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MTech14: Creating A Marketing Technology Strategy - Scott Brinker

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Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy.

This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.

Published in: Marketing

MTech14: Creating A Marketing Technology Strategy - Scott Brinker

  1. 1. Creating a Marketing Technology Strategy Scott Brinker @chiefmartec
  2. 2. Rapidly You changing technology Things you want to avoid My goal
  3. 3. Co-founder & CTO Software and services for marketing apps. Author & Editor Blog on the entwining of marketing & technology.
  4. 4. The Most Interesting Intersection in the World Technology Marketing Strategy
  5. 5. Strategy Technology Linear, strategy first
  6. 6. Strategy Technology Linear, strategy first Linear, technology first
  7. 7. Strategy Technology Linear, strategy first Linear, technology first Circular, both intertwined
  8. 8. Everything digital is controlled by software.
  9. 9. Software is marketing’s interface to reality.
  10. 10. Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships.
  11. 11. Marketer Marketing Software Web Services Client Software Customer Software is the middleman in digital marketing.
  12. 12. ~100 companies
  13. 13. ~350 companies
  14. 14. ~950 companies
  15. 15. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
  16. 16. Internet
  17. 17. Infrastructure
  18. 18. Infrastructure
  19. 19. Infrastructure
  20. 20. Marketing Backbone Platforms
  21. 21. Marketing Backbone Platforms
  22. 22. Marketing Backbone Platforms
  23. 23. Marketing Backbone Platforms
  24. 24. Marketing Middleware
  25. 25. Marketing Middleware
  26. 26. Marketing Middleware
  27. 27. Marketing Operations
  28. 28. Marketing Operations
  29. 29. Marketing Operations
  30. 30. Marketing Operations
  31. 31. Marketing Operations
  32. 32. Marketing Operations
  33. 33. Marketing Experiences
  34. 34. Marketing Experiences
  35. 35. Marketing Experiences
  36. 36. Marketing Experiences
  37. 37. Marketing Experiences
  38. 38. Marketing Experiences
  39. 39. Marketing Experiences
  40. 40. Marketing Experiences
  41. 41. Marketing Experiences
  42. 42. Marketing Experiences
  43. 43. Marketing Experiences
  44. 44. Marketing Experiences
  45. 45. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
  46. 46. Aug 2011 Sep 2012 Jan 2014
  47. 47. Marketing has more software available to it today than any other business function in the history of computing.
  48. 48. Adoibacle.com one suite to rule them all!
  49. 49. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing The Perfect Storm
  50. 50. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing Digital marketing is the first major business market born in the era of the cloud.
  51. 51. Innovation Consolidation Inflow >= Outflow
  52. 52. $11.8 billion $5.8 billion $1.5 billion $2.6 billion
  53. 53. There will be consolidation, but it probably won’t be evenly distributed.
  54. 54. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
  55. 55. BACKBONE PLATFORMS MIDDLE-WARE Core customer data offers the greatest incentives & practicality for consolidation. (Process, insights, and experiences, less so.) Data Management Platforms/Customer Data Platforms Tag Management User Mgmt Cloud APIs Connectors Correlation Data Core Customer Data CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce Customer Data Campaign Data Content Data Catalog Data
  56. 56. Ironically, this kind of platform consolidation can accelerate innovation at the next layer up.
  57. 57. More Customers More Developers More Capabilities
  58. 58. A Judo move on the challenge of accelerating change.
  59. 59. One Suite Platform to Rule Them All?
  60. 60. 2,160 apps
  61. 61. 29,871 Plugins
  62. 62. Choice is a good thing. Competition drives prices down, drives innovation up. Choice gives you ways to differentiate.
  63. 63. • Integration risk • Vendor risk • Management risk Platforms will help mitigate these.
  64. 64. Damn it, Jim — I’m a marketer, not a systems administrator!
  65. 65. Damn it, Jim — I’m a marketer, not a systems administrator!
  66. 66. Aspirations vs. Capabilities
  67. 67. Capabilities Marketing Technology Strategy & Management
  68. 68. 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
  69. 69. Cowboy Laggard Prisoner Technology Expertise Technology Authority
  70. 70. IT Marketing A fascinating intersection of “hybrid” talent.
  71. 71. Marketing Expertise Technology Expertise Old School Marketers Old School IT & Engineers
  72. 72. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Marketing Expertise Technology Expertise Old School Marketers Old School IT & Engineers
  73. 73. CIO CMO Chief Marketing Technologist Mktg Mktg Mktg Marketing Technology Staff & Vendors
  74. 74. 81% of large organizations now have the equivalent of a chief marketing technologist role.
  75. 75. FRONT-OFFICE BACK-OFFICE OPTIMIZATION INNOVATION
  76. 76. FRONT-OFFICE Customer Experience BACK-OFFICE OPTIMIZATION INNOVATION Marketing Innovation Marketing Operations Data Science
  77. 77. time # of software programs used by marketers Ambient Software
  78. 78. technology changes exponentially technology management is deciding which changes are adopted ? organizations change logarithmically ? Time Change
  79. 79. How did we do?
  80. 80. Download a free copy at chiefmartec.com “Scott Brinker 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
  81. 81. Thank you! Please feel free to reach out to me if I can help in any way. sbrinker@ioninteractive.com Twitter: @chiefmartec Co-founder & CTO ion interactive, inc. http://ioninteractive.com Author & Editor Chief Marketing Technologist http://chiefmartec.com

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