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Pivotbrinkerchiefmartec 101019065602-phpapp02
 

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integration and building scalable marketing ecosystems

integration and building scalable marketing ecosystems

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    Pivotbrinkerchiefmartec 101019065602-phpapp02 Pivotbrinkerchiefmartec 101019065602-phpapp02 Presentation Transcript

    • Tuesday, October 19 The Case for aChief Marketing Technologist by Scott Brinker @chiefmartec
    • Life used to be simple.
    • You have the marketing departmentfor marketing.
    • You have the fire departmentfor firefighting.
    • You have thepolice department for policing.
    • You have the IT departmentfor informationand technology.
    • But what if marketing turned intoinformation & technology?
    • Are marketingand technologyreally that deeply entwined?
    • Hundreds of marketing softwaresolutions today......thousands more on the way.
    • !"#$%&() !"#$%&()*$+) ;%$#/)+%$?/.) =%;))>%?0#%7) *+%,) ,-).)(/0) -./0,) !"#$%&()*$+)-/1+0&() 12).)3%%3) 7/,%&@/,:) /%4:).)4/,,)2#"3$"4.%) !/%45$%6,/)!%,501) 781)657#0+&8%) 899$.5(".:)*$)9/8"&/) (/0)9,%:/$4) ;0)6%$$"/$4) .)/(.$:) */:;"#%) ;0)<4.=))<3//1537) >"#>)+%$#"()
    • You are what you eat.
    • You are thecompany you keep.
    • You are thesoftware you use.
    • Software = Capabilities> Analytics shape perception> Automation guides processes> Optimization hones tactics> Monitoring leads engagement> Targeting defines segments> CRM structures relationships
    • But wait, there’s more...
    • The proliferation of marketing technology platforms: you create the experience.
    • > Web apps> Facebook apps> iPhone apps> Android apps> Tablet apps> Interactive ads> Semantic web> Your products
    • =6*.%$5";.%$56&./69.&0$ 1657"))8"$.&/".0"&*"$ 4.0./%$%++"/$5%&%0"5"&/$ 1%57%.0&$5%&%0"5"&/$ ,-+.&"++$.&/".0"&*"$ 3%9:")&0$;%+<#6%9;+$ !"#$%"&( !"#$%&%()*+$ =>?$%&%(+.+$@$%-;.)&0$ )$*+",,-.( 123$ G-05"&/";$9"%./($ >5%.$5%9:")&0$E+"9$*655-&.)"+$ B%&;.&0$7%0"+$ =6*.%$D"%/-9"+$ A&/"9%*)8"$%;+$ B6*%)6&$ 1%,23*#( /0#$%"&( !"#$+./"$ 2CA4$ )$*+",,-.( )$*+",,-.( B.&:";$;%/%$ 4.0./%$796;-*/+$ ="%9*<$%;+$ A&/"9&"/$6D$/<.&0+$ 36#."$5%9:")&0$ E+"9F0"&"9%/";$*6&/"&/$ ,"<%8.69%$/%90")&0$
    • Connecting the dots betweentechnologies... a prince or a frog?
    • Okay, marketing and technology are entwined.
    • Who choreographs this marketing technology ballet?
    • Or is it more like a mosh pit?
    • Not the IT department: doesn’t havemarketing skillsor incentives.
    • Not the HiPPO:doesn’t have the technical ownership.
    • Not a committee:doesn’t synthesizea cohesive vision, lacks agility.
    • Marketing mustchampion its own technology.
    • Marketers who are technologists.
    • Portrait of a Chief Marketing Technologist:> A business/technology hybrid> Strong engineering, IT skill set> Early adopter & pragmatist> Lives & breathes marketing> Reports to CMO, not CIO
    • Three missions for a chief marketing technologist.
    • Mission #1 Help the CMO translate strategy into technology(and vice versa).
    • Mission #2Choreograph data andtechnology across the marketingorganization.
    • Mission #3 Fuse technologyinto the DNA of marketing—practices, people, and culture.
    • Not everyonein marketingneeds to be atechnologist.
    • Just like not everyone inmarketing is a “creative.”
    • But technology must be oneof the pillars ofnew marketing.
    • You’re already responsible forthe outcome of marketing technology.
    • Shouldn’t you bethe one driving?
    • MarketerMarketing Technology Who’s packing your parachute?
    • Thank you.Scott Brinker@chiefmartec