Rise of the Marketing Technologist

by Scott Brinker on Apr 16, 2010

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Examining a new class of professionals in the marketing department: marketing technologists. Discussion of the role of a marketing CTO.

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Examining a new class of professionals in the marketing department: marketing technologists. Discussion of the role of a marketing CTO.

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Rise of the Marketing Technologist — Presentation Transcript

Rise of the Marketing Technologist
by Scott Brinker
@chiefmartec
Search Insider Summit
April 2010

Marketing must control its technological destiny.

Search marketing is riding a wave of new technology.

But marketing overall is riding a killer wave of new technology.

A perfect storm for marketing technology
Large market
New Ventures
Relatively easy to sell
Low barriers to entry

The next 5 years will see an explosion of marketing technology.

But wait, there’s more…

Technology you create:
• Web apps
• Facebook apps
• iPhone apps
• Android apps
• Interactive ads
• Semantic web
• Your products…

The Extended Web
Dynamic ads
Mobile apps
Social media sites
Landing pages
Microsites
Web site

Social media monitoring
Digital asset management
Competitive intelligence
Business intelligence
Campaign management
Web analytics
Marketing dashboards
CRM
SEO analysis / auditing
Email marketing
Augmented reality
Landing pages
User communities
Interactive ads
Social features
Web site
Location
Linked data
RFID
Digital products
Search ads
Internet of things
Mobile marketing
Behavioral targeting
User-generated content

Connecting the dots… a prince or a frog?

Technology Decisions in Marketing
Behavioral Targeting
Digital Asset Management
Attribution Management
Number of Decisions
Conversion Optimization
Mobile Marketing
Organic SEO Management
Marketing Resource Management
Marketing Automation
Video
Campaign Management
Social Media Monitoring
E-Commerce Platform
Bid/Keyword Management
Web Content Management
Ad Networks
Web Analytics
Email Marketing
CRM Database
Creative Design
Time

Marketing Capabilities
Technology Decisions
Customer Experiences
Organizational Efficiency
Technology Synergies
Competitive Positioning
Deep impact.

Technology decisions and marketing strategy are intertwined.

Technology Decisions in Marketing
Who decides?
On what basis?
• Marketers
• IT department
• Web shop
• Vendors
• Ad hoc
• Technical depth
• Right incentives
• Business alignment
• Accountability
• Marketing vision

Bringing all those groups together doesn’t necessarily produce the best solution.

Marketing
IT

Marketing
• Stability
• Security
• Economy
• Standardization
• Function
• Speed/agility
• Innovation
• Market impact
• Differentiation
• Experience
IT

But IT doesn’t own all technology.

Apple has an excellent IT department.

But these technologies were not IT projects.

More like product development than IT because:
• What customers experience
• Engine for new revenue
• Integral to the brand
• Creative endeavor
• Visible competitive positioning
• Must innovate to succeed
• Must be core competency

Marketing must become one with technology.

You’re already responsible for the outcome.

You need to be the driver of the technology that gets you there.

But who navigates?

Marketing CTO(Chief Marketing Technologist)
• Reports to CMO
• Coordinates with IT
• Coordinates with products
• Technology expertise
• Marketing savvy
• Strategic role

Why Brands Should Embrace Technological Change
“CMOs must… recognize that technology is no less a marketing tool than, say, market research, and appoint a marketing-technology czar to champion it… to act as a cross-functional facilitator and identify technology that can enhance marketing activity and brand building.”
– Avi Dan, January 19, 2010

The Secrets of Marketing in a Web 2.0 World
“Who should direct… Web 2.0 marketing? [An executive with skills] beyond those of a typical MBA holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction.”
– Salvatore Parise, Patricia Guinan, Bruce Weinberg

Not another layer of management.

Instead, a new pillar in the structure of marketing.
Creative
Strategy
Technology

Marketing technology under one umbrella.

Balance power with IT, outside agencies, and technology vendors.

Direct the landscape of marketing technology.
(Marketing vision + technical depth)

Enable the CMO to wield technology as a strategic marketing capability.

Seamlessly integrate technology into the marketing team.

Not all marketers will be technologists.

Just like not all marketers are “creatives.”

But technology must become part of marketing’s DNA.

“Any sufficiently advanced technology is indistinguishable from magic.” – Arthur C. Clarke
Be the magician.

Reduce cycle time, increase clockspeed.

From agile software development to agile marketing.

From test-driven development to test-driven marketing.

Computer science + marketing =
computational marketing
A decade of groundbreaking research ahead—will you be ready to leverage it?

But where do you find marketing technologists?

A blossoming generation of web developers and web entrepreneurs.

Agencies, technology vendors: do not fear.
A technically-savvy marketing department can work with you faster and easier.

Thank you.
the case for a marketing CTO at #MPSIS http://bit.ly/marketingCTO by @chiefmartec

Ramy Ghaly , Marketing Technologist , working with text analytics at Pragmatech Have a look at the future of marketing or next generation marketers 6 months ago

Are you sure you want to Yes No

Rene Power, agency marketer, writer of The Marketing Assassin Blog at Rene Power, agency marketer, writer of The Marketing Assassin Blog Nice presentation Scott 1 year ago

Calvin A. Lundgren , Technologist at Consultant Technologists are in many new areas. This is a Prime location for the future! Marketing is HUGE. 1 year ago

Tracy Thomsic , Digital Strategy Director at McKesson Corporation Insightful perspective; great presentation. 1 year ago

Ricardo Pinilla , Strategic Marketing Consultant at m-tech consultores It’s a very good presentation. The idea to put together a marketing and technology knowledge below CMO should be supported by the CEO and then it is easy to implement it. Good job! 2 years ago

Arjen Stege , Independent marketing and communications consultant at Stege Marketing & Communications Great visuals to support the message...and I can't agree more on the message 2 years ago

Dirk Milbou , Marketing Director at WDM Belgium companies who can create synergies between ICT and Marketing, are likely to be ahead. 1 + 1 should be 3 ! But often there is no natural fit between those two. So how do you create this synergy ? 2 years ago

Brian Hadley , Senior Partner, Group Media Director at MEC Great commentary. I can't agree more. There is a tremendous distinction between companies who have the role and those who don't. 2 years ago

Rachel M. Murray at Rachel M. Murray Fantastic content, fantastic visuals. Love it! 2 years ago

seria rose , BD at vangles great.... 2 years ago

Rise of the Marketing Technologist

by Scott Brinker on Apr 16, 2010

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Rise of the Marketing Technologist — Presentation Transcript