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The Convergence of Marketing and Technology
 

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