New CMO Technologist - How technology is changing the role of the marketing executive

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It’s projected that Marketing departments will outspend IT divisions within enterprise organizations by 2015. This session will review how marketing executives are adapting to new technologies that eliminate manual processes, provide a comprehensive understanding of campaign effectiveness, and provide clarity on the marketing department’s contribution to revenue. We’ll review the changes in strategy, personnel, budget, and expertise that are required to support change and take a look at the variety of marketing technology categories in the marketplace today.

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  • Could mention FusionPro personalization
  • Could mention FusionPro personalization
  • Direct marketing (email, print, SMS) have deep personalization capabilities that utilize in-house CRM data
  • Web, mobile, social platforms now recognize online behaviors and often combine online profile data to serve relevant advertisements in real time
  • Traditional channels (TV, radio, especially internet radio such as Pandora) have made some progress largely based on location and demographic information
  • Lots of data that shows the shift and everyone is aware. But digital marketing is provided by technologies
  • Vendors are going to confuse you. Look at independent sources such as Forrester, Gartner, Sirius Decisions, and other media groups.
  • Sales, Marketing, and IT ideally evaluate all purchases and combine objects though this can also lead to indecision or inaction
  • Vendors are going to confuse you. Look at independent sources such as Forrester, Gartner, Sirius Decisions, and other media groups.
  • What use to be 2 or 3% has ballooned to nearly 10%
  • New CMO Technologist - How technology is changing the role of the marketing executive

