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Agile Marketing &Rise of the Marketing Technologistby Scott Brinker   @chiefmartechttp://www.chiefmartec.com
Agile Marketing &Rise of the Marketing Technologistby Scott Brinker   @chiefmartec                             Download th...
Marketing is moving faster.
Marketing is increasingly complex.
From Stretched to Strengthened, IBM Global CMO Study 2011
The only constant is change.
Marketing is more strategic.
7X
“You may askyourself, how do  I work this?”      – Talking Heads
Marketing5 Meta-Trends
Marketing5 Meta-Trends
Marketing5 Meta-Trends
Marketing5 Meta-Trends
Marketing5 Meta-Trends
Marketing5 Meta-Trends
Marketing5 Meta-Trends  Marketing  Technologists
Marketing5 Meta-Trends  Marketing       Agile Marketing  Technologists
“ We tend to overestimate the  effect of a technology in the  short run and underestimate                            ”  th...
The Re-Imagination of Nearly Everythingwww.kpcb.com/insights/2012-internet-trends
“Magnitude of Upcoming Change       Will Be Stunning”
Where audience goes, marketing follows.
Digital Share of Global Ad Spend2010    2011     2012    2013     201414.7%   16.0%   17.8%   19.6%    21.5%
How much of marketing is digital?
~1/3 spend > 50% of their budget on digital
Trees differ in size; the forest is growing.
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
The ZMOT is a flurry of activity:                   Query search engines                   Visit company web site         ...
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
“Big, large, glassbuildings do not buy software.  People do.”    – Jonathan Becher      CMO, SAP
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry.  An increase in marketing responsibility.             Customer experience    ...
Source: Forrester Research
is for product
“ Every single customer experience  is a brand moment of truth. ”         – Steve Cannon, CEO           Mercedes-Benz USA
is for promotion
Distance between creative andcustomer experience.
Creative and customer experienceMarketing and customer experience blur.            are now blurred.
roduct is promotion
Great Experience = Great Brand
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technol...
New technology isconstantly emerging.
Brands continuously seek differentiation.
Software is now easy to create and scale.
A perfect storm for marketing technology   Marketing   Migration from                old to new       Large market    Spen...
The Golden Age of Marketing Software.
Software has become how marketing    sees and touches the world.
Analytics shapes perceptions.Automation guides processes.Optimization hones tactics.Listening directs engagement.Targeting...
“He who controls the spice,  controls the universe.”
“He who controls       thesoftware, controls the marketing.”
Who choreographs this ballet?
Or is it more of a mosh pit?
Technology Decisions in MarketingWho decides?             On what basis?• Marketers              • Technical depth• IT dep...
MarketingIT
Marketing’s perceptions of IT:IT is the department of “no.”IT doesn’t speak marketing’s language.IT doesn’t understand the...
IT’s perceptions of marketing:Marketing is spin.Marketers don’t care about integration.                 Mastering Customer...
Not an    IT motto.(And for good reason.)
The            MarketingStandardize            Experiment            Technology               Cycle
Well, there’s always a committee…
iiiii  Traditional   IT        Mktg                        IT                Mktg      Committee                IT        ...
King Solomon’sMarketing-Technology Split
www.slideshare.net/marketingtransformation/the-chief-marketing-technologist
A technologist by any other name…                       Digital ServicesMarketing CTO                         Marketing IT...
Data from Gartner 2012, graphic by IBM.
Marketing Technologist = Choreographer
The               Creative                  AgenciesMarketingTechnologyFrenemyTriangle            CMO                    C...
Not all marketers need be technologists.
Just as not all marketers are “creatives.”
But tech must be part of marketing’s DNA.
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 i...
The traditional multi-month marketing cycle:        Plan               Create                        Distribute           ...
Our customers are now agile.
That’s a problem, because this isn’t:       Plan              Create                       Distribute                     ...
What’s important in modern marketing?  • Individuals and interactions  • Responding to change  • Customer collaboration  •...
From agile software development      to agile marketing.
In 2009, Google ranapproximately 12,000     experiments.
In 2009, Google ranapproximately 12,000     experiments. Only about 10% ofthem led to business     changes.
Marketing5 Meta-Trends
Agile Marketing & Rise of the Marketing Technologist
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Agile Marketing & Rise of the Marketing Technologist

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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

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Agile Marketing & Rise of the Marketing Technologist

  1. Agile Marketing &Rise of the Marketing Technologistby Scott Brinker @chiefmartechttp://www.chiefmartec.com
  2. Agile Marketing &Rise of the Marketing Technologistby 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 askyourself, how do I work this?” – Talking Heads
  10. Marketing5 Meta-Trends
  11. Marketing5 Meta-Trends
  12. Marketing5 Meta-Trends
  13. Marketing5 Meta-Trends
  14. Marketing5 Meta-Trends
  15. Marketing5 Meta-Trends
  16. Marketing5 Meta-Trends Marketing Technologists
  17. Marketing5 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 Everythingwww.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 Spend2010 2011 2012 2013 201414.7% 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, glassbuildings 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 andcustomer experience.
  43. Creative and customer experienceMarketing 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 isconstantly 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 thesoftware, controls the marketing.”
  56. Who choreographs this ballet?
  57. Or is it more of a mosh pit?
  58. Technology Decisions in MarketingWho decides? On what basis?• Marketers • Technical depth• IT department • Right incentives• Web shop • Business alignment• Vendors • Accountability• Ad hoc • Marketing vision
  59. MarketingIT
  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 MarketingStandardize 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 MktgIndependent Outsourced (Mktg) MT Outside MT IT MktgJoint 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’sMarketing-Technology Split
  67. www.slideshare.net/marketingtransformation/the-chief-marketing-technologist
  68. A technologist by any other name… Digital ServicesMarketing CTO Marketing ITMarketing Operations Marketing EngineeringMarketing Technology
  69. Data from Gartner 2012, graphic by IBM.
  70. Marketing Technologist = Choreographer
  71. The Creative AgenciesMarketingTechnologyFrenemyTriangle 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 MeasureTime
  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 ranapproximately 12,000 experiments.
  82. In 2009, Google ranapproximately 12,000 experiments. Only about 10% ofthem led to business changes.
  83. Marketing5 Meta-Trends

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