The Convergence of Marketing and Technology
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The Convergence of Marketing and Technology

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This PPT was originally presented at ASAE's Technology Conference and Exposition on December 14, 2010. Conference hashtag: #tech10. Session hub: #tech10 td1.

This PPT was originally presented at ASAE's Technology Conference and Exposition on December 14, 2010. Conference hashtag: #tech10. Session hub: #tech10 td1.

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The Convergence of Marketing and Technology The Convergence of Marketing and Technology Presentation Transcript

  • 2010 Technology Conference & Expo
    The Convergence of Marketing and Technology
    December 14, 10:30
    David DeLorenzo, NACUBO • Mike Guerrieri, ASHAAmy Hissrich, ASAE • Rick Henderson, ASHABill Walker, DelCor
    Twitter: #tech10 td1
    1
  • Critical factors
    Leadership
    Opportunity
    Reality
    morgueFile
    2
  • Who’s driving?
    Not this kind of convergence!
    Flickr: Rob!
    3
  • Different drivers
    Marketing
    Revenuegeneration
    Understand the marketplace
    Identify value and forge the brand
    Customer service and supply chain management
    Technology
    Security
    Support, maintenance and integration
    Understand, manage and use data rationally
    Best use of internal resources
    Testing
    photos: morgueFile
    4
  • Audience poll
    Where do Marketing and IT sit in your organization?
    Flickr: quite peculiar
    5
  • Tip
    Look to organizational leadership for guidance, strategy
    Leverage – or change – business processes to facilitate cooperation
    Organizational goals should drive departmental goals
    6
  • ASAE website redesign
    A microcosm of Marketing & IT working together
    7
  • Audience poll
    Have you conducted a re-design …or at least thought about it?
    Flickr: sidewalk flying
    8
  • The perfect convergence example
    Nexus of marketing, communications, content, and technology
    Online mirror of theoffline organization
    Unique field oftenhoused outside of marketing or IT
    Integrated
    Flickr: Melyss33
    Case study: ASAE website redesign
    9
  • Tip
    Be inspired by everything
    Data
    Process
    Creativity
    Intuition
    Teammates
    10
    Flickr: Accretion Disc
  • REALITY
    Divergence happens
    Departments have“personalities” and canbe perceived differently
    Decision points basedon resources, outcomesand what is (or isn’t) inthepipeline
    11
    Flickr: SkyWhisperer
  • Audience poll
    When Marketing and IT are at an impasse,how is it resolved?
    Flickr: Sarah Korf
    12
  • Tip
    Base decisions on organizational goals
    Evaluate resources and impacts carefully
    Outsourcing doesn’t necessarily equate to efficient use of resources
    No now doesn’t mean no forever
    Factor in how you will demonstrate ROI
    13
  • Engage for success
    Encourage participation
    Prioritize early
    Maintain memberfocus
    Communicateclearly, concisely,consistently
    Flickr: uppercorris
    Case study: ASAE website redesign
    14
  • Tip
    Identify the tools up front, BUT
    Set goals first, choose tools second
    photos: morgueFile
    15
  • Convergence through process (1)
    Cross-functional strategy session
    Priorities
    Audiences
    Broadened to larger team
    Expectations
    Convergence
    Case study: ASAE website redesign
    16
  • Convergence through process (2)
    Found real members to match personas
    Member input and testing
    Online card sort
    Changeable
    Flickr: define23
    Case study: ASAE website redesign
    17
  • Tip
    Look for areas of common interest, such as
    Unified shopping cart
    Data management
    Surveys
    18
  • Ask the audience
    What are your IT/marketing issues?
    How do your IT/marketing people work in harmony?
    19
  • Tip
    Be creative
    Flickr: StartTheDay
    20
  • Takeaways
    Leadership
    Align departmental goals with organizational goals
    Find the middle ground
    Communicate
    Respect
    21
  • Takeaways
    Opportunity
    Identify simple wins to build upon
    Look for alignment of goals, resources, outcomes
    Is now the right time?
    Be creative
    22
  • Takeaways
    Reality
    Match the tool to the goal
    Create collaboration through process
    Pilot where possible
    You can’t always getwhat you want
    Flickr: digikuva
    23
  • Contact Information
    David DeLorenzo
    CTO
    NACUBO
    202.861.2526
    ddelorenzo@nacubo.org www.nacubo.org
    Mike Guerrieri
    IS Director
    ASHA
    301.296.8660
    mguerrieri@asha.org www.asha.org
    Rick Henderson
    Marketing & Sales Director
    ASHA
    301.296.8680
    rhenderson@asha.org
    www.asha.org
    Amy Hissrich
    VP, Web Initiatives
    ASAE
    202.326.9532
    ahissrich@asaecenter.org www.asaecenter.org
    Bill Walker
    Marketing Manager
    DelCor Technology Solutions
    240.821.1765
    bwalker@delcor.com
    www.delcor.com
    24