Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The Role of Technology in
Content Marketing
Janaka Abeywardhana
@janaka_a
#MarketingTech
Hello!
Janaka Abeywardhana
CTO @ Axonn Media

@janaka_a | #MarketingTech
Ever felt like you can’t keep up?

@janaka_a | #MarketingTech
90% of all the data
in the world has
been generated
over the last 2 years.
Science Daily (http://go.axonn.co.uk/sd90) - Ma...
Big Data

Volume
Velocity
Variety
@janaka_a | #MarketingTech
http://go.axonn.co.uk/mtp
@janaka_a | #MarketingTech
http://go.axonn.co.uk/mts
@janaka_a | #MarketingTech
TECHNOLOGY
is the CAUSE
AND THE

SOLUTION

@janaka_a | #MarketingTech
But first

Culture
People
Process
@janaka_a | #MarketingTech
Agile
thinking
@janaka_a | #MarketingTech
Experiments
Learn

Build

Measure
@janaka_a | #MarketingTech
Validated learning

@janaka_a | #MarketingTech
Common goals in crossfunctional, self-organising teams

@janaka_a | #MarketingTech
Don’t work towards
individual KPIs from within
functional silos

@janaka_a | #MarketingTech
Ever had a great idea
but thought I.T. would
never go for that?

@janaka_a | #MarketingTech
Make friends with I.T.

@janaka_a | #MarketingTech
Common goal

@janaka_a | #MarketingTech
Marketing
Technologist
@janaka_a | #MarketingTech
Now you’re ready for technology

@janaka_a | #MarketingTech
Technology gives
you consistent
results and scale
@janaka_a | #MarketingTech
@janaka_a | #MarketingTech
@janaka_a | #MarketingTech
@janaka_a | #MarketingTech
Tip 1
Work with domain experts

@janaka_a | #MarketingTech
Tip 2
Organisational capabilities

@janaka_a | #MarketingTech
Tip 3
Separation of concerns

@janaka_a | #MarketingTech
Tip 4
Focus on core capabilities

@janaka_a | #MarketingTech
Tip 5
Well-defined integration points
• Add-on systems
• Plug-in libraries
• App stores
• APIs
@janaka_a | #MarketingTech
Tip 6
Single solution/vendor won’t
solve everything

@janaka_a | #MarketingTech
Tip 7
Cloud = quicker value

@janaka_a | #MarketingTech
Summary
• Adopt an Agile/Lean approach
• Make friends with I.T.
• Develop technology capabilities within marketing

• Sele...
go.axonn.co.uk/rtjs

Q&A

@janaka_a | #MarketingTech
Upcoming SlideShare
Loading in …5
×

Agile marketing and the role of technology

1,883 views

Published on

Published in: Technology
  • Be the first to comment

Agile marketing and the role of technology

  1. 1. The Role of Technology in Content Marketing Janaka Abeywardhana @janaka_a #MarketingTech
  2. 2. Hello! Janaka Abeywardhana CTO @ Axonn Media @janaka_a | #MarketingTech
  3. 3. Ever felt like you can’t keep up? @janaka_a | #MarketingTech
  4. 4. 90% of all the data in the world has been generated over the last 2 years. Science Daily (http://go.axonn.co.uk/sd90) - May 2013 @janaka_a | #MarketingTech
  5. 5. Big Data Volume Velocity Variety @janaka_a | #MarketingTech
  6. 6. http://go.axonn.co.uk/mtp @janaka_a | #MarketingTech
  7. 7. http://go.axonn.co.uk/mts @janaka_a | #MarketingTech
  8. 8. TECHNOLOGY is the CAUSE AND THE SOLUTION @janaka_a | #MarketingTech
  9. 9. But first Culture People Process @janaka_a | #MarketingTech
  10. 10. Agile thinking @janaka_a | #MarketingTech
  11. 11. Experiments Learn Build Measure @janaka_a | #MarketingTech
  12. 12. Validated learning @janaka_a | #MarketingTech
  13. 13. Common goals in crossfunctional, self-organising teams @janaka_a | #MarketingTech
  14. 14. Don’t work towards individual KPIs from within functional silos @janaka_a | #MarketingTech
  15. 15. Ever had a great idea but thought I.T. would never go for that? @janaka_a | #MarketingTech
  16. 16. Make friends with I.T. @janaka_a | #MarketingTech
  17. 17. Common goal @janaka_a | #MarketingTech
  18. 18. Marketing Technologist @janaka_a | #MarketingTech
  19. 19. Now you’re ready for technology @janaka_a | #MarketingTech
  20. 20. Technology gives you consistent results and scale @janaka_a | #MarketingTech
  21. 21. @janaka_a | #MarketingTech
  22. 22. @janaka_a | #MarketingTech
  23. 23. @janaka_a | #MarketingTech
  24. 24. Tip 1 Work with domain experts @janaka_a | #MarketingTech
  25. 25. Tip 2 Organisational capabilities @janaka_a | #MarketingTech
  26. 26. Tip 3 Separation of concerns @janaka_a | #MarketingTech
  27. 27. Tip 4 Focus on core capabilities @janaka_a | #MarketingTech
  28. 28. Tip 5 Well-defined integration points • Add-on systems • Plug-in libraries • App stores • APIs @janaka_a | #MarketingTech
  29. 29. Tip 6 Single solution/vendor won’t solve everything @janaka_a | #MarketingTech
  30. 30. Tip 7 Cloud = quicker value @janaka_a | #MarketingTech
  31. 31. Summary • Adopt an Agile/Lean approach • Make friends with I.T. • Develop technology capabilities within marketing • Select best of breed with good integration points @janaka_a | #MarketingTech
  32. 32. go.axonn.co.uk/rtjs Q&A @janaka_a | #MarketingTech

×