Agile marketing and the role of technology

•

3 likes•1,949 views

The document discusses the role of technology in content marketing. It notes that 90% of data generated in the last 2 years and explores big data trends. It advocates adopting an agile approach, developing good relationships between marketing and IT, and building technology capabilities within marketing. The document provides tips on working with domain experts, focusing on core capabilities, using cloud technologies, and selecting best-of-breed solutions with good integration.

Technology

Hello!
Janaka Abeywardhana
CTO @ Axonn Media

@janaka_a | #MarketingTech

Ever felt like you can’t keep up?

@janaka_a | #MarketingTech

90% of all the data
in the world has
been generated
over the last 2 years.
Science Daily (http://go.axonn.co.uk/sd90) - May 2013

@janaka_a | #MarketingTech

Big Data

Volume
Velocity
Variety
@janaka_a | #MarketingTech

http://go.axonn.co.uk/mtp
@janaka_a | #MarketingTech

http://go.axonn.co.uk/mts
@janaka_a | #MarketingTech

TECHNOLOGY
is the CAUSE
AND THE

SOLUTION

@janaka_a | #MarketingTech

But first

Culture
People
Process
@janaka_a | #MarketingTech

Agile
thinking
@janaka_a | #MarketingTech

Experiments
Learn

Build

Measure
@janaka_a | #MarketingTech

Validated learning

@janaka_a | #MarketingTech

Common goals in crossfunctional, self-organising teams

@janaka_a | #MarketingTech

Don’t work towards
individual KPIs from within
functional silos

@janaka_a | #MarketingTech

Ever had a great idea
but thought I.T. would
never go for that?

@janaka_a | #MarketingTech

Make friends with I.T.

@janaka_a | #MarketingTech

Marketing
Technologist
@janaka_a | #MarketingTech

Now you’re ready for technology

@janaka_a | #MarketingTech

Technology gives
you consistent
results and scale
@janaka_a | #MarketingTech

Tip 1
Work with domain experts

@janaka_a | #MarketingTech

Tip 2
Organisational capabilities

@janaka_a | #MarketingTech

Tip 3
Separation of concerns

@janaka_a | #MarketingTech

Tip 4
Focus on core capabilities

@janaka_a | #MarketingTech

Tip 5
Well-defined integration points
• Add-on systems
• Plug-in libraries
• App stores
• APIs
@janaka_a | #MarketingTech

Tip 6
Single solution/vendor won’t
solve everything

@janaka_a | #MarketingTech

Tip 7
Cloud = quicker value

@janaka_a | #MarketingTech

Summary
• Adopt an Agile/Lean approach
• Make friends with I.T.
• Develop technology capabilities within marketing

• Select best of breed with good integration points

@janaka_a | #MarketingTech

go.axonn.co.uk/rtjs

Q&A

@janaka_a | #MarketingTech

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Agile marketing and the role of technology

1. The Role of Technology in Content Marketing Janaka Abeywardhana @janaka_a #MarketingTech

2. Hello! Janaka Abeywardhana CTO @ Axonn Media @janaka_a | #MarketingTech

3. Ever felt like you can’t keep up? @janaka_a | #MarketingTech

4. 90% of all the data in the world has been generated over the last 2 years. Science Daily (http://go.axonn.co.uk/sd90) - May 2013 @janaka_a | #MarketingTech

5. Big Data Volume Velocity Variety @janaka_a | #MarketingTech

6. http://go.axonn.co.uk/mtp @janaka_a | #MarketingTech

7. http://go.axonn.co.uk/mts @janaka_a | #MarketingTech

8. TECHNOLOGY is the CAUSE AND THE SOLUTION @janaka_a | #MarketingTech

9. But first Culture People Process @janaka_a | #MarketingTech

10. Agile thinking @janaka_a | #MarketingTech

11. Experiments Learn Build Measure @janaka_a | #MarketingTech

12. Validated learning @janaka_a | #MarketingTech

13. Common goals in crossfunctional, self-organising teams @janaka_a | #MarketingTech

14. Don’t work towards individual KPIs from within functional silos @janaka_a | #MarketingTech

15. Ever had a great idea but thought I.T. would never go for that? @janaka_a | #MarketingTech

16. Make friends with I.T. @janaka_a | #MarketingTech

17. Common goal @janaka_a | #MarketingTech

18. Marketing Technologist @janaka_a | #MarketingTech

19. Now you’re ready for technology @janaka_a | #MarketingTech

20. Technology gives you consistent results and scale @janaka_a | #MarketingTech

21. @janaka_a | #MarketingTech

22. @janaka_a | #MarketingTech

23. @janaka_a | #MarketingTech

24. Tip 1 Work with domain experts @janaka_a | #MarketingTech

25. Tip 2 Organisational capabilities @janaka_a | #MarketingTech

26. Tip 3 Separation of concerns @janaka_a | #MarketingTech

27. Tip 4 Focus on core capabilities @janaka_a | #MarketingTech

28. Tip 5 Well-defined integration points • Add-on systems • Plug-in libraries • App stores • APIs @janaka_a | #MarketingTech

29. Tip 6 Single solution/vendor won’t solve everything @janaka_a | #MarketingTech

30. Tip 7 Cloud = quicker value @janaka_a | #MarketingTech

31. Summary • Adopt an Agile/Lean approach • Make friends with I.T. • Develop technology capabilities within marketing • Select best of breed with good integration points @janaka_a | #MarketingTech

32. go.axonn.co.uk/rtjs Q&A @janaka_a | #MarketingTech

Agile marketing and the role of technology

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