Keynote for Valtech's Agile Day 2012. Discusses the evolution of marketing into the broader mission of customer experience and how "agile marketing" principles and practices can help organizations succeed in this new era.
See, industry forces have created a perfect storm for marketing technology. The shift of money from old media is continuing, making digital a larger and larger market. Cloud computing and the inherent trackability of digital initiatives makes it easier to adopt and justify new technologies. And this special moment in time, where disruptive innovation opens doors for everyone—combined with the attractive economics of software—make barriers to entry relatively low. If you’ve got a brilliant idea, and you can prove it, you can launch a marketing technology venture.
Everything Is Marketing, Everyone Must Be Agile
Everything Is Marketing,Everyone Must Be Agile by Scott BrinkerPresident & CTO, ion interactive http://www.chiefmartec.com Twitter: @chiefmartec
By 2017, the CMO will spend more on IT than the CIO. – Gartner
“I feel more like a CIO than a CMO! I havemarketing automation, CRM, listening platforms — I’m up to my eyeballs in technology.”
That’s a problem, because this isn’t agile: Plan Create Distribute MeasureTime
Observations of this new kind of marketing: • Individuals and interactions • Responding to change • Customer collaboration • Working “experiences” (Does this sound familiar?)
This new kind of marketing is about morethan advertising, PR, communications, etc.It’s about end-to-end customer experience.
This new kind of marketing is more strategic.Strategic 7 5.9 6 5 4.8 4 3.2 3 2 1Tactical Two Years Ago Today Two Years From Now Source: Gartner Marketing Change survey with high-tech and telecom provider marketing executives conducted September 2011, N = 309
“Marketing is tooimportant to be left to the marketing department.” – Seth Godin ( – David Packard )
Employees are consumers too, and they’re seeking the same dynamics at work.
This is why consumerization of IT is thriving.
Observations of this new kind of organization: • More participation • More responsiveness • More independence • More transparency (The spirit of agile methodologies.)
In this environment, technology is more than infrastructure—it is capabilities.
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 Technology Landscape August 2011MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENTTARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT MANAGEMENT VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKINGCREATIVEOPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM MARKETING AUTOMATIONSEARCH AD MANAGEMENT WIDGETS/PLUG-INS SALES AUTOMATIONSOCIAL MEDIA AD MANAGEMENT LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING & MICROSITES CUSTOM DATABASESSOCIAL MEDIA MARKETING MANAGEMENT WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCESOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENTMULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT External Promotion Customer Experience Marketing Management by Scott Brinker @chiefmartec http://www.chiefmartec.com
“Innovation is anything, but business as usual.” Scott Brinker President & CTO ion interactive, inc. http://www.ioninteractive.com Chief Marketing Technologist blog: http://www.chiefmartec.com Twitter: @chiefmartec