• Share
  • Email
  • Embed
  • Like
  • Private Content
The Marketing Technologist: Neo of the Marketing Matrix
 

The Marketing Technologist: Neo of the Marketing Matrix

on

  • 15,688 views

Scott Brinker's opening keynote from Gilbane Conference 2013

Scott Brinker's opening keynote from Gilbane Conference 2013

Statistics

Views

Total Views
15,688
Views on SlideShare
5,906
Embed Views
9,782

Actions

Likes
45
Downloads
279
Comments
8

45 Embeds 9,782

http://chiefmartec.com 5600
http://marketingland.com 2192
http://digitalstrategyblog.com 535
http://www.scoop.it 486
http://internetmanagerblog.com 354
http://feeds.feedburner.com 207
http://feedly.com 95
https://twitter.com 71
http://digg.com 65
http://damfoundation.org 35
http://santokupartners.com 23
http://www.feedspot.com 17
https://www.rebelmouse.com 11
http://www.digitalstrategyblog.com 9
http://translate.googleusercontent.com 8
http://www.linkedin.com 7
https://www.google.com 6
https://www.facebook.com 6
http://www.google.com 5
http://feedproxy.google.com 5
http://newsblur.com 4
http://news.google.com 4
http://feeds2.feedburner.com 3
https://hootsuite.scoop.it 3
http://plus.url.google.com 3
http://cmoagility.com 3
http://inoreader.com 3
http://cron.triberr.com 2
https://www.linkedin.com 2
http://webspecialist.wordpress.com 2
http://www.pinterest.com 2
http://digitalstrategyblog.com.netzcheck.com 1
http://ranksit.com 1
http://10.200.163.160 1
http://cloud.feedly.com 1
http://www.tuicool.com 1
http://www.affilinet.com&_=1406217799815 HTTP 1
http://www.internetmanagerblog.com 1
https://www.commafeed.com 1
http://feedreader.com 1
http://www.google.com.hk 1
http://gazeta.yandex.ru 1
https://m.facebook.com&_=1386360741947 HTTP 1
http://www.sichtbarkeitsindex.de 1
http://www.affilinet.com&_=1406232186399 HTTP 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

18 of 8 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • It is really going to help. Regards Leanne Flashberg
    Are you sure you want to
    Your message goes here
    Processing…
  • Hi, Michelle. The one-slide, SMB-friendly version would be: having someone with technical savvy working on your digital marketing is a good idea.
    Are you sure you want to
    Your message goes here
    Processing…
  • Nice for large enterprises--leaves SMB out in the cold. and did it really take 141 slides to explain that to me? There has to be a quicker, more agile way for small to mid-sized businesses to work with all this bloody software to make their marketing work. Is creating another C-Level position really the answer?
    Are you sure you want to
    Your message goes here
    Processing…
  • Fantastic and very insightful slidedeck, Scott.

    'Marketing must be able to wield technology as a native capability in it's strategy and tactics'. Love that phrase. So often technology is relied upon as a secondary tactic when companies struggle to manage processes internally.
    Are you sure you want to
    Your message goes here
    Processing…
  • I've been looking for a position like this for about 3 years now. Tried pitching it at the last job but it got very little traction. Do you have any advice on how to bring the VP of Marketing and the VP of IT together on this issue? I'm already straddling the divide in a similar role but with no authority to make important technological decisions. I have over 8 years of experience in the field as an online marketer, three years in-house, an equivalent amount of experience as a front-end developer and have a four year degree in the Fine Arts. I feel I'm ideal for this type of position but having trouble creating a sense of urgency in my superiors.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The Marketing Technologist: Neo of the Marketing Matrix The Marketing Technologist: Neo of the Marketing Matrix Presentation Transcript

