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Rise of the Marketing Technologist<br />by Scott Brinker<br />@chiefmartec<br />Search Insider Summit<br />April 2010<br />
Marketing must control its technological destiny.<br />
Search marketing is riding a wave of new technology.<br />
But marketing overall is riding a killer wave of new technology.<br />
A perfect storm for marketing technology<br />Large market<br />New  Ventures<br />Relatively easy to sell<br />Low barrie...
The next 5 years will see an explosion of marketing technology.<br />
But wait, there’s more…<br />
Technology you create:<br />•  Web apps<br />•  Facebook apps<br />•  iPhone apps<br />•  Android apps<br />•  Interactive...
The Extended Web<br />Dynamic ads<br />Mobile apps<br />Social media sites<br />Landing pages<br />Microsites<br />Web sit...
Social media monitoring<br />Digital asset management<br />Competitive intelligence<br />Business intelligence<br />Campai...
Connecting the dots… a prince or a frog?<br />
Technology Decisions in Marketing<br />Behavioral Targeting<br />Digital Asset Management<br />Attribution Management<br /...
Marketing Capabilities<br />Technology Decisions<br />Customer Experiences<br />Organizational Efficiency<br />Technology ...
Technology decisions and marketing strategy are intertwined.<br />
Technology Decisions in Marketing<br />Who decides?<br />On what basis?<br />•  Marketers<br />•  IT department<br />•  We...
Bringing all those groups together doesn’t necessarily produce the best solution.<br />
Marketing<br />IT<br />
Marketing<br />•  Stability<br />•  Security<br />•  Economy<br />•  Standardization<br />•  Function<br />•  Speed/agilit...
But IT doesn’t own all technology.<br />
Apple has an excellent IT department.<br />
But these technologies were not IT projects.<br />
More like product development than IT because:<br />•  What customers experience<br />•  Engine for new revenue<br />•  In...
Marketing must become one with technology.<br />
You’re already responsible for the outcome.<br />
You need to be the driver of the technology that gets you there.<br />
 But who navigates?<br />
Marketing CTO(Chief Marketing Technologist)<br />• Reports to CMO<br />• Coordinates with IT<br />• Coordinates with produ...
Social media monitoring<br />Digital asset management<br />Competitive intelligence<br />Business intelligence<br />Campai...
Why Brands Should Embrace Technological Change<br />“CMOs must… recognize that technology is no less a marketing tool than...
The Secrets of Marketing in a Web 2.0 World<br />“Who should direct… Web 2.0 marketing? [An executive with skills] beyond ...
Not another layer of management.<br />
Instead, a new pillar in the structure of marketing.<br />Creative<br />Strategy<br />Technology<br />
Marketing technology under one umbrella.<br />
Balance power with IT, outside agencies, and technology vendors.<br />
Direct the landscape of marketing technology.<br />(Marketing vision + technical depth)<br />
Enable the CMO to wield technology as a strategic marketing capability.<br />
Seamlessly integrate technology into the marketing team.<br />
Not all marketers will be technologists.<br />
Just like not all marketers are “creatives.”<br />
But technology must become part of marketing’s DNA.<br />
“Any sufficiently advanced technology is indistinguishable from magic.” – Arthur C. Clarke<br /> Be the magician.<br />
Reduce cycle time, increase clockspeed.<br />
From agile software development to agile marketing.<br />
From test-driven development to test-driven marketing.<br />
Computer science + marketing =<br />computational marketing<br />A decade of groundbreaking research ahead—will you be rea...
But where do you find marketing technologists?<br />
A blossoming generation of web developers and web entrepreneurs.<br />
Agencies, technology vendors: do not fear.<br />A technically-savvy marketing department can work with you faster and easi...
Thank you.<br />the case for a marketing CTO at #MPSIS http://bit.ly/marketingCTO by @chiefmartec<br />
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Rise of the Marketing Technologist

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Examining a new class of professionals in the marketing department: marketing technologists. Discussion of the role of a marketing CTO.

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Rise of the Marketing Technologist

