That’s a problem, because this isn’t agile: Plan Create Distribute Measure Time
Observa8ons of this new kind of marke8ng: • Individuals and interac8ons • Responding to change • Customer collabora8on • Working “experiences” (Does this sound familiar?)
This new kind of marke8ng is about more than adver8sing, PR, communica8ons, etc. It’s about end-‐to-‐end customer experience.
This new kind of marke8ng is more strategic. Strategic 7 5,9 6 5 4,8 4 3,2 3 2 Tac8cal 1 Two Years Ago Today Two Years From Now Source: Gartner Marke8ng Change survey with high-‐tech and telecom provider marke8ng execu8ves conducted September 2011, N = 309
Observa8ons of this new kind of organiza8on: • More par8cipa8on • More responsiveness • More independence • More transparency (The spirit of agile methodologies.)
In this environment, technology is more than infrastructure—it is capabili8es.
A perfect storm for marke8ng technology. Marke1ng Migra8on from Large market New Ventures Spend old to new Cloud Migra8on from Compu1ng IT to SaaS Rela8vely easy to sell Trackable Measurable Medium ROI Disrup1ve Opportunity for Innova1on new players Low barriers to entry SoMware Low cost, Economics high margin
Marke8ng Technology Landscape August 2011 MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT TARGETING DISPLAY AD E-‐COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING CREATIVE OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CUSTOM WEB APPS CORE WEBSITE MARKETING AUTOMATION CRM SEARCH AD MANAGEMENT WIDGETS/PLUG-‐INS SALES AUTOMATION SOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASES SOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT MULTI-‐CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT External Promo8on Customer Experience Marke8ng Management by Sco Brinker @chiefmartec hp://www.chiefmartec.com
“Innova8on is anything, but business as usual.” Sco Brinker President & CTO ion interac8ve, inc. hp://www.ioninterac8ve.com Chief Marke8ng Technologist blog: hp://www.chiefmartec.com Twier: @chiefmartec