    • The Marketing Technologist Neo of the Marketing Matrix by Scott Brinker @chiefmartec
    • Let me start with the story of a guy named Mayur.
    • Java Developer Mayur started his career as a Java developer.
    • Java Developer Senior Java Developer He was very good, and he was soon promoted.
    • Java Developer Senior Java Developer Enterprise Architect He was then promoted to an Enterprise Architect, managing his own team.
    • Java Developer Senior Java Developer Enterprise Architect Senior Architect He was promoted again and his responsibilities and team grew.
    • Java Developer Senior Java Developer Enterprise Architect Senior Architect Technology Director He rose to become a Technical Director, with significant influence and authority over the technology of the business.
    • Now take a guess. What was Mayur’s next position? Java Developer Senior Java Developer Enterprise Architect Senior Architect Technology Director ?
    • An executive role in software development or IT, perhaps?
    • An executive role in software development or IT, perhaps? Reporting directly to the CTO or the CIO?
    • An executive role in software development or IT, perhaps? Reporting directly to the CTO or the CIO? Good guesses. But Mayur decided to take the “red pill.”
    • Mayur is the Global Head of Marketing Technology & Innovation at Kimberly-Clark.
    • Mayur is the Global Head of Marketing Technology & Innovation at Kimberly-Clark. (The people behind big brands such as Kleenex, Huggies, and Scott paper towels.)
    • Mayur works in Marketing and Advertising. Ultimately, he reports up to the CMO.
    • Not what you expected?
    • I could have given you a hint that he previously worked for SapientNitro, a leading interactive agency.
    • But before any agency stereotypes colored your perceptions, I wanted to emphasize his technical credentials.
    • But before any agency stereotypes colored your perceptions, I wanted to emphasize his technical credentials. Mayur is a bona fide software architect.
    • So what’s he doing in marketing?
    • Marketing Mayur exemplifies a new kind of marketing professional: a marketing technologist. Technology Marketing Technologists
    • A marketer who understands technology. Marketing Mayur exemplifies a new kind of marketing professional: a marketing technologist. Technology Marketing Technologists
    • A marketer who understands technology. Marketing Mayur exemplifies a new kind of marketing professional: a marketing technologist. A technologist who is passionate about marketing. Technology Marketing Technologists
    • But why do we need marketing technologists, anyway?
    • Here’s one big reason.
    • You may have seen this eye chart of mine. It’s often used to frighten people.
    • You may have seen this eye chart of mine. It’s often used to frighten people. A sample of over 350 different companies that have built software for marketers.
    • You may have seen this eye chart of mine. It’s often used to frighten people. A sample of over 350 different companies that have built software for marketers. Let me emphasize: this is just a sample of a few hundred, from a marketing technology ecosystem of thousands of products.
    • It’s also woefully out of date (it’s grown since then).
    • It’s also woefully out of date (it’s grown since then). Yes, there has been some consolidation.
    • It’s also woefully out of date (it’s grown since then). Yes, there has been some consolidation. But for every acquisition, dozens of new start-ups are still launched. I believe that the scale and diversity of this landscape will continue to grow for the foreseeable future.
    • Why will it grow?
    • Why will it grow? Primarily because the world is changing so rapidly, and it’s changing marketing with it.
    • Why will it grow? Primarily because the world is changing so rapidly, and it’s changing marketing with it. The possibilities and expectations of customer experience are blossoming around us — disruptive innovation that is now at the very center of marketing.
    • Why will it grow? Primarily because the world is changing so rapidly, and it’s changing marketing with it. The possibilities and expectations of customer experience are blossoming around us — disruptive innovation that is now at the very center of marketing. The scale and diversity of marketing itself is exploding.
    • Software is what enables and harnesses these possibilities.
    • Software is what enables and harnesses these possibilities. And these days, more people can create software — faster, cheaper, and easier than ever before.
    • Software is what enables and harnesses these possibilities. And these days, more people can create software — faster, cheaper, and easier than ever before. It’s a confluence that has sparked a Golden Age of Marketing Software.
    • Software is what enables and harnesses these possibilities. And these days, more people can create software — faster, cheaper, and easier than ever before. It’s a confluence that has sparked a Golden Age of Marketing Software. Marketing has more software solutions available to it today than any other business function in the entire history of computing.
    • But again, why do we need “marketing technologists” for this? Isn’t this just a different kind of IT?
    • But again, why do we need “marketing technologists” for this? Isn’t this just a different kind of IT? But this isn’t so much a different kind of IT.
    • But again, why do we need “marketing technologists” for this? Isn’t this just a different kind of IT? But this isn’t so much a different kind of IT. It’s more a different kind of marketing.
    • It’s a digital world we live in now.
    • It’s a digital world we live in now. So many of the experiences we have, so many of the communications we share, are entirely digital.
