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A whirlwind tour of the marketing technology landscape, with a discussion of its rapid growth over the past 5 years -- and how it may evolve in the years ahead. A look at why marketing technology is so important to marketing today and how marketing teams can develop marketing technology management capabilities within their organizations.
Co-founder & CTO of ion interactive; Editor of chiefmartec.com; Program Chair of MarTech
A whirlwind tour of the marketing technology landscape, with a discussion of its rapid growth over the past 5 years -- and how it may evolve in the years ahead. A look at why marketing technology is so important to marketing today and how marketing teams can develop marketing technology management capabilities within their organizations.
45.
Marketing has more software available
to it today than any other business
function in the history of computing.
46.
Are 1,000+ marketing technology
vendors sustainable?
47.
Cheap
IaaS & PaaS
Scalability
SaaS
Business
Models
Open
Source &
APIs
Global
Talent &
Knowledge
Inbound
Marketing
The
Perfect
Storm
48.
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.
52.
BACKBONE
PLATFORMS
MIDDLE-
WARE
CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce
User Mgmt Cloud
Connectors
APIsTag ManagementData Management Platforms/Customer Data Platforms
Customer Data Campaign Data Content Data Catalog Data
Correlation Data
Core customer data offers the
greatest incentives & practicality
for consolidation.
(Process, insights, and experiences, less so.)
Core Customer Data
53.
Ironically, this kind of
platform consolidation can
accelerate innovation at the
next layer up.
54.
More
Customers
More
Developers
More
Capabilities
55.
A Judo move on
the challenge of
accelerating
change.
59.
Choice is a
good thing.
Competition
drives prices
down, drives
innovation
up.
Choice gives
you ways to
differentiate.
60.
• Integration risk
• Vendor risk
• Management risk
Platforms will
help mitigate
these.
61.
Damn it, Jim —
I’m a marketer,
not a systems
administrator!
62.
Damn it, Jim —
I’m a marketer,
not a systems
administrator!
63.
10 Rules of Thumb for Developing Your
Marketing Technology Strategy
64.
Collaborate: interdependency of stakeholders
Govern: decide rules for who will do what
Prioritize: what’s important to your business
Satisfice: resist a Quixotic quest for perfection
Iterate: continuous improvement, not Big Bang
Categorize: infrastructure vs. innovation
Standardize to core data: “core” is key
Open: favor open architectures & ecosystems
Loosely couple: minimize tight dependencies
Specialize: empower teams to pick their tools
69.
IT Marketing
A fascinating
intersection of
“hybrid” talent.
70.
Marketing Expertise
TechnologyExpertise
Old School
Marketers
OldSchool
IT&Engineers
71.
Marketing Expertise
TechnologyExpertise
Old School
Marketers
New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
OldSchool
IT&Engineers
82.
“…the key meta-trends
that will define how all
marketing is done in a world
of technology enablement...”
– Terence Kawaja, CEO
LUMA Partners
“Scott Brinker helps the
reader to understand how
technology can be used for
both successful marketing
strategy and execution.”
– Jonathan Becher, CMO
SAP
Download a free copy at chiefmartec.com
83.
Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Author & Editor
Chief Marketing Technologist
http://chiefmartec.com
Thank you!