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Marketing Technology & Future Trends
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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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    Marketing Technology & Future Trends Marketing Technology & Future Trends Presentation Transcript

    • Rise of the MarketingTechnologist
    • * 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
    • Marketing was pretty easy in my daysRemember those 4 Ps...?
    • Anno 2012 Marketing is riding akiller wave of new technology.
    • The Extended Web Has brought endless opportunities to Marketers
    • But added an equal amount of complexity...
    • The next 5years will see an explosion of marketing technology
    • • WebCreated by YOU! • Social Media • Cloud • Devices • Interactive Apps • Semantic web • Your products…
    • Technology decisions andmarketing strategy areintertwined.
    • Bringing all groups together doesn’tnecessarily produce the best solution.
    • MarketingIT
    • So who navigates?
    • Not another layer ofmanagement.
    • Instead, a new pillar in thestructure of marketing. Creative Research Technology
    • 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
    • BringsMarketing andtechnologyunder oneumbrella.
    • Balance powerwith IT, outsideagencies, andtechnologyvendors.
    • Direct the landscape of marketing technology.(Marketing vision + technical depth)
    • Enable the CMO to wield technologyas a strategic marketing capability.
    • But where do you findmarketing technologists?
    • Not all marketers will be technologists.
    • Just like not all marketers are “creatives.”
    • But technology MUST becomepart of marketing’s DNA.
    • A blossoming generation of webdevelopers and web entrepreneurs.
    • Agencies, Technology vendors
    • YOU?
    • Sir Tim Berners-Lee
    • ➔ 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...:-)!
    • 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