Companies like Facebook only hire technical marketers. This is fast becoming the new normal. In his session, Mike will walk us through how to foster a tech-savvy, cross-disciplinary marketing team with the right set of tools and methodologies to produce effective results for your brand.
Technical Marketing: The New Normal by Michael King - #SEJSummit Atlanta
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TECHNICAL MARKETING IS
THE PRICE OF ADMISSION
Michael King (@iPullRank)
Founder, iPullRank
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For years traders felt like the markets
“weren’t the markets" anymore, but didn’t
know why.
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It wasn’t until “flash crash” of May 6, 2010
that brokers really started to understand.
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ROBOTS HAD TAKEN
OVER THE MARKETS
Or rather high frequency
trading algorithms did
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The SEC implemented Reg NMS to require
bid distribution across multiple exchanges
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LATENCY CREATES
ARBITRAGE
OPPORTUNITIES
High Frequency Traders
capitalize on the microsecond
latency between trades
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Front Running with HFT
Exploiting the latency between trades, they could trade against you
before your original trade went through.
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These people embraced technology and
created an opportunity in a fragmented
marketplace
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This is Where We’re At
Now is the time to find
the crevices in the
market to see outsized
returns.
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We’re Not Ready for Right Now...
Most marketers
feel that their team
is not ready to
handle today’s
technology.
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We’re Not Maximizing
Most people are using
their marketing
technology just for email
marketing.
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How About the IoT?
So where does that leave
marketing for the
upcoming explosion of the
Internet of Things?
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It leaves you right here.
Not ready for what hit you.
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We All Agree IoT is Next
Senior marketers
agree that IoT is
the next big thing,
but there’s a
disconnect with
current channels
and technology.
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…But Few Are Ready
We are on the verge of a
technological revolution that
marketers are not ready to capitalize
on.
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Technical Expertise Not Needed?
Marketers marketing to
marketers want you to
believe that technical
expertise is not a
requirement.
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HAVE YOU HEARD OF
JAVASCRIPT?
JavaScript MVW frameworks
have made content
accessibility a little more
difficult in recent years.
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ANGULAR’S GROWTH
IS A KEY REASON WHY
SEO is more technical than
ever before, actually.
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“NO IMPLEMENTATIONS
UNTIL 2017”
And still you are at the mercy
of technology and your
development team.
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SECRET: NOTHING IS EVER
THAT HARD.
Developers are seen as magicians so they get away with a lot
because you don’t understand what they do.
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This is exactly why “growth hackers”
are eating your food.
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The New Normal
Companies like Facebook
only hire technical
marketers. This is fast
becoming the new normal.
#SEJSummit
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WHAT DO YOU KNOW
ABOUT ADWORDS
SCRIPTS?
Did you know some marketers
automatically make their PPC
bids change based on the
weather?
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EVER RETARGET THE
WRONG PERSON?
Did you know that’s easily
solved on the frontend
multiple different ways?
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EVER WANTED TO
RETARGET JUST ONE
PERSON?
Cookie pools have minimums,
but I solved that with a few
lines of code.
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Did You Know Your Ad
Network Will Lie to You?
If you’re not savvy enough to
figure it out, you could be
wasting big portions of your
budget. h/t @willcritchlow
https://medium.com/@robleathern/the-mobile-
video-ad-lie-938a6de51367
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Does Programmatic Scare You?
The programmatic ad marketplace is not much different from high
frequency trading. Are you ready?
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THIS IS NOT ABOUT
LEARNING TO CODE
It’s about understanding possibilities and communicating effectively
with your team to capitalize on them
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OH, You’re Still Siloing
Your Teams?
Despite how ineffective it is,
companies still take an
assembly line approach where
marketing and development
don’t interact
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The modern marketing team must
have developers on it.
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Of big firms now have a chief
marketing technologist. This is
good news.
Gartner
81%
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WE ARE MATH MEN
AND MAD MEN.
It’s about understanding possibilities and communicating effectively
with your team to capitalize on them
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Change the Perception
Marketers are OK with not
knowing how things work
which makes developers
dismiss you.
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It’s like speaking French in Paris.
They’ll just be happy that you tried.
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Stay Up on Coding Trends
What’s popular in the
development community
dictates where trends are
going.
HackerNews
BuiltWith Trends
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Learn Your Tools Well
I’ve never seen an
instance of Omniture
set up properly. I
rarely see someone
who knows how to
use it.
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Establish a Baseline
of Skills
Everyone on the iPullRank
team knows HTML, CSS,
SEO and Google Analytics
no matter what they do.
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T-Shaped Marketer
Modern marketers must
have a working knowledge
of many different
disciplines with deep
knowledge in a core skill
of their choosing.