    • It’s a digital world we live in now. So many of the experiences we have, so many of the communications we share, are entirely digital. And even those that happen in the physical world are within reach of digital influence in a matter of seconds — in some cases, even milliseconds.
    • Quick! Reach for your smartphone. (Or just open up a new browser window on the device you’re reading this on.)
    • Quick! Reach for your smartphone. (Or just open up a new browser window on the device you’re reading this on.) That’s how quickly you can jack into the digital world, wherever you are, whatever you’re doing.
    • Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix.
    • Everything digital is controlled by software. Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix.
    • Everything digital is controlled by software. That may seem obvious, but… Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix.
    • The implications of this are huge.
    • The implications of this are huge. In a digital age, it’s through software that marketing sees and touches the world.
    • The implications of this are huge. Software is marketing’s interface to reality. In a digital age, it’s through software that marketing sees and touches the world.
    • The implications of this are huge. Our choice of software changes what we can see. In a digital age, it’s through software that marketing sees and touches the world. Software is marketing’s interface to reality.
    • The implications of this are huge. Our choice of software changes what we can do. Software is marketing’s interface to reality. In a digital age, it’s through software that marketing sees and touches the world.
    • This is marketing’s “matrix.” Consider the following…
    • Analytics/attribution software affects our perceptions. How different analytics packages measure events, relate them to each other, and visualize trends and exceptions will color how you perceive your audience.
    • Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. The way your marketing automation software was designed, its capabilities, its user interface — what is easy or hard to do — will shape your operations.
    • Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. Social media listening software affects our engagement. Your choice of social media listening software will influence who and what you pay attention to and how you engage with your audience in different situations.
    • Analytics/attribution software The creative affects our perceptions. capabilities of your content management and landing page software will determine what kinds of customer experiences you can deliver across devices. Marketing automation software affects our processes. Social media listening software affects our engagement. Customer experience software affects our touchpoints.
    • Analytics/attribution software The creative affects our perceptions. capabilities of your content management and landing page software will determine what kinds of customer experiences you can deliver across devices. Marketing automation software affects our processes. Social media listening software affects our engagement. Forgive me for a quick experience Customerpromotional software interlude — but my affects our touchpoints. company, ion, offers amazing software in this category. :-) ioninteractive.com
    • Analytics/attribution software affects our perceptions. Marketing automation software CRM software affects our processes. impacts how you manage your customer relationships, offering different ways to structure and harness all the data you collect on your audience. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships.
    • Analytics/attribution software affects our perceptions. Marketing automation software CRM software affects our processes. impacts how you manage your customer relationships, offering different ways to structure and harness all the data you collect on your audience. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships. These are decisions that significantly alter the reality of marketing’s matrix.
    • My point is that the marketing software we choose...
    • My point is that the marketing software we choose... How we configure it… How we apply it… How we extend it…
    • My point is that the marketing software we choose... How we configure it… How we apply it… How we extend it… Materially affects what marketing can do.
    • This is why we should not take… The King Solomon approach to dividing marketing technology.
    • The CIO gets the technology half. The King Solomon approach to dividing marketing technology.
    • The CIO gets the technology half. The CMO gets the marketing half. The King Solomon approach to dividing marketing technology.
    • The CIO gets the technology half. The CMO gets the marketing half. NOT GOOD The King Solomon approach to dividing marketing technology.
    • The baby does much better in one piece. The King Solomon approach to dividing marketing technology.
    • The baby does much better in one piece. We need a holistic approach to nurturing marketing technology.
    • So how do we get there from here?
    • CIO Some people say this is merely a communication issue between the CMO and the CIO. CMO
    • CIO Some people say this is merely a communication issue between the CMO and the CIO. Yes, getting these two leaders to talk on a regular basis is a good start... CMO
    • CIO CMO But it’s not enough. Marketing must be able to wield technology as a native capability in its strategy and tactics.
    • CIO CMO But it’s not enough. Marketing must be able to wield technology as a native capability in its strategy and tactics. I know how to script marketing automation.
