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.

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The marketing technologist clients need new vendors

  1. 1. • 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
  2. 2. “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
  3. 3. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  4. 4. //Agency Marketing ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  5. 5. Google itVisit websiteFollow on TwitterCheck out competitorsRead reviewsDiscuss with friendsCheck online communitiesComparison / aggregators
  6. 6. 1. Mainly digital2. Multi-touchpoint3. Real-time dynamics4. Few boundaries5. Experience IS the brand
  7. 7. From Stretched to Strengthened, IBM Global CMO Study 2011
  8. 8. Mktg IT
  9. 9. Mktg IT Little perspective on each other’s business needs.
  10. 10. 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
  11. 11. 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
  12. 12. MarketingMktg Technology IT Office
  13. 13. MarketingMktg Technology IT Office Collaborative Expert - Fluent in Tech and Brand Unite enterprise strategy with marketing tactics Agile – and Scalable
  14. 14. “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’
  15. 15. • 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
  16. 16. New disciplineNew requirements New suppliers
  17. 17. Mktg IT
  18. 18. Mktg ITAgencies
  19. 19. Mktg IT ProductAgencies Vendors
  20. 20. Mktg IT ProductAgencies Consultants Vendors
  21. 21. Marketing Mktg Technology IT Office ProductAgencies Consultants Vendors
  22. 22. Marketing Mktg Technology IT Office ProductAgencies Consultants Vendors
  23. 23. 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
  24. 24. Marketing Mktg Technology IT Office Marketing Technology Agency ProductAgencies Consultants Vendors
  25. 25. • 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
  26. 26. Matt McNeany CEOmatt.mcneany@codeworldwide.com

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