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The Rise of the Marketing Technologist - DP Show Up Webinar 12/12/12
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The Rise of the Marketing Technologist - DP Show Up Webinar 12/12/12


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Guest presenter, Gene De Libero, introduces the role of marketing technologist and the compelling reasons for adding this pivotal position to your team. …

Guest presenter, Gene De Libero, introduces the role of marketing technologist and the compelling reasons for adding this pivotal position to your team.

"By 2017 the chief marketing officer will control more technology spending than a company's CIO." - Gartner

"It's pretty clear that in the future every company will be a tech company as consumers become more gadget obsessed and marketers of all stripes deal with tech-enabled tools." - AdAge, October 2012

Featured Speaker:

Gene De Libero has variously served as an independent business and IT advisor, CIO, CTO, COO and head of product development and digital technology in public and private companies in a multitude of verticals, as well as founding several new media start-ups. He is currently serving as Chief Strategy Officer at AREA203 Digital, a full-service digital agency in Chattanooga, Tenn.

De Libero has focused on solving complex business and marketing problems using digital strategies, tactics, and technologies. He has also been engaged in developing innovative products, services and training in the areas of strategic networking for new media, technology, digital marketing, and social media.

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  • 1. “The Rise of the Marketing Technologist” December 12, 2012
  • 2. We’re in the Technology Business“The next five years should be a time of intense experimentation torecalibrate the relationship between marketing and IT. This is a callfor more cross-disciplinary teams of marketing and IT pros and newC-suite roles (chief marketing technologist, perhaps?) and jobdescriptions. And this isnt just a conversation for tech companies.Its pretty clear that in the future every company will be a techcompany as consumers become more gadget obsessed andmarketers of all stripes deal with tech-enabled tools.” – AdAge, October 2012
  • 3. We’re in the Technology Business“One of the challenges with digital media is that to truly understand itspotential you have to understand technology, at least at a base level. Somemarketers embrace this, but its certainly not part of the job description. Manyagencies assume that marketers dont want to, or cant, understand thetechnology.” -Matthew Greitzer, VP of Search Marketing and Head of AtomSystems [currently co-founder of Accordant Media]“The introduction of new digital technologies will inevitably lead to thecreation of jobs that haven’t previously existed, with highly specialized skillrequirements. But beyond these specialist type roles, the talent crisis is muchbroader. In fact, I would argue that all business talent needs to evolve byattaining a broad spectrum of digital skills, and more importantly a digital wayof thinking.” -Shane Steele, Vice President, Global B2B Marketing, Yahoo!
  • 4. CMOs Will Spend More than CIOs “By 2017 the chief marketing officer will control more technology spending than a companys CIO” - Gartner• Marketing is purchasing significant marketing-related technology and services from their own capital and expense budgets – both outside the control of the internal IT organization and in conjunction with them.• Companies spent up to $25 billion worldwide on marketing software last year, up from about $20 billion the previous year. As a comparison, overall corporate software expenditures totaled $115 billion.• Approximately a third of marketing department expense budgets is devoted to purchases such as systems to manage customer relationships, predict customer behavior, run online Storefronts.• The BIG question - Does a CMO have the expertise to drive tech with the background and architectural understanding of a CIO? Gartner
  • 5. The Economist Intelligence released a report based some research done in July of 2012. A global survey of some 389 executives. Therespondents are based in Western Europe (40%), North America (27%), Asia-Pacific (24%), Latin America (6%), Middle East/Africa(2%) and Eastern Europe (1%); a total of 42 countries are represented. The take-away is that marketing is in a period of great change,its becoming more strategic, and many organizations are not yet in agreement on what that means for the CMOs role and priorities.
  • 6. To put this in perspective, only 13% of the respondents picked advertising/agency experience. This is effectively saying thattechnical expertise is nearly twice as important as agency experience for CMOs in the eyes of business executives. Thatsuggests not just a shift in marketing capabilities, but a tectonic shift in marketing culture.
  • 7. What is Marketing Technology[…and why is it so important?]
  • 8. Evolution of MarketingSimple Trade: Everything available was made or harvested by Marketing Departments: New levels of affluence providedhand and available in limited supply consumers with more power in the marketplace. Businesses consolidated marketing-related activities (advertising, sales,Production: Mass production increased the availability of promotion, public relations, etc.) into a single department.product options in the marketplace. Marketing Company: No longer was marketingSales: Competition for market share increased. Companies compartmentalized – it became the goal of the business. Allhad to work harder to sell their product to consumers. employees became part of the marketing effort, eitherCommoditization emerged; products became commodities directly or indirectly, and the customer became king.and price became the distinguishing competitive advantage.Relationship Marketing: The goal is to build a long- Social/Mobile Marketing: Focuses on real-time connectionsterm, mutually beneficial, relationship with the customer. The and social exchanges based on relationships driven by thefocus changed to lifetime customer value and customer consumers (permission-based or opt-in relationships).loyalty.
  • 9. Marketing TechnologyInternal technology is what we use tomanage and analyze marketingoperations, such as analytics, SEOauditing, competitive intelligence, andsocial media monitoring.External technology includes theplatforms we use to reach our audienceand deliver content — websites, ads, landing pages, emailcampaigns, and apps of all kinds.Product technology — features that arebuilt into your very products andservices, which directly feed into yourmarketing ecosystem.
  • 10. Who is this Marketing Technologist […and what does he/she do?]
  • 11. The Marketing TechnologistSkills• Knows business and technology• IT [and Engineering] experience• Early adopter of technology• Links theory and practice• Passionate about marketing
  • 12. The Marketing TechnologistMission• Translates strategy into technology [and technology into strategy]• Creates synergies of [useful] data and technologies across the marketing organization. Web analytics, marketing automation, advertising behavioral segmentation -- are all fairly sophisticated on their own. The problem is that behind the scenes, they dont talk very well together. Its not because the products cant talk together -- its because there isnt really anyone connecting the dots.• Injects technology into the DNA of marketing – practices, people, culture
  • 13. The Chief Marketing Technologist
  • 14. Brave New WorldENIAC. Image courtesy of The University of Pennsylvania and Michel T. Huber.
  • 15. “The Rise of the Marketing Technologist”• Marketing Technology isn’t a fad – it’s here and now. And it’s here to stay.• Success in marketing today is based on the ability to build mutually beneficial, permission-based, opt-in relationships.• The landscape is changing – consumers are “untethered”. Mobile interactions are exploding and consumer usage patterns, needs, and desires are changing…rapidly.• Agencies and Brands need the business, marketing, [big] data- driven analytical capabilities and technical expertise a Marketing Technologist can bring.
  • 16. Thank You“The Rise of the Marketing Technologist” Gene De Libero Chief Strategy Officer AREA203 Digital 631-780-4363