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Creative Technologists Meet Marketing Technologists
The document discusses the evolving role of Chief Marketing Officers (CMOs) in the context of increasing technology influence on marketing. It highlights the blurring lines between creative and customer experience, emphasizing the importance of marketing technology in shaping perceptions and driving strategies. The relationship between marketing and IT departments is complex, often marked by misunderstandings and differing priorities, stressing the need for better integration and communication.
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Creative Technologists Meet Marketing Technologists
- 1. Rise of the Chief Marketing by Scott Brinker Technologist @chiefmartec
- 2. You—creative technologists—have changed theagency world.
- 5.
- 7.
- 8. “That’s not abug, it’s a feature.”
- 9. But it’s surestarting to look like a bug…
- 11. ZMOT: Winning theZero Moment of Truth, Jim Lecinski
- 12. ZMOT: Winning theZero Moment of Truth, Jim Lecinski
- 13. Distance between creativeand customer experience.
- 14. Creative and customerexperience are now blurred.
- 16. Welcome to theCMO’s world.
- 17. From Stretched toStrengthened, IBM Global CMO Study 2011
- 23. “I feel morelike a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
- 33. New technology is constantlyemerging.
- 34. Brands continuously seekdifferentiation.
- 35. Software is noweasy to create and scale.
- 37. The Golden Ageof Marketing Software.
- 38. Software has becomehow marketing sees and touches the world.
- 39. Analytics shapes perceptions. Automationguides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
- 40. A whole lotof “do.”
- 41. So who doesthe “do?”
- 42.
- 43. Marketing’s perceptions ofIT: 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
- 44. IT’s perceptions ofmarketing: Marketing is spin. Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
- 48. The Marketing Standardize Experiment Technology Cycle
- 49. 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 Mktg Independent Outsourced (Mktg) MT Outside MT IT Mktg Joint 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
- 50. King Solomon’s Marketing-TechnologySplit (Not a good idea.)
- 57. This is interestingand all, but why should you care?
- 59. Data from Gartner2012, graphic by IBM.
- 60. The Creative Agencies Marketing Technology Frenemy Triangle CMO CIO Tech Software Consultants Vendors
- 61. “He who controlsthe spice, controls the universe.”
- 62. “He who controls the software, controls the marketing.”
- 63. Creative technologists & marketingtechnologists BFF.
- 64.
Editor's Notes
- #24 Now, I’m not saying that everyone in the marketing department has to be a technologist.
- #43 Speaking of contention… let’s talk about the relationship between marketing and IT for a moment. It sometimes feels like this. But having worked on both sides of the divide, I can say that there’s a very logical reason for this tug-of-war. Marketing and IT have different goals and incentives.