Combining Art & Science in Modern Marketing

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Should marketing have more art or more science? Both! These aren't an either/or proposition. Modern marketing is about combining the best of left-brain analytics and right-brain creativity to deliver compelling customer experiences.

This presentation introduces the hybrid "marketer scientist" -- an ideal blend of storyteller, data analyst, brand champion, experimentalist, experience designer, technologist, change agent, and system thinking. Of course, not everyone needs to be an expert in ALL of those. But all marketers should be willing to embrace them, and the modern marketing organization must find a way to synthesize them with a balanced team.

Published in: Business

Combining Art & Science in Modern Marketing

  1. The Emergent CMOCombiningArt & Science inModern Marketingby Scott Brinker@chiefmartechttp://chiefmartec.com
  2. art + science + marketing
  3. art + science + marketing
  4. art + science + marketing
  5. art + science + marketingWhat do these cultures value?
  6. art + science + marketingmeaningWhat do these cultures value?
  7. art + science + marketingmeaning truthWhat do these cultures value?
  8. art + science + marketingmeaning truth moneyWhat do these cultures value?
  9. art + science + marketingmeaning truth moneyWhat do these cultures value?How often do those things intersect?
  10. art + science + marketingDiscovery ofknowledge throughempirical observation.
  11. Is the universe collapsing or expanding?
  12. Is the universe collapsing or expanding?marketing
  13. or
  14. Marketing is collapsing.Hypothesis #1:
  15. The distance betweenmarketing and customersis collapsing.
  16. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  17. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  18. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  19. Query search enginesVisit company web siteRead educational contentFollow on TwitterVisit competitor web sitesRead reviewsDiscuss with friendsCheck online communitiesComparison shopThe ZMOT is a flurry of activity:
  20. Distance between marketing stimulusand customer experience has collapsedto a click.
  21. The distance betweencustomers and each otheris collapsing.
  22. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  23. Source: Brian Solis — http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/
  24. The distance betweendifferent media and channelsis collapsing.
  25. The timeframes in whichmarketing decisions are madeare collapsing.
  26. “Real-time marketing is the ability [todelight] your audience or customer intoengaging with your brand around ashared moment.”Linda Boff, Executive DirectorGlobal Brand MarketingGEDigiday, May 2, 2013 — http://www.digiday.com/brands/ges-take-on-real-time-marketing/
  27. Long decisioncyclesShort decisioncycles
  28. Long decisioncyclesShort decisioncyclesShort decision cycles can now includeimportant and strategic decisions.
  29. The barriers to entryfor potential competitorsare collapsing.
  30. Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes
  31. “Garmin lost 70% of its market capitalizationin the two years after navigation apps wereintroduced; TomTom nearly 85%.”Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes
  32. Marketing is expanding.Hypothesis #2:
  33. The number of touchpointswith prospects and customersis expanding.
  34. The quantity of contentthat marketing must produceis expanding.
  35. The Digital Evolution in B2B Marketing report by Corporate Executive Board Company and Google
  36. The number of devicescustomers use to reach usis expanding.
  37. The number of technologiesavailable to marketersis expanding.
  38. The data generated by thesedigital touchpoints and technologiesare expanding.
  39. The budget allocatedto digital marketingis expanding.
  40. Accenture Interactive: Turbulence for the CMO report 2013
  41. The role of marketing inthe customer lifecycleis expanding.
  42. The strategic importanceof marketing in the C-suiteis expanding.
  43. 7X
  44. AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)
  45. or
  46. and
  47. Marketing is bothcollapsing and expandingalong multiple dimensions.
  48. art + science + marketingmeaning truth money
  49. art + science + marketingmeaning truth moneyCan these coexist in harmony?
  50. art + science + marketingmeaning truth moneyCan these coexist in harmony?
  51. Poetry vs. Physics
  52. Poetry vs. Physics
  53. Marketing can blendart and science together to achievemeaning, truth and money.
  54. Marketing can blendart and science together to achievemeaning, truth and money.Not only is thispossible, this isfuture of business.
  55. Marketing can blendart and science together to achievemeaning, truth and money.Our new generation of customersand employees seek more meaning.
  56. Marketing can blendart and science together to achievemeaning, truth and money.The connected customerecosystem reveals truth(whether we like it or not).
  57. Marketing can blendart and science together to achievemeaning, truth and money.Of course, we still needto make money.
  58. The future belongs to the hybrids.
  59. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  60. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  61. Tom Fishburne: Brand Storytelling — http://tomfishburne.com/2011/04/brand-storytelling.html
  62. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  63. MIT Sloan Management Review Report: Reimagining the Possible with Data Analytics (Spring 2013)
  64. Exploration Confirmationdata datauseraggregationquantifiabilitymomentumriskofmyopiabig datauncertaintyserendipity“why?”future hypotheseszoom insmall datacertaintysegmentation“what?”past hypotheseszoom outdatasciencecontrolledexperimentsmetrics& dashboards
  65. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  66. – Bob GarfieldEditor-at-LargeMediapostMediapost, May 6, 2013 — http://www.mediapost.com/publications/article/199655/there-is-no-place-to-hide.html“Enforced transparency — your everyaction and inaction searchable onGoogle in perpetuity.”
  67. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  68. In 2009, Google ranapproximately 12,000experiments.
  69. In 2009, Google ranapproximately 12,000experiments.Only about 10% ofthem led to businesschanges.
  70. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
  71. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
  72. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html
  73. Big DataBigTestingBigExperienceGeneratehypothesesProve cause-and-effectDeliver betterexperiences
  74. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  75. “Every single customer experience isa brand moment of truth.”Steve Cannon, CEOMercedes-Benz USA
  76. CustomerAnalyticsCustomerExperiencesCustomerCommunicationsUsing analytics and BigData to understand andmeasure customeropportunities.Testing andpersonalization.Social media marketing andtwo-way marketingcommunications.Customercommunities.Targeting.Delivering remarkablecustomer experiences atevery touchpoint in thecustomer lifecycle.
  77. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  78. Software has become how marketingsees and touches the world.
  79. Analytics shapes perceptions.Automation guides processes.Optimization hones tactics.Listening directs engagement.Targeting defines segments.CRM structures relationships.
  80. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  81. Accenture Interactive: Turbulence for the CMO report 2013
  82. Accenture Interactive: Turbulence for the CMO report 2013
  83. Accenture Interactive: Turbulence for the CMO report 2013
  84. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  85. A Ferrari is complicated.
  86. A rainforest is complex.
  87. Marketing used to be complicated.
  88. Marketing used to be complicated.Now it is complex.
  89. This is complex.
  90. This is complex.
  91. This is complex.
  92. Waterfall marketing management.
  93. Agile marketing management.
  94. Marketer ScientistStorytellerData analystBrand championExperimentalistExperience designerTechnologistChange agentSystems thinker
  95. The marketer scientist: all things in balance.
  96. A collective marketer scientist team.
  97. “T-shaped” people.
  98. art + science + marketingmeaning truth money
  99. art + science + marketingmeaning truth moneyThe emergent CMO combines all three.
  100. The future of marketing belongs tothe hybrid marketer scientist.Twitter: @chiefmartec http://chiefmartec.comThank you.

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