5. UMC 13 Red Rock Octagon Death Match Ultimate Marketer Championship TM Ultimate Marketer Championship TM
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12. “ A brand is a multitude of direct and shared experiences. Data convergence is going to allow us create richer, more intelligent experiences for consumers throughout their lifecycle.“
(to self) 10 Minutes? I guess this is my TED Talk moment. Simple idea: Digital marketers need to prepare themselves for a fundamental shift in marketing driving by DATA CONVERGENCE and MARKETING TECHNOLOGY
2ND week Tier II This suit Me ”More digital” my entire career ” All?!?!?” cold sweat “get us all fired” let me off hook “ scary responsibility” -second week on job -Tier II meeting with Marketing leadership -me: cheerleading…”More digital!” -client: ”what if we put it ALL in digital?” -me: cold sweat – “gonna get us all fired” -client: ”…mmmm nevermind, not yet”
A shock…but invigorating ” Its coming our way!” brands at least toying with the idea of digital in lead 4 years since…digital continues to grow & evolve hard to imagine digital NOT at center in a few years … hard to imagine digital specialist not in the lead “ Surely a passing of the torch is coming?” -Terrified me…but also left invigorated me -“ITS COMING OUR WAY!!” -since that meeting 4 years ago, digital has certainly continued its march forward -continued growth and diversification of digital media -plethora of new tech and data-powered marketing opportunities -hard to imagine a marketing future that doesn’t have digital media at its center
Gotta be honest… starting to have my doubts about that If you look beyond Building Blocks (RTB, dynamic, exchanges) Begin to see a new vision of marketing taking shape This vision based on DATA CONVERGENCE + Marketing Technology Brands about to get a lot smarter about consumer engagement across channels , along entire customer lifecycle In truth, I’m not certain digital people at this point ARE the people to lead this change Because to realize this vision, going to take a very different approach , mindset , and toolset <click> Starting to ask myself – “Passing of the Torch” or “Changing of the Guard”?
Fortunately, some smart people in Vegas to help figure this out 2013 - this hotel (same week as JDP) Ultimate Marketer Championship is holding UMC13 Red Rock Octagon Death Match Vegas bookies already laid down odds on who will win in this new data-marketing world Lets take a look… “ UMC odds makers can help us answer that question” -Fortunately, here in Vegas we’ve got some pretty smart people to help us answer that question -In case you’d not heard, in 2013, at this very hotel (the same week as the JDPIRT I believe) – the UMC (Ultimate Marketer Championship) is holding UMC13, the Red-Rock Octagon Death Match -and the Vegas bookies have already laid down their odds of who is going to come out on top in this very different marketing world. -Let’s take a look…
First off Teri Traditional Digital “ slinging banners” for 10+ years….VERY Digitally savvy Oddsmakers love understanding of digital focus on analytics also highly adaptable The problem (as we hear it from the odds-makers) siloed in her thinking (either branding or DR) hasn’t really embraced audience planning & marketing technology ( “tech” focus right now is getting the dynamic banners two work) <click> 4/1 odds to lead us into this new marketing world
Senil Search is a favorite of some of the big betting houses really gets real-time buying & exchanges Excellent ROI optimization focus Understanding of “intent data” Unfortunately for Senil: almost exclusively focused on lower funnel Not really equipped to <click> Despite short-comings a decent 5/1 favorite
Next up, a newcomer Sarah Social Guru She thinks we’re all misguided “Its all about WOM” largely outside of media channels Odds-makers impressed with channel and funnel agnostic focus on personalized brand experiences attention to post-purchase experiences interesting But…. hasn’t proven she can leverage marketing data Nor that she can really operationalize social to build a brand <click> She sits at 7/1 odds
A surprise entrant is old-timer Cecil CRM been working out odds-makers aren’t dismissing him some unique skills that play well in this new, data-centric marketing world been dealing with customer data for years seasoned in the areas of audience segmentation and personalized creative very comfortable with the analytics & multi-channel ROI Unfortunately, some significant weaknesses little experience building brands dealing with media outside of email and direct-mail <click> a wild-card, but bookies offering 6/1 odds on Cecil
The 5 th of 6 participants is Allison Audience Digital I met recently on my autos team With partner RocketFuel conceived very innovative, data-centric program audience segment planning 3 rd party generating 1 st party data multiple touch-point messaging dynamic creative, and real-time media Only obvious shortcomings are that she’s still very “online” centric still figuring out how to really scale her work <click> But even factoring that in considered a strong contender. listed at 3/1 odds to lead
Final entrant a new guy on the circuit Nigel New CRM Nstill very VERY green In fact, currently a mid-level planner either at CRM company or media agency (not really sure) Clearly a lot to learn, but odds makers intrigued by: love of data, multi-channel ROI, automated marketing systems full-customer lifecycle approach Moreover, brings a lot of energy and innovative thinking Eager to scale his data-centric approach to brand-building with paid media <click> Bookmakers must see A LOT to like about Nigel in fact make this newcomer the 2/1 favorite as of today
When asked to comment on being the Vegas favorite simply replied… ( let me read this to make sure I get it right…) “ Brands are a multitude of direct and shared experiences. Marketing technology and data is going to help us create richer, improved experiences for consumers throughout their lifecycle.” … .hmmmm, interesting.. Probably a bit early to be wearing that belt but does seem to fit him pretty well (pause…)
Oh yeah one more entrant to consider Kelvin Creative May not give a damn about all of this data , technology , and touch-point marketing but odds-makers not dismissing him In fact, only offering even odds on Kevin <click> Because lets face it tough to beat the power of a BIG creative idea to build a brand <click> Besides, whether or not he wins UMC13 probably still going to get the girl…