    • CIO CMO But it’s not enough. Marketing must be able to wield technology as a native capability in its strategy and tactics. Yet who in the marketing department would know how to develop and manage such capability?
    • CMO CIO Chief Marketing Technologist So, imagine a new technical management role in the marketing department that would own this mission — say, a chief marketing technologist.
    • CMO CIO Chief Marketing Technologist So, imagine a new technical management role in the marketing department that would own this mission — say, a chief marketing technologist. (The title isn’t important. It’s the role that matters.)
    • CMO CIO Chief Marketing Technologist This marketing technology leader would report up to the CMO.
    • CMO CIO Chief Marketing Technologist This marketing technology leader would report up to the CMO. Because this is a marketing mission.
    • CMO CIO But he or she would also report with a “dotted line” up to the CIO. Chief Marketing Technologist This marketing technology leader would report up to the CMO. Because this is a marketing mission.
    • CMO CIO But he or she would also report with a “dotted line” up to the CIO. Chief Marketing Technologist Because no enterprise technology is an island. This marketing technology leader would report up to the CMO. Because this is a marketing mission.
    • CMO CIO But he or she would also report with a “dotted line” up to the CIO. Chief Marketing Technologist This role should be a bridge between marketing and IT. This marketing technology leader would report up to the CMO.
    • CMO CIO Chief Marketing Technologist Marketing Technology Staff & Vendors This role takes responsibility for the technology capabilities of the marketing team: technical people, processes, and platforms.
    • CMO CIO But it also coordinates with IT fully and takes responsibility for adhering to proper IT governance. Chief Marketing Technologist Marketing Technology Staff & Vendors This role takes responsibility for the technology capabilities of the marketing team: technical people, processes, and platforms.
    • CMO CIO Chief Marketing Technologist Mktg Mktg Mktg And by living in marketing, this role helps other marketers get the most out of technology.
    • CMO CIO It’s more than a function — it’s a vehicle for imparting tech culture and intuition to marketing. Chief Marketing Technologist Mktg Mktg Mktg
    • CMO CIO It’s more than a function — it’s a vehicle for imparting tech culture and intuition to marketing. Chief Marketing Technologist Mktg Mktg Mktg This role teaches other marketers how to manipulate marketing’s matrix too.
    • Okay, this is nice in theory...
    • But do these roles actually exist? Chief Marketing Technologist
    • But do these roles actually exist? According to Gartner, over 70% of large hightech companies already have someone in this role (although the titles vary). Chief Marketing Technologist
    • But do these roles actually exist? According to Gartner, over 70% of large hightech companies already have someone in this role (although the titles vary). Chief Marketing Technologist Forrester Research recommended this role as part of a Marketing Technology Office.
    • But do these roles actually exist? According to Gartner, over 70% of large hightech companies already have someone in this role (although the titles vary). Chief Marketing Technologist Forrester Research recommended this role as part of a Marketing Technology Office. SiriusDecisions advocates for this role as an integral part of marketing operations.
    • There are many variations on this theme. But all of them share the same core idea: tech-savvy leadership embedded in marketing. Chief Marketing Technologist
    • There are many variations on this theme. But all of them share the same core idea: tech-savvy leadership embedded in marketing. Chief Marketing Technologist (Again, the title isn’t important. It’s the role that matters.)
    • Chief Marketing Technologist Of course, this idea scares some people, in both marketing and IT. Is marketing really ready for this?
    • Technology Authority Let’s consider a graph of technology expertise and technology authority. Technology Expertise
    • Technology Authority Cowboy If marketing wields too much technology authority without a matching level of expertise, you risk a “cowboy” effect— the IT equivalent of a rogue state. Technology Expertise
    • Technology Authority Cowboy On the other end of the spectrum, a tech-savvy marketing team that is too tightly restricted by IT policy is a “prisoner.” Prisoner Technology Expertise
    • Technology Authority Cowboy And if you lack both technical authority and expertise in this digital world, you’re in trouble. Laggard Technology Expertise Prisoner
    • Technology Authority Cowboy Laggard The sweet spot is a marketing department that is growing its technology expertise and is given an appropriate level of tech authority to match. Technology Expertise Prisoner
    • But is native technology expertise really necessary in marketing?
    • It wasn’t before, but...
    • It wasn’t before, but... The real revolution in marketing is a shift from producing communications to delivering customer experiences.
    • Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel.
    • Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel. And the experience they have — good or bad — may be instantly shared, resonating in search and social circles for all time.
    • Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel. And the experience they have — good or bad — may be instantly shared, resonating in search and social circles for all time. This makes customer experiences the definition of our brand.
    • Technical talent must become native to marketing because...
    • Technical talent must become native to marketing because... To deliver customer experiences in a digital world requires fluency not just with art and copy, but also with code and data.
