How to Become a Marketing Technologist

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Changing technology has changed the way consumers interact with brands. Consumers have more power than ever. As marketers, we have to become technologists, and understand how to research and analyze the data, strategize, and show real results tied back to business goals.
This presentation illustrates the role technology plays in the consumer purchase process, and how marketers can integrate it into the strategy.

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  • we are now solving problems, not selling products.\n
  • It doesn’t matter what type of business you are in. \nBrands have a new set of challenges and goals. \nPr roles have expanded - bits of data across various web channels\nAward-winning campaigns\nMarketing vs IT next\n\n
  • IT roles have changed as well. \nThey do more than manage and provide internal resources. They are now relied upon for marketing.\n
  • Goal today\nsolve challenges the new media presents\nI’m not going to tell you....\n
  • housekeeping\n
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  • Google calls it the Zero Moment of Truth. \n
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  • The glue that holds it together.\nmarket research, customer service, community and relationship building\nSolves: when someone posts a questions or a complaint or a compliment...\n
  • driving force in the strategy\nZMOT\nexamples - CF, AES, Jugnoo\nSolves: google searches for solutions to problems\n
  • we’re attracting traffic to our content, and engaging online\nLead generation now falls under the marketing umbrella. We are no nlonger a cost center, but a revenue generator\n
  • Now we turn to distribution channels.\nSolves - increase positive mentions and blog posts and news sites in searches\n
  • 79 percent of Americans use a smart phone to help with shopping decisions. \n70 percent check reviews before making a purchase. \nSolves: encourages reviews and check-ins\n
  • Every client project begins with established goals.\n
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  • It seems we need to be superhuman to keep up with everything. \nIt means technology is baked into your processes on an every day basis. \nWe also need to stay curious and keep ahead of emerging trends and technologies to understand how they affect the brands we work for, and how it affects the work we are doing for them. And know enough to be dangerous and turn to the experts for the deeper knowledge. \n
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  • We can’t know it all, and for some of you, you have large enough teams where you can rely on experts in each area.\nFilter the Shiny Object Syndrome for your clients or your employers by testing out the technology for yourself. Use your critical-thinking skills to determine how this could be applied from a business perspective. \nBe able to answer the question when your boss or client asks about it.\n\n
  • When Google+ first came out, we set up our own page and started playing with it before we told our clients to hop on it.I used Piktochart for my infographics. \n
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  • Paris - and the language\nWe can’t execute marketing campaigns without an understanding of the capabilities of tech.\n
  • It’s designed to make our lives easier and more productive, but never to replace the fundamentals of hard work and real relationship building.\nUse it to extend capabilities. \nTechnology is one third of the way there - \n
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  • Now that we are becoming more informed, and self-reliant when it comes to integrating technology into strat: 1. Get negative mentions off first page of Google, increase conversion rates on landing pages and emails, get more bloggers and influencers talking about our brands, help them look good by guiding them through the right technologies to reach the right goals.\nManaging and protecting reputations\nreporting back to your executives with actual return on investment and increasing budgets. \nand everyone lived happily ever after\n
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  • How to Become a Marketing Technologist

    1. 1. HOW TO BECOME A TECHNOLOGIST Lisa Gerber
    2. 2. COMPLAIN ON FORUMS
    3. 3. RSVP TO EVENTS
    4. 4. TALKING TO THE MEDIA
    5. 5. CHECKING IN
    6. 6. BEING ENTERTAINED
    7. 7. DOWNLOADING APPS
    8. 8. WHAT CHANGED?• Consumer behavior is vastly different• Financial investment in digital media is growing• C-suite is demanding better, real results
    9. 9. MARKETING VS. IT
    10. 10. LOVE TECHNOLOGY AND YOUR IT GUYS
    11. 11. TODAY’S AGENDA• Buyer decision-making process• Business engagement process• Eight ways to integrate technology into strategy• Four ways to become a technologist
    12. 12. 1. SEARCH ENGINE OPTIMIZATION
    13. 13. 4. SOCIAL MEDIA MANAGEMENT
    14. 14. Owned media Paid Earned media media2. CONTENT MANAGEMENT SYSTEMS
    15. 15. SEO Make an offer Calls to action Landing pages Email nurturing3. LEAD GENERATION ANDAUTOMATED MARKETING
    16. 16. 5. SOCIAL INFLUENCE TOOLS
    17. 17. 6. MOBILE MARKETING*Image courtesy of InternetRetailing
    18. 18. 7. MEASUREMENT AND ANALYTICS
    19. 19. 8. COLLABORATION AND PROJECT MANAGEMENT
    20. 20. Establish Goals Search Report and Collaborate Engage with Social Media Measure Create Content Reach Mobile Audience Manage Leads Reach Influencers
    21. 21. WHAT IS A MARKETING TECHNOLOGIST?
    22. 22. FOUR WAYS TO BECOME A TECHNOLOGIST
    23. 23. 1. USE IT FOR YOURSELF
    24. 24. 2. FOLLOW BLOGS AND INFLUENCERS
    25. 25. BLOG BUNDLE•Chief Marketing Technologist •SEOMoz•Content Marketing Institute •Search Engine Land•Conversation Agent •Spin Sucks•Convince and Convert •Six Pixels of Separation•For Bloggers by Bloggers •LoveStats•Inbound Marketing •The Sales Lion•It’s All About Revenue •Traackr•KDPaine’s PR Measurement •V3 Kansas City•PR 20/20 •Waxing Unlyrical•ProBlogger
    26. 26. NEWS SITES• TechCrunch• Mashable• Read Write Web• Social Media Examiner• Social Media Today
    27. 27. TWITTER LISTtwitter.com/lisagerber/marketing-technologist
    28. 28. 3. UNDERSTAND THE LANGUAGE
    29. 29. 4. BE STRATEGIC
    30. 30. If you can’t beat them, at least have some fun with it.
    31. 31. Give your IT guys a hug
    32. 32. THANK YOULisa GerberBig Leap Creative Digital Marketing•www.bigleapcreative.com/wordpress•lisa@bigleapcreative.com•Twitter: @lisagerber•LinkedIn•Slideshare: www.slideshare.com/lisagerber

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