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Creativity without comprise by Cleve Gibbon
This document outlines an AemHub presentation on the future of digital marketing. It discusses trends like the need for improved marketing operations and digital capabilities to enable experimentation. It covers topics like the global digital estate, treating content as a function, and separating creative production from platform management. It also addresses stacks versus platforms and the emergence of an open marketing technology ecosystem.
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- 1. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Creativity without Compromise AemHub 2015 Cleve Gibbon, CTO
- 2. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
- 3. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Introduction Brand Demand Creative Production Stacks vs Platforms Questions & Answers start end 2-3 mins 8 mins 10 mins 7 mins 2-3 mins
- 4. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
- 5. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Demand
- 6. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 “15-25% improvement in marketing effectiveness through better marketing operations.” “Many marketing departments are struggling to become effective in their marketing operations and new business models.” Digital marketing operations enables the speed, agility, experimentation and responsivenesses that successful companies need to react to and shape the marketplace. “Digital marketing operations is a mix of capabilities, process, structure and technologies to cost-effectively exploit and scale the interactivity, targeting, personalisation and optimisation of digital channels. The best in class companies re-allocate up to 80% of digital campaign budgets during a campaign. Source: http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business
- 7. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Global Digital Estate • Scale & Simplicity • Agility & Speed • Global & Local • Rich & Consistent • Agency & Partner • Broaden & Deepen
- 8. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content As A Function • Scalable • Predictable • Repeatable • Measureable
- 9. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Creative Production
- 10. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 We still define Technology in cartoon terms: Built by geniuses and Operated by idiots.
- 11. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Creative Production vs Platform Management Content UX Platform Agency Content Production System Integrator Technology Integration Agency Creative Production System Integrator Platform Management
- 12. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 PRODUCTION CORE PLATFORM • Content & Asset Publication • Site Creation & Deployment • Creative & UX Treatment Systems of Engagement (Type 2) • Shared Digital Capabilities • Frameworks, APIs, SDKs, Libraries • System Integrations Systems of Record (Type 1) Creative Production Platform As A Product Bi-Modal
- 13. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 PRODUCTION CORE PLATFORM Decouple we need to production from platform
- 14. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 • Platform management • Managed releases • Risk averse PRODUCTION CORE PLATFORM • Continuous experimentation • Creative production • Risk tolerant Systems of Engagement (Type 2) Systems of Record (Type 1) Bi-Modal
- 15. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Stacks & Platforms
- 16. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Source: http://www.clevegibbon.com/2011/08/online-cxm-solutions-cms-in-the-middle/
- 17. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 When a STACK is NOT a Stack!
- 18. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Source: http://chiefmartec.com/2015/05/4-topologies-integrated-marketing-technology-stacks/ One Problem One Product One “Bigger” Problem One Closed Platform Multiple Problems Multiple “Less Closed” Platforms Multiple “Massive” Problems Multiple “Open” Platforms The major platforms in the marketing technology stack are: • CRM Platform (Marketing) • Data Management Platform (AdTech) • Web Experience Platform / eCommerce Platform (CxM) • Marketing Automation Platform • Social Relationship Management Platform (Listening)
- 19. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Creativity without Compromise AemHub 2015 Source: http://www.cognifide.com/blogs/cq/creativity-without-compromise/ Brand Demand Global Digital Estate Content As A Function Creative Production Production Platform Management Stacks & Platforms Multiple Problems Emerging Platform Ecosystem
- 20. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200Questions
- 21. The future ofdigital marketing. London . Poznań . New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Advise. Deliver. Support.