Creative Technologists Meet Marketing Technologists

Riseof theChiefMarketing by Scott BrinkerTechnologist @chiefmartec

You—creative technologists—havechanged the agency world.

Founded 1917

Agency:CreativeBrand:Customers

“That’s not a bug, it’s a feature.”

But it’s sure starting to look like a bug…

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

Distance between creative andcustomer experience.

Creative and customer experience are now blurred.

Welcome to the CMO’s world.

From Stretched to Strengthened, IBM Global CMO Study 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.”

New technology isconstantly emerging.

Brands continuously seek differentiation.

Software is now easy to create and scale.

The Golden Age of Marketing Software.

Software has become how marketing sees and touches the world.

Analytics shapes perceptions.Automation guides processes.Optimization hones tactics.Listening directs engagement.Targeting defines segments.CRM structures relationships.

A whole lot of “do.”

So who does the “do?”

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

The MarketingStandardize Experiment Technology Cycle

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

King Solomon’s Marketing-Technology Split (Not a good idea.)

This is interesting and all, butwhy should you care?

Data from Gartner 2012, graphic by IBM.

The Creative AgenciesMarketingTechnologyFrenemyTriangle CMO CIO Tech Software Consultants Vendors

“He who controls the spice, controls the universe.”

“He who controls the software, controls the marketing.”

Creative technologists &marketing technologists BFF.

Agency:CreativeBrand:Customers

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Creative Technologists Meet Marketing Technologists

by Scott Brinker on Sep 20, 2012

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