  1. Rise of the Marketing Technologist<br />by Scott Brinker<br />@chiefmartec<br />Search Insider Summit<br />April 2010<br />
  2. Marketing must control its technological destiny.<br />
  3. Search marketing is riding a wave of new technology.<br />
  4. But marketing overall is riding a killer wave of new technology.<br />
  5. A perfect storm for marketing technology<br />Large market<br />New Ventures<br />Relatively easy to sell<br />Low barriers to entry<br />
  6. The next 5 years will see an explosion of marketing technology.<br />
  7. But wait, there’s more…<br />
  8. Technology you create:<br />• Web apps<br />• Facebook apps<br />• iPhone apps<br />• Android apps<br />• Interactive ads<br />• Semantic web<br />• Your products…<br />
  9. The Extended Web<br />Dynamic ads<br />Mobile apps<br />Social media sites<br />Landing pages<br />Microsites<br />Web site<br />
  10. Social media monitoring<br />Digital asset management<br />Competitive intelligence<br />Business intelligence<br />Campaign management<br />Web analytics<br />Marketing dashboards<br />CRM<br />SEO analysis / auditing<br />Email marketing<br />Augmented reality<br />Landing pages<br />User communities<br />Interactive ads<br />Social features<br />Web site<br />Location<br />Linked data<br />RFID<br />Digital products<br />Search ads<br />Internet of things<br />Mobile marketing<br />Behavioral targeting<br />User-generated content<br />
  11. Connecting the dots… a prince or a frog?<br />
  12. Technology Decisions in Marketing<br />Behavioral Targeting<br />Digital Asset Management<br />Attribution Management<br />Number of Decisions<br />Conversion Optimization<br />Mobile Marketing<br />Organic SEO Management<br />Marketing Resource Management<br />Marketing Automation<br />Video<br />Campaign Management<br />Social Media Monitoring<br />E-Commerce Platform<br />Bid/Keyword Management<br />Web Content Management<br />Ad Networks<br />Web Analytics<br />Email Marketing<br />CRM Database<br />Creative Design<br />Time<br />
  13. Marketing Capabilities<br />Technology Decisions<br />Customer Experiences<br />Organizational Efficiency<br />Technology Synergies<br />Competitive Positioning<br />Deep impact.<br />
  14. Technology decisions and marketing strategy are intertwined.<br />
  15. Technology Decisions in Marketing<br />Who decides?<br />On what basis?<br />• Marketers<br />• IT department<br />• Web shop<br />• Vendors<br />• Ad hoc<br />• Technical depth<br />• Right incentives<br />• Business alignment<br />• Accountability<br />• Marketing vision<br />
  16. Bringing all those groups together doesn’t necessarily produce the best solution.<br />
  17. Marketing<br />IT<br />
  18. Marketing<br />• Stability<br />• Security<br />• Economy<br />• Standardization<br />• Function<br />• Speed/agility<br />• Innovation<br />• Market impact<br />• Differentiation<br />• Experience<br />IT<br />
  19. But IT doesn’t own all technology.<br />
  20. Apple has an excellent IT department.<br />
  21. But these technologies were not IT projects.<br />
  22. More like product development than IT because:<br />• What customers experience<br />• Engine for new revenue<br />• Integral to the brand<br />• Creative endeavor<br />• Visible competitive positioning<br />• Must innovate to succeed<br />• Must be core competency<br />
  23. Marketing must become one with technology.<br />
  24. You’re already responsible for the outcome.<br />
  25. You need to be the driver of the technology that gets you there.<br />
  26. But who navigates?<br />
  27. Marketing CTO(Chief Marketing Technologist)<br />• Reports to CMO<br />• Coordinates with IT<br />• Coordinates with products<br />• Technology expertise<br />• Marketing savvy<br />• Strategic role<br />
  28. Social media monitoring<br />Digital asset management<br />Competitive intelligence<br />Business intelligence<br />Campaign management<br />Web analytics<br />Marketing dashboards<br />CRM<br />SEO analysis / auditing<br />Email marketing<br />Augmented reality<br />Landing pages<br />User communities<br />Interactive ads<br />Social features<br />Web site<br />Location<br />Linked data<br />RFID<br />Digital products<br />Search ads<br />Internet of things<br />Mobile marketing<br />Behavioral targeting<br />User-generated content<br />
  29. Why Brands Should Embrace Technological Change<br />“CMOs must… recognize that technology is no less a marketing tool than, say, market research, and appoint a marketing-technology czar to champion it… to act as a cross-functional facilitator and identify technology that can enhance marketing activity and brand building.”<br />– Avi Dan, January 19, 2010<br />
  30. The Secrets of Marketing in a Web 2.0 World<br />“Who should direct… Web 2.0 marketing? [An executive with skills] beyond those of a typical MBA holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction.”<br />– Salvatore Parise, Patricia Guinan, Bruce Weinberg<br />
  31. Not another layer of management.<br />
  32. Instead, a new pillar in the structure of marketing.<br />Creative<br />Strategy<br />Technology<br />
  33. Marketing technology under one umbrella.<br />
  34. Balance power with IT, outside agencies, and technology vendors.<br />
  35. Direct the landscape of marketing technology.<br />(Marketing vision + technical depth)<br />
  36. Enable the CMO to wield technology as a strategic marketing capability.<br />
  37. Seamlessly integrate technology into the marketing team.<br />
  38. Not all marketers will be technologists.<br />
  39. Just like not all marketers are “creatives.”<br />
  40. But technology must become part of marketing’s DNA.<br />
  41. “Any sufficiently advanced technology is indistinguishable from magic.” – Arthur C. Clarke<br /> Be the magician.<br />
  42. Reduce cycle time, increase clockspeed.<br />
  43. From agile software development to agile marketing.<br />
  44. From test-driven development to test-driven marketing.<br />
  45. Computer science + marketing =<br />computational marketing<br />A decade of groundbreaking research ahead—will you be ready to leverage it?<br />
  46. But where do you find marketing technologists?<br />
  47. A blossoming generation of web developers and web entrepreneurs.<br />
  48. Agencies, technology vendors: do not fear.<br />A technically-savvy marketing department can work with you faster and easier.<br />
  49. Thank you.<br />the case for a marketing CTO at #MPSIS http://bit.ly/marketingCTO by @chiefmartec<br />

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