Successfully reported this slideshow.

Agile Marketing & Rise of the Marketing Technologist

80

Share

Loading in …3
×
1 of 175
1 of 175

Agile Marketing & Rise of the Marketing Technologist

80

Share

Download to read offline

Presentation given at the December 2012 ITSMA Conference on 5 meta-trends in marketing. Read the accompanying essay here: http://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html

Presentation given at the December 2012 ITSMA Conference on 5 meta-trends in marketing. Read the accompanying essay here: http://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

Related Audiobooks

Free with a 14 day trial from Scribd

See all

Agile Marketing & Rise of the Marketing Technologist

  1. Agile Marketing & Rise of the Marketing Technologist by Scott Brinker @chiefmartec http://www.chiefmartec.com
  2. Agile Marketing & Rise of the Marketing Technologist by Scott Brinker @chiefmartec Download this deck from my Twitter feed. http://www.chiefmartec.com
  3. Marketing is moving faster.
  4. Marketing is increasingly complex.
  5. From Stretched to Strengthened, IBM Global CMO Study 2011
  6. The only constant is change.
  7. Marketing is more strategic.
  8. 7X
  9. “You may ask yourself, how do I work this?” – Talking Heads
  10. Marketing 5 Meta-Trends
  11. Marketing 5 Meta-Trends
  12. Marketing 5 Meta-Trends
  13. Marketing 5 Meta-Trends
  14. Marketing 5 Meta-Trends
  15. Marketing 5 Meta-Trends
  16. Marketing 5 Meta-Trends Marketing Technologists
  17. Marketing 5 Meta-Trends Marketing Agile Marketing Technologists
  18. “ We tend to overestimate the effect of a technology in the short run and underestimate ” the effect in the long run. – Amara’s Law
  19. The Re-Imagination of Nearly Everything www.kpcb.com/insights/2012-internet-trends
  20. “Magnitude of Upcoming Change Will Be Stunning”
  21. Where audience goes, marketing follows.
  22. Digital Share of Global Ad Spend 2010 2011 2012 2013 2014 14.7% 16.0% 17.8% 19.6% 21.5%
  23. How much of marketing is digital?
  24. ~1/3 spend > 50% of their budget on digital
  25. Trees differ in size; the forest is growing.
  26. Marketing in the Digital Age, DataXu 2012 whitepaper
  27. Marketing in the Digital Age, DataXu 2012 whitepaper
  28. Marketing in the Digital Age, DataXu 2012 whitepaper
  29. Marketing in the Digital Age, DataXu 2012 whitepaper
  30. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  31. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  32. The ZMOT is a flurry of activity: Query search engines Visit company web site Read educational content Follow on Twitter Visit competitor web sites Read reviews Discuss with friends Check online communities Comparison shop
  33. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  34. “Big, large, glass buildings do not buy software. People do.” – Jonathan Becher CMO, SAP
  35. Shift in buyer-seller information asymmetry.
  36. Shift in buyer-seller information asymmetry.
  37. Shift in buyer-seller information asymmetry. An increase in marketing responsibility. Customer experience Social media marketing Content marketing
  38. Source: Forrester Research
  39. is for product
  40. “ Every single customer experience is a brand moment of truth. ” – Steve Cannon, CEO Mercedes-Benz USA
  41. is for promotion
  42. Distance between creative and customer experience.
  43. Creative and customer experience Marketing and customer experience blur. are now blurred.
  44. roduct is promotion
  45. Great Experience = Great Brand
  46. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
  47. New technology is constantly emerging.
  48. Brands continuously seek differentiation.
  49. Software is now easy to create and scale.
  50. A perfect storm for marketing technology Marketing Migration from old to new Large market Spend New Ventures Cloud Migration from Computing IT to SaaS Relatively easy to sell Trackable Measurable Medium ROI Disruptive Opportunity Innovation for new players Low barriers to entry Software Low cost, Economics high margin
  51. The Golden Age of Marketing Software.
  52. Software has become how marketing sees and touches the world.
  53. Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
  54. “He who controls the spice, controls the universe.”
  55. “He who controls the software, controls the marketing.”
  56. Who choreographs this ballet?
  57. Or is it more of a mosh pit?
  58. Technology Decisions in Marketing Who decides? On what basis? • Marketers • Technical depth • IT department • Right incentives • Web shop • Business alignment • Vendors • Accountability • Ad hoc • Marketing vision
  59. Marketing IT
  60. Marketing’s perceptions of IT: IT is the department of “no.” IT doesn’t speak marketing’s language. IT doesn’t understand the need for speed. IT isn’t concerned with the customer. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
  61. IT’s perceptions of marketing: Marketing is spin. Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
  62. Not an IT motto. (And for good reason.)
  63. The Marketing Standardize Experiment Technology Cycle
  64. Well, there’s always a committee…
  65. iiiii Traditional IT Mktg IT Mktg Committee IT Mktg IT i Mktg Co-located Liaison IT Mktg IT Mktg Embedded Direct Report MT IT IT Mktg IT Mktg Independent Outsourced (Mktg) MT Outside MT IT Mktg Joint Venture IT MT Mktg Outsourced (IT) Outside MT IT IT Mktg Practice Mktg Outsourced Triangle MT Outside Center MT Hostile IT Mktg IT Mktg Merged IT Marketing Marketing Technology
  66. King Solomon’s Marketing-Technology Split
  67. www.slideshare.net/marketingtransformation/the-chief-marketing-technologist
  68. A technologist by any other name… Digital Services Marketing CTO Marketing IT Marketing Operations Marketing Engineering Marketing Technology
  69. Data from Gartner 2012, graphic by IBM.
  70. Marketing Technologist = Choreographer
  71. The Creative Agencies Marketing Technology Frenemy Triangle CMO CIO Tech Software Consultants Vendors
  72. Not all marketers need be technologists.
  73. Just as not all marketers are “creatives.”
  74. But tech must be part of marketing’s DNA.
  75. 3 Questions of the Daily Stand-Up: 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way?
  76. The traditional multi-month marketing cycle: Plan Create Distribute Measure Time
  77. Our customers are now agile.
  78. That’s a problem, because this isn’t: Plan Create Distribute Measure Time
  79. What’s important in modern marketing? • Individuals and interactions • Responding to change • Customer collaboration • Working content, “experiences”
  80. From agile software development to agile marketing.
  81. In 2009, Google ran approximately 12,000 experiments.
  82. In 2009, Google ran approximately 12,000 experiments. Only about 10% of them led to business changes.
  83. Marketing 5 Meta-Trends

Editor's Notes

  • Now, I’m not saying that everyone in the marketing department has to be a technologist.
  • But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.
  • ×