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Cornerstones Haven’t Changed
Fundamentally, marketing is still
the same. The medium, tools, and
speed have changed dramatically.
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HTML & CSS
Learn how to build a web page.
https://www.codecademy.com/tracks/web
HTML & CSS
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APIs
Learn how to make applications talk to each other.
https://www.codecademy.com/apis
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SQL
Learn how to work with databases.
https://www.codecademy.com/courses/learn-sql
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Search Engine Optimization
Learn how to make content visible.
http://www.distilled.net/u/
#SEJSummit
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Pay Per Click
Learn how to advertising auctions work.
https://support.google.com/partners/answer/6123881?hl=en
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Content Strategy
Learn how to make useful and usable content.
http://thecontentstrategytoolkit.com
http://contentstrategy.com
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User Experience
Learn how to plan user experiences that work for your target
audience. http://www.uxapprentice.com
#SEJSummit
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Measurement
Learn how to measure the performance of marketing activities.
https://analyticsacademy.withgoogle.com
#SEJSummit
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Data Mining
Learn how to dig through
your idea to identify
opportunities.
https://www.coursera.org/
specializations/datamining
#SEJSummit
#Searchmetrics @iPullRank
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Optimization
Learn how to optimize experiences for the completion of business
objectives. http://do.thelandingpagecourse.com/
#SEJSummit
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Tools Create Oppportunities
Tools can be
transformative to
workflows and efficiency.
They can also create
entirely new opportunities.
#SEJSummit
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API Growth
APIs have exploded in the last 5 years. There’s more structured data
available than ever before.
#SEJSummit
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MarTech Landscape
Don’t worry, most of this stuff sucks and tried and true or free open
source solutions work just fine.
#SEJSummit
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“Tools must shift from lines of code to
declarative tools that allow business
analysts to drag and drop processes, and
users to compose apps rather than code
them.”
…and that’s where things are headed.
#SEJSummit
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No Code is MarTech’s
Best Trend
Tools like Optimizely, Google Tag Manager, Zapier and Unbounce put
the power back in the hands of marketers
#SEJSummit
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MySQL
Excel’s million row
limit isn’t going to
cut it in the big data
environment.
http://www.mysql.com
#SEJSummit
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MySQL for Excel
Pull your preprocessed query data into Excel.
https://www.mysql.com/why-mysql/windows/excel/
#SEJSummit
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Google Analytics
Google Analytics is more than everything you need for effective
measurement. http://www.google.com/analytics
#SEJSummit
#Searchmetrics @iPullRank
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Programmable Web
Stay in the know about what data is available.
http://www.programmableweb.com
#SEJSummit
#Searchmetrics @iPullRank
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GA Query Explorer
Get the most out of GA by querying the API.
https://ga-dev-tools.appspot.com/query-explorer/
#SEJSummit
#Searchmetrics @iPullRank
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Google Tag Manager
Google Tag Manager is the future of measurement setups.
http://tagmanager.google.com/
#SEJSummit
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CHECK OUT OUR
FREE GUIDE TO GTM
http://ipullrank.com/google-tag-manager
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Orange
Make data mining a visual
process rather than just a
mathematical one.
http://orange.biolab.si
#SEJSummit
#Searchmetrics @iPullRank
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Local Web Server
Download a web server for building and testing.
https://www.apachefriends.org/index.html
#SEJSummit
#Searchmetrics @iPullRank
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MailChimp
From newsletters to trigger emails for marketing automation,
MailChimp is usually all you need.
#SEJSummit
#Searchmetrics @iPullRank
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You’re a Conductor
Your job as a modern
marketer is to be a conductor
across many disciplines.
#SEJSummit
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Strategic Planning
You need to be able to
bring a strategy together
from end to end that
also covers the technical
aspects
#SEJSummit
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Model
Identify a performant segment of your audience
Develop a hypothesis
Launch something to support the hypothesis
Determine how to measure
Listen to performance
Optimize Accordingly
#SEJSummit
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“Only teams where there’s cross-discipline
understanding are going to be able to produce truly
exceptional marketing content, and the gap
between those agencies and clients and everyone
else is only going to get more obvious as the rate of
progress hastens.”
@PeteWailes
#SEJSummit
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This Is What We Do
RESEARCH &
PLANNING
Hitting the Right Targets
SOLUTIONS
ARCHITECTURE
Making Software Work
Media
management
Paid Media Amplification
CONTENT
STRATEGY
Making the Right Content
#SEJSummit
#Searchmetrics @iPullRank
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This Is What We Do
SEO & SOCIAL MEDIA
Earned Media
EMAIL MARKETING
Taking the Message to the User
MEASUREMENT
Performance Insights
OPTIMIZATION
Testing and Learning
#SEJSummit
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