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AMA/Aquent: The Rise of the Marketing Technologist

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Marketing has become a technology-powered discipline. Though not everyone needs to become a technologist, technical professionals now have key roles to play in the marketing team.

In this webcast, you will learn why marketing teams need technologists outside of IT, who they are, and where to find them.

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AMA/Aquent: The Rise of the Marketing Technologist

  1. 1. The Rise of the Marketing Technologist Marketing has become a technology-powered discipline. Though not everyone needs to become a technologist, technical professionals now have key roles to play in the marketing team. In this webcast, you will learn why marketing teams need technologists outside of IT, who they are, and where to find them.
  2. 2. Rise of the Marketing Technologist Scott Brinker @chiefmartec
  3. 3. Co-founder & CTO Software and services for marketing apps. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  4. 4. Java Developer Senior Java Developer Enterprise Architect Senior Architect Technology Director ?
  5. 5. Technology Marketing
  6. 6. Everything digital is controlled by software.
  7. 7. “Software is eating the world.” Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
  8. 8. 947 companies 43 categories And this is not comprehensive!
  9. 9. Software is how marketing “sees” and “touches” customers in a digital world.
  10. 10. Analytics software affects our perceptions. Marketing automation software affects our processes. Social media software affects our engagement strategy. Marketing apps software affects our touchpoints. CRM software, by definition, affects our relationships.
  11. 11. Marketer Marketing Software Web Services Client Software Customer
  12. 12. marketing = digital = software
  13. 13. The distance between communications and customer experience has collapsed to a click.
  14. 14. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
  15. 15. An explosion of customer experience touchpoints.
  16. 16. The Extended Product
  17. 17. Product Price Marketing Mix Place Promotion
  18. 18. Extended Product Price Marketing Mix Place Promotion
  19. 19. 70% of marketers increasing digital marketing technology spending in 2014 Only 2% are decreasing Source: Econsultancy, Skills of the Modern Marketer
  20. 20. Increasing technology expenses and capital investments; cross-charges from IT and external agencies
  21. 21. Digital marketing funded by rearranging existing budgets — but not just marketing’s
  22. 22. According to a recent Gartner study, CEOs believe that the most important technology-enabled investment over the next 5 years is digital marketing Source: Gartner, April 2014
  23. 23. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
  24. 24. Damn it, Jim — I’m a marketer, not a systems administrator!
  25. 25. Damn it, Jim — I’m a marketer, not a systems administrator!
  26. 26. CMO: I’m ready to take over our IT spend! CIO: Why me? By 2017 the CMO will spend more on IT than the CIO. – Gartner
  27. 27. “He who controls the spice, controls the universe.”
  28. 28. “He (or she) who controls the software, controls the marketing.”
  29. 29. The King Solomon approach to dividing marketing technology. The CIO gets the technology half. The CMO gets the marketing half. NOT GOOD
  30. 30. The King Solomon approach to dividing marketing technology. The baby does much better as a whole.
  31. 31. We don’t control the environment. We don’t control the customer. We want to be differentiated. Marketing is not ERP.
  32. 32. Technology Expertise Technology Authority Cowboy Laggard Prisoner
  33. 33. Marketing Expertise Technology Expertise Old School Marketers Old School IT & Engineers
  34. 34. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Marketing Expertise Technology Expertise Old School Marketers Old School IT & Engineers
  35. 35. technology changes exponentially technology management is deciding which changes are adopted ? organizations change logarithmically ?
  36. 36. 81% of large firms now have a chief marketing technologist role
  37. 37. There’s too damn many new roles!
  38. 38. Where do you find these people?
  39. 39. Marketing Expertise Technology Expertise IT Origin Marketing Origin Minimally Viable Technologist Minimally Viable Marketer
  40. 40. Not everyone in marketing needs to be a technologist. Just as not everyone in marketing needed to be a creative.
  41. 41. Design Technology Analytics Storytelling Technology must become a part of marketing’s DNA.
  42. 42. 21% of CEOs think technical expertise is a top 3 CMO skill. Only 13% think agency experience is.
  43. 43. Download a free copy of my book at chiefmartec.com “…helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO SAP “…the key meta-trends that will define how all marketing is done in a world of technology enablement...” – Terence Kawaja, CEO LUMA Partners
  44. 44. Reach me at: sbrinker@ioninteractive.com Twitter: @chiefmartec ion interactive, inc. http://ioninteractive.com Chief Marketing Technologist http://chiefmartec.com MarTech Conference http://martechconf.com

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