Ektron Synergy 2014 - Thriving at the Intersection of Marketing & IT
 

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Marketing is being reinvented as a technology-powered discipline. From new, brand-defining ...

Marketing is being reinvented as a technology-powered discipline. From new, brand-defining
customer experiences to more efficient marketing operations, software is changing
what's possible. It's also changing the structure and culture of organizations
who embrace these possibilities. We'll take a whirlwind tour of the forces
driving this convergence and the ways in which companies and individuals can
thrive in it. Presented by Scott Brinker Scott Brinker, Co-founder & CTO, ion interactive

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Ektron Synergy 2014 - Thriving at the Intersection of Marketing & IT Presentation Transcript

  • 1. Thriving at the Intersection of Marketing & IT 7 Meta-Trends by Scott Brinker @chiefmartec
  • 2. Marketing is moving faster.
  • 3. Marketing is increasingly complex.
  • 4. From Stretched to Strengthened, IBM Global CMO Study 2011
  • 5. The only constant is change.
  • 6. Marketing is more strategic.
  • 7. 7X
  • 8. AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)
  • 9. “You may ask yourself, how do I work this?” – Talking Heads
  • 10. 7 Meta-Trends of a New Brand of Marketing
  • 11. Meta-Trend #1
  • 12. We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. “ ” – Amara’s Law
  • 13. www.kpcb.com/insights/2012-internet-trends The Re-Imagination of Nearly Everything
  • 14. “Magnitude of Upcoming Change Will Be Stunning”
  • 15. Where audience goes, marketing follows.
  • 16. Meta-Trend #2
  • 17. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  • 18. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  • 19. Query search engines Visit company web site Read educational content Follow on Twitter Visit competitor web sites Read reviews Discuss with friends Check online communities Comparison shop The ZMOT is a flurry of activity:
  • 20. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  • 21. “Big, large, glass buildings do not buy software. People do.” – Jonathan Becher CMO, SAP
  • 22. Meta-Trend #3
  • 23. Shift in buyer-seller information asymmetry.
  • 24. Shift in buyer-seller information asymmetry.
  • 25. Shift in buyer-seller information asymmetry. An increase in marketing responsibility. Customer experience Social media marketing Content marketing
  • 26. Meta-Trend #4
  • 27. Distance between communications and customer experience.
  • 28. Source: Forrester Research
  • 29. Great Experience = Great Brand
  • 30. Meta-Trend #5
  • 31. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
  • 32. New technology is constantly emerging.
  • 33. Brands continuously seek differentiation.
  • 34. Software is now easy to create and scale.
  • 35. The Golden Age of Marketing Software
  • 36. Software has become how marketing sees and touches the world.
  • 37. Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
  • 38. “He who controls the spice, controls the universe.”
  • 39. “He who controls the software, controls the marketing.”
  • 40. Who choreographs this ballet?
  • 41. Or is it more of a mosh pit?
  • 42. Who decides? • Marketers • IT department • Web shop • Vendors • Ad hoc • Technical depth • Right incentives • Business alignment • Accountability • Marketing vision On what basis? Technology Decisions in Marketing
  • 43. IT Marketing
  • 44. Marketing’s perceptions of IT: IT is the department of “no.” IT doesn’t speak marketing’s language. IT doesn’t understand the need for speed. IT isn’t concerned with the customer. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
  • 45. IT’s perceptions of marketing: Marketing is spin. Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
  • 46. Not a motto typically seen on the wall in IT. (And for good reason.)
  • 47. Standardize Experiment The Marketing Technology Cycle
  • 48. Well, there’s always a committee…
  • 49. IT MktgTraditional IT Mktg IT Co-located IT Mktg MT Embedded Independent IT Mktg MT Joint Venture IT MktgMT CommitteeIT Mktg iiiii IT MktgHostile LiaisonIT Mktgi Outsourced (Mktg) IT Mktg Outside MT Outsourced (IT) IT Mktg Outside MT Outsourced Triangle IT Mktg Outside MT Direct Report IT Mktg IT Mktg MT Practice Center MergedIT Mktg IT Marketing Marketing Technology
  • 50. King Solomon’s Marketing-Technology Split
  • 51. 81% of large organizations now have the equivalent of a chief marketing technologist role.
  • 52. 2X investment in “innovation” in marketing
  • 53. www.slideshare.net/marketingtransformation/the-chief-marketing-technologist
  • 54. A technologist by any other name… Marketing Technology Marketing Operations Marketing Engineering Marketing IT Marketing CTO Digital Services
  • 55. Data from Gartner 2012, graphic by IBM.
  • 56. Marketing Technologist = Choreographer
  • 57. Creative Agencies Tech Consultants Software Vendors CMO CIO The Marketing Technology Frenemy Triangle
  • 58. Not all marketers need be technologists.
  • 59. Just as not all marketers are “creatives.”
  • 60. But tech must be part of marketing’s DNA.
  • 61. Meta-Trend #6
  • 62. 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way? 3 Questions of the Daily Stand-Up:
  • 63. That is a dead marketing plan.
  • 64. Plan Create Distribute Measure Time The traditional multi-month marketing cycle:
  • 65. Our customers are now agile.
  • 66. Plan Create Distribute Measure Time That’s a problem, because this isn’t:
  • 67. What’s important in modern marketing? • Individuals and interactions • Responding to change • Customer collaboration • Working content, “experiences”
  • 68. From agile software development to agile marketing.
  • 69. In 2009, Google ran approximately 12,000 experiments.
  • 70. In 2009, Google ran approximately 12,000 experiments. Only about 10% of them led to business changes.
  • 71. Big Data Big Testing Big Experience Generate hypotheses Prove cause- and-effect Deliver better experiences
  • 72. Meta-Trend #7
  • 73. 7 Meta-Trends of a New Brand of Marketing
  • 74. “…the key meta-trends that will define how all marketing is done in a world of technology enablement...” – Terence Kawaja, CEO LUMA Partners “Scott Brinker helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO SAP Download a free copy at chiefmartec.com
  • 75. Co-founder & CTO ion interactive, inc. http://ioninteractive.com sbrinker@chiefmartec.com Twitter: @chiefmartec Author & Editor Chief Marketing Technologist http://chiefmartec.com Thank you!