT doesn’t speak spin. marketing’s language Marketers don’t care about IT doesn’t integration understand the need for speed IT isn’t concerned with the customer Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
- 15. Marketing Mktg Technology IT Office
- 16. Marketing Mktg Technology IT Office Collaborative Expert - Fluent in Tech and Brand Unite enterprise strategy with marketing tactics Agile – and Scalable
- 17. “Splintering touchpoints andthe growing torrent of data force marketers to build up investments in technology to keep up with customers. To manage and direct the increasingly complex marketing technology stack, Forrester recommends that organizations create a marketing technology office.” – Forrester Research Inc. October 2011 ‘3 Approaches to the Marketing Technology Office’
- 18. • Translate CMOstrategy 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
- 19. New discipline New requirements New suppliers
- 20. Mktg IT
- 21. Mktg IT Agencies
- 22. Mktg IT Product Agencies Vendors
- 23. Mktg IT Product Agencies Consultants Vendors
- 24. Marketing Mktg Technology IT Office Product Agencies Consultants Vendors
- 25. Marketing Mktg Technology IT Office Product Agencies Consultants Vendors
- 26. Marketing Technology Landscape MOBILEMARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT TARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING CREATIVE OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM MARKETING AUTOMATION SEARCH AD MANAGEMENT WIDGETS/PLUG-INS SALES AUTOMATION SOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASES SOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT MULTI-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
- 27. Marketing Mktg Technology IT Office Marketing Technology Agency Product Agencies Consultants Vendors
- 28. • 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
- 29. Matt McNeany CEO matt.mcneany@codeworldwide.com