Marketing Technology & Future Trends

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This presentation is loosely based on Scott Brinckers great story about the rise of the Marketing Technologist. www.chiefmartec.com. I delivered this presentation at a guest college about Digital …

This presentation is loosely based on Scott Brinckers great story about the rise of the Marketing Technologist. www.chiefmartec.com. I delivered this presentation at a guest college about Digital Marketing at the Rotterdam School of Marketing on August 4, 2012. Follow me @ twitter.com/arjanradder or contact me for a discussion on Marketing and Technology via arjan@raddermarketing.nl

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  • 1. Rise of the MarketingTechnologist
  • 2. * NIMA A + B in 1993...* 20 years Sales & Marketing at some of the worlds top brands* Sales Leader & Social Software Evangelist EMEA @ IBM* Digital Marketing Partner Manager & Evangelist @ Adobe* Founded Arjan Radder Marketing Concepts Q1, 2012
  • 3. Marketing was pretty easy in my daysRemember those 4 Ps...?
  • 4. Anno 2012 Marketing is riding akiller wave of new technology.
  • 5. The Extended Web Has brought endless opportunities to Marketers
  • 6. But added an equal amount of complexity...
  • 7. The next 5years will see an explosion of marketing technology
  • 8. • WebCreated by YOU! • Social Media • Cloud • Devices • Interactive Apps • Semantic web • Your products…
  • 9. Technology decisions andmarketing strategy areintertwined.
  • 10. Bringing all groups together doesn’tnecessarily produce the best solution.
  • 11. MarketingIT
  • 12. So who navigates?
  • 13. Not another layer ofmanagement.
  • 14. Instead, a new pillar in thestructure of marketing. Creative Research Technology
  • 15. Rise of the Marketing Technologist Marketing CTO(Chief Marketing Technologist)• Reports to CMO• Coordinates with IT• Coordinates with products• Technology expertise• Marketing savvy• Strategic role
  • 16. BringsMarketing andtechnologyunder oneumbrella.
  • 17. Balance powerwith IT, outsideagencies, andtechnologyvendors.
  • 18. Direct the landscape of marketing technology.(Marketing vision + technical depth)
  • 19. Enable the CMO to wield technologyas a strategic marketing capability.
  • 20. But where do you findmarketing technologists?
  • 21. Not all marketers will be technologists.
  • 22. Just like not all marketers are “creatives.”
  • 23. But technology MUST becomepart of marketing’s DNA.
  • 24. A blossoming generation of webdevelopers and web entrepreneurs.
  • 25. Agencies, Technology vendors
  • 26. YOU?
  • 27. Sir Tim Berners-Lee
  • 28. ➔ Customers, customers, customers!➔ Technology is always a means and not a goal➔ Understand the role and value of Technology (not (perse) the Techno itself)➔ Become, or become friends with, the Marketing Technologist➔ Always, always be aware of the future...➔ Never forget the 4 Ps...:-)!
  • 29. arjan@raddermarketing.nl – www.raddermarketing.nl – +31 6 2501 0586www.twitter.com/arjanradder – linkedin.com/arjanradder – slideshare.net/arjanradderInspirational credits to Scott Brincker, The Marketing Technologist. www.chiefmartec.com