Presentation given at the December 2012 ITSMA Conference on 5 meta-trends in marketing. Read the accompanying essay here: ...
Presentation given at the December 2012 ITSMA Conference on 5 meta-trends in marketing. Read the accompanying essay here: http://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html
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Now, I’m not saying that everyone in the marketing department has to be a technologist.
But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.
“ We tend to overestimate the effect of a technology in the short run and underestimate ” the effect in the long run. – Amara’s Law
The Re-Imagination of Nearly Everythingwww.kpcb.com/insights/2012-internet-trends
“Magnitude of Upcoming Change Will Be Stunning”
Where audience goes, marketing follows.
Digital Share of Global Ad Spend2010 2011 2012 2013 201414.7% 16.0% 17.8% 19.6% 21.5%
How much of marketing is digital?
~1/3 spend > 50% of their budget on digital
Trees differ in size; the forest is growing.
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
The ZMOT is a flurry of activity: 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
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
“Big, large, glassbuildings do not buy software. People do.” – Jonathan Becher CMO, SAP
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry. An increase in marketing responsibility. Customer experience Social media marketing Content marketing
Source: Forrester Research
is for product
“ Every single customer experience is a brand moment of truth. ” – Steve Cannon, CEO Mercedes-Benz USA
is for promotion
Distance between creative andcustomer experience.
Creative and customer experienceMarketing and customer experience blur. are now blurred.
roduct is promotion
Great Experience = Great Brand
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
New technology isconstantly emerging.
Brands continuously seek differentiation.
Software is now easy to create and scale.
A perfect storm for marketing technology Marketing Migration from old to new Large market Spend New Ventures Cloud Migration from Computing IT to SaaS Relatively easy to sell Trackable Measurable Medium ROI Disruptive Opportunity Innovation for new players Low barriers to entry Software Low cost, Economics high margin
The Golden Age of Marketing Software.
Software has become how marketing sees and touches the world.
“He who controls the spice, controls the universe.”
“He who controls thesoftware, controls the marketing.”
Who choreographs this ballet?
Or is it more of a mosh pit?
Technology Decisions in MarketingWho decides? On what basis?• Marketers • Technical depth• IT department • Right incentives• Web shop • Business alignment• Vendors • Accountability• Ad hoc • Marketing vision
MarketingIT
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
IT’s perceptions of marketing:Marketing is spin.Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
Not an IT motto.(And for good reason.)
The MarketingStandardize Experiment Technology Cycle
Well, there’s always a committee…
iiiii Traditional IT Mktg IT Mktg Committee IT Mktg IT i Mktg Co-located Liaison IT Mktg IT Mktg Embedded Direct Report MT IT IT Mktg IT MktgIndependent Outsourced (Mktg) MT Outside MT IT MktgJoint Venture IT MT Mktg Outsourced (IT) Outside MT IT IT Mktg Practice Mktg Outsourced Triangle MT Outside Center MT Hostile IT Mktg IT Mktg Merged IT Marketing Marketing Technology
Alex Lee
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