The Epic Collision of Marketing & Technology
 

The Epic Collision of Marketing & Technology

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Marketing is becoming a technology-powered discipline, from the front-facing technologies we use to engage with prospects and customers in a digital world to the back-office technologies we use for a ...

Marketing is becoming a technology-powered discipline, from the front-facing technologies we use to engage with prospects and customers in a digital world to the back-office technologies we use for a new generation of marketing operations.

These technologies have tremendous potential to increase marketing's capabilities and value to the organization — but they require us to embrace technology strategy and management as a more integral part of the marketing function.

This slide deck will give you an overview of these new dynamics and help you forge a plan for moving forward in this brave, new world.

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    The Epic Collision of Marketing & Technology The Epic Collision of Marketing & Technology Presentation Transcript

    • The Epic Collision of Marketing & Technology by Scott Brinker @chiefmartec
    • Technology Madison Avenue
    • How big is this technology asteroid? A) Big B) Very Big C) OMG
    • Big
    • VERY BIG
    • O M G
    • “You go marketing with the technology you have — not the technology you might want or wish to have.”
    • technology management is deciding which changes are adopted technology changes exponentially ? ? organizations change logarithmically
    • 70% …of marketers feel that the marketing function will fundamentally change over the next 5 years. Accenture Interactive: Turbulence for the CMO report 2013
    • What is driving this fundamental change?
    • 1 2 3
    • 1
    • In the beginning… (1960)
    • Product 4P’s Theory Price Marketing Mix Place Promotion
    • Product 4P’s Practice Price Marketing Mix Place $$$ Promotion
    • But the Internet delivered a one-two punch to the reigning promotion champ… Instant Experience 1
    • The distance between promotion and product experience has collapsed to a click.
    • An explosion of customer experience touchpoints.
    • The Extended Product
    • But the Internet delivered a one-two punch to the reigning promotion champ… Instant Experience 1 2 Open Communication
    • ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
    • “Yeah, but we’re in B2B…”
    • “Big, large, glass buildings do not buy software. People do.” – Jonathan Becher CMO, SAP
    • The “new” champ of the marketing mix…
    • Extended Product 4P’s Revised Price Marketing Mix Place Promotion
    • Develop marketing staff who think like “product owners” more than marketing managers. A “product” might be anything that customers interact with — for instance, a website. — Interview with Ray Valez CTO of Razorfish Author of Converge http://chiefmartec.com/2013/09/front-row-merging-marketing-technology/
    • Customer experience is your brand.
    • But what are experiences made from?
    • 2
    • Fact #1: The world is now digital.
    • Domo Infographic: Data Never Sleeps
    • Fact #1: The world is now digital. Fact #2: Everything digital is powered by software.
    • “Software is eating the world.” Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
    • “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
    • Migration from old to new Large market Cloud Computing Migration from IT to SaaS Trackable Medium Measurable ROI Disruptive Innovation Opportunity for new players Software Economics Low cost, high margin Relatively easy to sell Low barriers to entry New Ventures Marketing Spend
    • Today
    • Mega Suites Today Backbone Platforms with 3rd-Party “Apps”
    • Backbone Platforms with 3rd-Party “Apps”
    • We don’t control the environment. We don’t control the customer. We want to be differentiated. Marketing is not ERP.
    • Platform strategies are starting to emerge in marketing automation. http://chiefmartec.com/2013/10/emerging-third-party-era-marketing-automation/
    • A Golden Age of Marketing Software
    • Software is how marketing “sees” and “touches” customers in a digital world.
    • Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
    • “He who controls the spice, controls the universe.”
    • “He (or she) who controls the software, controls the marketing.”
    • The King Solomon Marketing/Technology Split
    • We want marketers who are also techy-savvy (and vice versa). Marketing technologists. Growth hackers. Digital strategists. Marketing operations. Data scientists. Marketing nerds.
    • Data from Gartner 2012, graphic by IBM.
    • Technology Authority Cowboy Laggard Prisoner Technology Expertise
    • Not everyone in marketing needs to be a technologist. Just as not everyone in marketing had to be a “creative.”
    • Technology Finance Storytelling Design Technology must become a part of marketing’s DNA.
    • 21% of CEOs think technical expertise is a top 3 CMO skill. Only 13% think agency experience is.
    • 3
    • Traditional marketing management followed a relatively well-structured, staged yearly plan. Plan Produce Deploy This is known as waterfall project management. Review It’s a predictive approach to management.
    • Going back up the waterfall is not pleasant.
    • That is a dead marketing plan.
    • Agile marketing is an approach for adaptive marketing management. Derived from agile software development methodologies such as Scrum and Kanban.
    • The elements of agile marketing: Team Process Artifacts Philosophy
    • This is your backlog. Update Backlog 1 2 5 9 Write down tasks or “stories along the buyer’s journey.” 3 6 7 10 11 Prioritize them. 4 8
    • This is your task board. Sprint Planning To Do 1 2 3 4 5 6 7 8 9 10 11 1 4 2 In Progress 5 3 The team takes a set of tasks—in order—that they will commit to completing in this sprint. Done
    • Sprint During the sprint, team members take on tasks in order of priority. Work “in progress” is easy to see. Kanban limits work in progress. To Do In Progress Done
    • Sprint 1 day Every day, the team meets for a 15-minute stand-up. Each person on the team answers three questions: Daily Stand-up 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments holding me back?
    • Sprint Review To Do In Progress Done At the end of the sprint, the team conducts a review of the work completed. This is a good time to demo and report on progress to management. Often inspires new tasks to be added to the backlog.
    • Sprint Retrospective The team also does a retrospective meeting — not about the work, but about the process and their interactions: What went well? What could have been better? What should we try next time?
    • The agile cycle continues…
    • Agile marketing isn’t about working faster. One Long Cycle vs. Multiple Short Cycles It’s working in a more incremental and iterative fashion — to have more flexibility to adapt to feedback and changes.
    • 1 2 3
    • So back to that epic collision…
    • Don’t think of it as the end of the dinosaurs (it is).
    • Think of it as the rise of the modern marketer.
    • Reach me at: sbrinker@ioninteractive.com Twitter: @chiefmartec Co-founder & CTO ion interactive, inc. http://ioninteractive.com Blogger Chief Marketing Technologist http://chiefmartec.com