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Rise of the MarketingTechnologist
* NIMA A + B in 1993...* 20 years Sales & Marketing at some of the worlds top brands* Sales Leader & Social Software Evang...
Marketing was pretty easy in my daysRemember those 4 Ps...?
Anno 2012 Marketing is riding akiller wave of new technology.
The Extended Web Has brought endless opportunities to Marketers
But added an equal amount of complexity...
The next 5years will see an explosion of marketing technology
• WebCreated by YOU! • Social Media • Cloud • Devices • Interactive A...
Technology decisions andmarketing strategy areintertwined.
Bringing all groups together doesn’tnecessarily produce the best solution.
MarketingIT
So who navigates?
Not another layer ofmanagement.
Instead, a new pillar in thestructure of marketing. Creative ...
Rise of the Marketing Technologist Marketing CTO(Chief Marketing Technologist)• Reports to CMO• Coordinates with IT• Coo...
BringsMarketing andtechnologyunder oneumbrella.
Balance powerwith IT, outsideagencies, andtechnologyvendors.
Direct the landscape of marketing technology.(Marketing vision + technical depth)
Enable the CMO to wield technologyas a strategic marketing capability.
But where do you findmarketing technologists?
Not all marketers will be technologists.
Just like not all marketers are “creatives.”
But technology MUST becomepart of marketing’s DNA.
A blossoming generation of webdevelopers and web entrepreneurs.
Agencies, Technology vendors
YOU?
Sir Tim Berners-Lee
➔ Customers, customers, customers!➔ Technology is always a means and not a goal➔ Understand the role and value of Te...
arjan@raddermarketing.nl – www.raddermarketing.nl – +31 6 2501 0586www.twitter.com/arjanradder – linkedin.com/arjanradder ...
Marketing Technology & Future Trends
Marketing Technology & Future Trends
Marketing Technology & Future Trends
Marketing Technology & Future Trends
Marketing Technology & Future Trends
Marketing Technology & Future Trends
Marketing Technology & Future Trends
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Marketing Technology & Future Trends

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This presentation is loosely based on Scott Brinckers great story about the rise of the Marketing Technologist. www.chiefmartec.com. I delivered this presentation at a guest college about Digital Marketing at the Rotterdam School of Marketing on August 4, 2012. Follow me @ twitter.com/arjanradder or contact me for a discussion on Marketing and Technology via arjan@raddermarketing.nl

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Marketing Technology & Future Trends

  1. 1. Rise of the MarketingTechnologist
  2. 2. * NIMA A + B in 1993...* 20 years Sales & Marketing at some of the worlds top brands* Sales Leader & Social Software Evangelist EMEA @ IBM* Digital Marketing Partner Manager & Evangelist @ Adobe* Founded Arjan Radder Marketing Concepts Q1, 2012
  3. 3. Marketing was pretty easy in my daysRemember those 4 Ps...?
  4. 4. Anno 2012 Marketing is riding akiller wave of new technology.
  5. 5. The Extended Web Has brought endless opportunities to Marketers
  6. 6. But added an equal amount of complexity...
  7. 7. The next 5years will see an explosion of marketing technology
  8. 8. • WebCreated by YOU! • Social Media • Cloud • Devices • Interactive Apps • Semantic web • Your products…
  9. 9. Technology decisions andmarketing strategy areintertwined.
  10. 10. Bringing all groups together doesn’tnecessarily produce the best solution.
  11. 11. MarketingIT
  12. 12. So who navigates?
  13. 13. Not another layer ofmanagement.
  14. 14. Instead, a new pillar in thestructure of marketing. Creative Research Technology
  15. 15. Rise of the Marketing Technologist Marketing CTO(Chief Marketing Technologist)• Reports to CMO• Coordinates with IT• Coordinates with products• Technology expertise• Marketing savvy• Strategic role
  16. 16. BringsMarketing andtechnologyunder oneumbrella.
  17. 17. Balance powerwith IT, outsideagencies, andtechnologyvendors.
  18. 18. Direct the landscape of marketing technology.(Marketing vision + technical depth)
  19. 19. Enable the CMO to wield technologyas a strategic marketing capability.
  20. 20. But where do you findmarketing technologists?
  21. 21. Not all marketers will be technologists.
  22. 22. Just like not all marketers are “creatives.”
  23. 23. But technology MUST becomepart of marketing’s DNA.
  24. 24. A blossoming generation of webdevelopers and web entrepreneurs.
  25. 25. Agencies, Technology vendors
  26. 26. YOU?
  27. 27. Sir Tim Berners-Lee
  28. 28. ➔ Customers, customers, customers!➔ Technology is always a means and not a goal➔ Understand the role and value of Technology (not (perse) the Techno itself)➔ Become, or become friends with, the Marketing Technologist➔ Always, always be aware of the future...➔ Never forget the 4 Ps...:-)!
  29. 29. arjan@raddermarketing.nl – www.raddermarketing.nl – +31 6 2501 0586www.twitter.com/arjanradder – linkedin.com/arjanradder – slideshare.net/arjanradderInspirational credits to Scott Brincker, The Marketing Technologist. www.chiefmartec.com

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