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
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.
Agile Marketing & Rise of the Marketing Technologist
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
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
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
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