    1. 1. The New CMO Technologist How technologies are changing the role of marketing executives Dustin Ritter Vice President PTI, MarcomCentral
    2. 2. Background • VP of Marketing, MarcomCentral • MarcomCentral is a leading provider of SaaS based enterprise marketing asset management solutions since 2000 • 3700+ intranets/portals created to help organizations centralize, customize and distribute marketing assets • Empowers pre-approved sales teams, field marketers, partners and others to effortlessly create unique one-on-one customer experiences that adhere to all corporate brand standards • MarcomCentral also streamlines access to corporate-approved vendors to further facilitate creation, tracking and distribution of marketing goods
    3. 3. Clients
    4. 4. “As of 1995, the majority of enterprise software dollars were focused on back-office functions while the sales and marketing functions were largely ignored or served by smaller point-solution vendors… With a market capitalization of $17 billion, it has become the new industry heavyweight.” Gigaom: “Marketing is the Next Big Money Sector in Technology”
    5. 5. “By 2017, CMOs will spend more on IT than their counterpart CIOs.” Gartner: “By 2017 the CMO will Spend More on IT Than the CIO”
    6. 6. “On average, nearly one-third (30%) of named marketing-related technology and services is bought by marketing already. What’s more, marketing now influcences almost half of all purchases.” “CMOs and CIOs alike must recognize that tehcnology and marketing are now inextricably tied, and that future success depends on the creation of a totally new kind of cross-functional organization.” Gartner: “By 2017 the CMO will Spend More on IT Than the CIO”
    7. 7. Why Embrace the Integrative Role of “CMO Technologist”?
    8. 8. “The leaders of tomorrow will be fluent in the language of technology – if they’re not, they certainly won’t be the ones who are leading.” Eric Hippeau: “From CMO to CTO”
    9. 9. The Forces of Change • Media formats are transforming • Content must be hyper-relevant • Marketing efforts must be quantified • Technologies are continuously evolving
    10. 10. Media Format Transformation
    11. 11. “The marketing and media ecosystem has arraived at an evolutionary threshold. Numerous developments have brought the industry to this transition point. Many more advertising platforms exist. And marketers are insisting on greater precision in targeting and accounting for their ad spend.” Forbes: “Why Do Chief Marketing Officers Have A Short Shelf Life?”
    12. 12. The Marketing Spend Shift
    13. 13. The Convergence of Media
    14. 14. Content Relevancy
    15. 15. Traditional Marketing
    16. 16. Consumers Want Relevancy “Seven in ten consumers say they like custom content because it is tailored to their specific interests.” “6 in 10 say that after reading a custom publication, they feel like they know more, and feel better about the company.” GfK Roper Public Affairs & Corporate Communications: “Consumers’ Attitudes Toward Custom Content”
    17. 17. Personalization Works
    18. 18. Personalized Direct Marketing Print SMS Email Microsites
    19. 19. Personalized Digital Marketing Website Content Retargeted Online Ads Apps Social Ads
    20. 20. Personalized Traditional Marketing TV Radio
    21. 21. Deliver Personalized Content Technology Data Content Media
    22. 22. Marketing Quantified
    23. 23. “Data has transformed marketing into a more quantitative discipline. This new accountability is helping marketing evolve from an expense to a measurable driver or revenue. (Data makes) experimentation and optimization through A/B and multivariate testing a part of everyday marketing life.” Scott Brinker: “Chief Marketing Technologist 10-24-12”
    24. 24. “The new ROI of marketing goes even further than investments and impressions. It also encompasses return on engagement, objectives and opportunity.” Forbes: “Understanding The New ROI of Marketing”
    25. 25. Measuring Marketing Success
    26. 26. Measuring Marketing Success
    27. 27. Measuring Marketing Impact
    28. 28. The Evolution of Technologies
    29. 29. Early Technology Categories • • • • • • • • Ad Management Social Media Management Customer Relationship Management Content Management Web Analytics Marketing Resource Management Email Marketing & Analytics Business Intelligence
    30. 30. The Marketing Technology Landscape Concepts Technology Categories
    31. 31. Technology Concepts v. Categories • Enterprise Marketing management (EMM) is a marketing technology concept • Marketing Resource Management is a marketing technology category • New categories have emerged to better group like features and function: – – – – Marketing Asset Management Marketing Automation Brand Management Solutions Sales Enablement
    32. 32. Know The Technology Landscape • You need to at least have a broad, baseline knowledge of current and emerging technologies to recommend which options your company should consider • Without this scope and with an overall lack of strategy, you can waste time, monies and ultimately lose credibility
    33. 33. Marketing Technology Landscape
    34. 34. Building Your Marketing Technologies Portfolio
    35. 35. Common Pitfalls with Poor Strategy • • • • • • Purchase systems that solve a single need Data is in silos for each application Features overlap between systems Feature gaps become apparent Investment causes technology paralysis Indecision on how to change and/or be effective
    36. 36. What’s At Stake • • • • • Cost of Systems Cost of (Perpetual) Training Resources Depletion Visible Ineffectiveness Disenfranchisement
    37. 37. Becoming the CMO Technologist
    38. 38. “What’s driving the need for this role? Marketers are increasingly dependent on technology, notes Gartner, for designing the customer experience across social, mobile, commerce and website channels, for integrating data from many sources to better unerstand customers, and to support campaigns and programs in technical-powered environments such as search, social and mobile.” Scott Brinker: “Gartner Confirms 70% Have Chief Marketing Technologist”
    39. 39. Educate and Evaluate • Understand the Technology Landscape • Evaluate Your Technologies – – – – What is currently owned What is available How do they integrate Choose the ideal mix to meet objectives Leverage best practices and possibly analysts or companies that can help you do it. Do it yourself, and it can be overwhelming. Avoid going down the wrong road from the get-go.
    40. 40. Collaborate with Others
    41. 41. Evaluate Staff and Roles • Consider new roles – Marketing Operations Manager – Marketing Systems Administrator – Marketing Automation Manager • Hire technology savvy candidates • Invest in ongoing training for current staff
    42. 42. Typical Marketing Staff and Roles
    43. 43. Expected Staffing Changes
    44. 44. Allocate Budget/Resources
    45. 45. Technology Investment Projections
    46. 46. Consistently Review And Adapt Forbes: “Understanding The New ROI of Marketing”
    47. 47. Case Studies
    48. 48. Thank You Dustin Ritter Vice President PTI, MarcomCentral

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