IPA Creative Pioneers Conference - 2nd May 2012

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A "provocateur" pitch given to Adland at their annual conference. Great that they're talking about Creative Tech, but still a long way to go to realise it's potential. And hurry, or others will get there first...

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IPA Creative Pioneers Conference - 2nd May 2012

  1. 1. The Marketing Technology OpportunityMatt McNeany, CEOIPA Creative Pioneers Conference2nd May 2012
  2. 2. Technology is what you(r) clients do
  3. 3. Opportunity Slide #1“By 2015, 35% of enterprise ITexpenditures will bemanaged outside of the ITdepartments budget…CMOs may end up havinglarger IT budgets than CIOs” Top Predictions for IT Organizations and Users for 2012 and Beyond, Gartner, Dec 2011
  4. 4. What do CMOs expect? (Opportunity Slide #2) From Stretched to Strengthened, IBM Global CMO Study 2011
  5. 5. Half full? (Opportunity Slide #3)“I feel more like a CIO thana CMO! I have marketingautomation, CRM, listeningplatforms – I’m up to myeyeballs in technology.” From Stretched to Strengthened, IBM Global CMO Study 2011
  6. 6. What’s happening at the client?
  7. 7. The Traditional Marketing/IT Dynamic“IT is thedepartment of “no”IT doesn’t speak “Marketing is spinmarketing’slanguage. Marketers don’tIT doesn’t care aboutunderstand the integration”need for speed.IT isn’t concernedwith the customer” Mastering Customer Data – A CIO Imperative, Forrester Research July 2011
  8. 8. The Traditional Marketing/IT DynamicMarketing IT Little perspective on each other’s business needs
  9. 9. The Emergence of Marketing Technologists MarketingMarketing Technology Team IT
  10. 10. The Emergence of Marketing Technologists MarketingMarketing Technology Team IT  Unite Marketing and Technology strategies  Collaborative  Experts – fluent in Tech and Brand  Agile – and Scalable  Big data – to drive Insight and Action  Obsessive about the ‘glue’ – APIs & integration
  11. 11. What does that mean for the Agency?
  12. 12. The Emerging Vendor Model New discipline New requirementsNew needs from suppliers
  13. 13. The Traditional Vendor Model MarketingMarketing Technology Team IT Agencies
  14. 14. The Traditional Vendor Model MarketingMarketing Technology Team IT Product Agencies vendors Consultants
  15. 15. The Traditional Vendor Model MarketingMarketing Technology Team IT Product Agencies vendors Consultants
  16. 16. The Emerging Vendor Model MarketingMarketing Technology Team IT Creative Technology Partner
  17. 17. The Creative Technology Partner Role Creative TechnologyNew Ways of New Ways of New Business Working Engaging Models
  18. 18. Move from this…MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENTTARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKINGCREATIVEOPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM MARKETING AUTOMATIONSEARCH AD MANAGEMENT WIDGETS/PLUG-INS SALES AUTOMATIONSOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASESSOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCESOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENTMULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT External Promotion Customer Experience Marketing Management by Scott Brinker @chiefmartec http://www.chiefmartec.com
  19. 19. …to thisMarketing Technology architecture and eco-systemsdriving continuous improvement and monetisation
  20. 20. It’s getting crowded MarketingMarketing Technology Team IT Creative Technology Partner IT Digital Tech Big 5 Agency Product Agency Consultancy Consultancy Vendor
  21. 21. Final Thoughts The clients are getting prettygood at the tech stuff
  22. 22. Final Thoughts Client-side Marketing Techhas a good TalentValue Proposition
  23. 23. Final ThoughtsTechnology has adifferent revenue model to advertising (you get to sell IP)
  24. 24. Final Thoughts "Its hard to know where the adindustry starts and stops any more." The Progression of Agency Value, Econsultancy, April2012
  25. 25. Thank You @CodeWorldwide www.codeworldwide.com blog.codeworldwide.com

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