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Who is The CMO of the Future?
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Who is The CMO of the Future?

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Who is The CMO of the Future? Who is The CMO of the Future? Presentation Transcript

  • The CMO of the Future@petesena
  • By 2017, the CMO will spend more time on technology than the CIO
  • why?
  • Technology can no longer be kept in a vacuum. When technology and creative marketing are kept separated, it is impossible for innovation to thrive.
  • are shifting their budgets towards digital progressive brands
  • is your brand one of them?
  • 10% 50%to Most companies spend of their marketing budget on digital marketing activities
  • As a result, marketers increase their budgets for digital and focus on technology-driven programs in the years ahead
  • So who is the CMO of tomorrow?
  • A hybrid: Part CIO and CTO Grounded in marketing strategy, responsible for owning brand innovation, and understanding how to leverage big data.
  • 50% of the new marketing hires in 2013 will have a technical background speaks 10101101
  • They can estimate what is technologically possible and roughly what it will take so they can red flag it when things aren’t getting done. CAN CALL bullshiT
  • And they will easily identify a true digital partner vs a snake-oil salesman. CAN CALL bullshiT
  • Start learning the lingo by spending more time with your team and agency partners. Where to start:
  • They are familiar with the digital ad landscape and understand the potential it holds gets the landscape
  • They help bolster internal and external new media buying and placement. gets the landscape
  • They explore behavioral retargeting, custom day parting, and multi-variant testing. gets the landscape
  • Start learning the lingo by spending more time with your team and agency partners. Here are a few tools to get you started. Where to start:
  • The future of big data isn’t collecting it. It’s being able to attribute and leverage it. gets big data
  • SEO isn’t going away, it’s just getting more human-centric. create content that ranks
  • Fill your toolbox with the right web analytics packages Where to start:
  • An application programming interface (API) connects platforms, databases, and functionality. Almost all major platforms have web services available to read and write from. understands API’s
  • They use a combination platforms to add an essential additional level of engagement to online experiences. understands API’s
  • Social media connectivity through Facebook or Twitter has become ubiquitous to online campaigns. Where to start:
  • Leverage location data for mapping and logistics provided by Google or Bing’s platforms Where to start:
  • Everyone expects more from digital today. Push the envelope to really engage consumers. embraces future devices
  • Wi-Fi enabled devices like Arduino or Raspberry Pi and context-aware sensors like the Kinect can be used to build interesting installations and brand experiences. Where to start:
  • Dynamic, behavioral-driven content makes the biggest impact. embraces marketing automation
  • Marketing automation tools help you deliver the right experience and perform at scale. Where to start:
  • of companies already have a Chief Marketing Technologist70%
  • of them report to marketing. 80%
  • How do you stay ahead of the curve?
  • Read the Full Article The Rise of the Marketing Technologist: The CMO of the future
  • @digitalsurgeons