    • Great experiences fluidly combine these elements from concept to execution. They conceive and raise the baby in one piece.
    • Code and data are the “star stuff” from which these experiences are crafted — a blend of the software we choose and what we create with it.
    • Code and data are the “star stuff” from which these experiences are crafted — a blend of the software we choose and what we create with it. And the marketing teams who can create the best experiences will rule this marketing matrix.
    • Of course, not everyone in marketing needs to become a technologist.
    • Of course, not everyone in marketing needs to become a technologist. But technology must entwined into marketing’s DNA, along with design, storytelling, and customer affinity.
    • Of course, not everyone in marketing needs to become a technologist. But technology must entwined into marketing’s DNA, along with design, storytelling, and customer affinity. These are the genes that express marketing in the modern world.
    • Old School Engineers Tech Savvy You can still be a great marketer without being a technology savant. Old School Marketers Marketing Savvy
    • Old School Engineers Tech Savvy You can still be a great marketer without being a technology savant. (Just like you can be a great engineer without being a marketing wizard.) Old School Marketers Marketing Savvy
    • Old School Engineers Tech Savvy You can still be a great marketer without being a technology savant. (Just like you can be a great engineer without being a marketing wizard.) But you better become really good at collaborating with those who are. Old School Marketers Marketing Savvy
    • Old School Engineers Tech Savvy Because the line between marketing and engineering is blurring... Old School Marketers Marketing Savvy
    • Old School Engineers Tech Savvy It’s inspiring a new generation of professionals who blend both of these disciplines: New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy
    • Old School Engineers Tech Savvy It’s inspiring a new generation of professionals who blend both of these disciplines: These are not equivalent, but they all share a hybridization of marketing and tech savvy. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy
    • Old School Engineers Tech Savvy These are now many of the hottest positions in business today — they’re in tremendous demand. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy
    • Old School Engineers Tech Savvy These are now many of the hottest positions in business today — they’re in tremendous demand. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Savvy (Just a hint, if you’re looking for an exciting job with great opportunities.)
    • Here’s one last reason to embrace marketing technologists...
    • technology changes exponentially Change Technology continues to change exponentially, such as with Moore’s Law. Time
    • technology changes exponentially Change Technology continues to change exponentially, such as with Moore’s Law. Computational power doubles every two years. Data storage doubles. Social media sites multiply and mutate like fruit flies. Time
    • technology changes exponentially Change However, we humans don’t change nearly as quickly. Organizations tend to change more on a logarithmic scale. organizations change logarithmically Time
    • We simply can’t absorb all the technology changes that bombard us at this rate. Change technology changes exponentially organizations change logarithmically Time
    • We simply can’t absorb all the technology changes that bombard us at this rate. Change technology changes exponentially This leaves us with a gap... organizations change logarithmically Time
    • We simply can’t absorb all the technology changes that bombard us at this rate. technology changes exponentially Change How do we decide which changes we should adopt and which ones to forgo? This leaves us with a gap... organizations change logarithmically Time
    • technology changes exponentially Change Marketing in particular feels the strain of straddling this widening gap. organizations change logarithmically Time
    • This is one of the key roles that technology leadership must play: technology management is deciding which changes are adopted Change technology changes exponentially ? ? organizations change logarithmically Time
    • This is one of the key roles that technology leadership must play: technology management is deciding which changes are adopted Change technology changes exponentially ? ? organizations change Marketing technologists — especially the role of a chief marketing technologist — can help marketing ride this logarithmically wave of change, instead of being swept beneath it. Time
    • Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change.
    • Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change. They do this by turning marketing into a “local” instead of a tourist in this new environment.
    • Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change. They do this by turning marketing into a “local” instead of a tourist in this new environment. They reveal the secrets of marketing’s matrix.
    • This marketing matrix has given us a new brand of marketing.
    • This marketing matrix has given us a new brand of marketing. And marketing technologists are the Neo-like characters who will help us master it.
    • This marketing matrix has given us a new brand of marketing. And marketing technologists are the Neo-like characters who will help us master it. Are you ready to take the red pill?
    • Thank you. Please feel free to reach out to me: sbrinker@ioninteractive.com Twitter: @chiefmartec Co-founder & CTO ion interactive, inc. http://ioninteractive.com Blogger Chief Marketing Technologist http://chiefmartec.com