Rise of the Marketing Technologist
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Rise of the Marketing Technologistby Scott Brinker@chiefmartec
Search Insider SummitApril 2010
Marketing must control its technological destiny.
Search marketing is riding a wave of new technology.
But marketing overall is riding a killer wave of new technology.
Large market
Relatively easy to sell
Low barriers to entry
A perfect storm for marketing technology
New
Ven
ture
s
The next 5 years will see an explosion of marketing
technology.
But wait, there’s more…
Technology you create: • Web apps• Facebook apps• iPhone apps• Android apps• Interactive ads• Semantic web• Your products…
Web site
Landing pages
Microsites
Social media sites
Mobile apps
Dynamic ads
The Extended Web
Web analytics
Business intelligence
CRM
Digital asset managementCompetitive intelligence
Campaign management
Marketing dashboards
Social media monitoring
SEO analysis / auditing
Email marketing
Mobile marketing
Web site
Interactive ads
Landing pages
Behavioral targeting
Linked data
Search ads
Location
RFID
Social features
User-generated content
User communities
Internet of things
Digital products
Augmented reality
Connecting the dots… a prince or a frog?
Time
Num
ber o
f Dec
ision
sTechnology Decisions in Marketing
CRM Database
Web Analytics
Marketing Automation
Creative Design
Bid/Keyword Management
Email Marketing
Behavioral Targeting
Digital Asset Management
Web Content Management
Conversion Optimization
Attribution Management
Social Media Monitoring
Marketing Resource
ManagementCampaign
Management
Organic SEO Management
E-Commerce Platform
Mobile Marketing
Video
Ad Networks
Marketing Capabilities
Organizational Efficiency
Customer Experiences
Competitive Positioning
Technology Synergies
Technology Decisions
Deep impact.
Technology decisions and marketing strategy are intertwined.
Who decides?• Marketers
• IT department
• Web shop
• Vendors
• Ad hoc
• Technical depth
• Right incentives
• Business alignment
• Accountability
• Marketing vision
On what basis?
Technology Decisions in Marketing
Bringing all those groups together doesn’t necessarily produce the best solution.
IT
Marketing
IT
Marketing• Stability• Security• Economy• Standardization• Function
• Speed/agility• Innovation• Market impact• Differentiation• Experience
But IT doesn’t own all technology.
Apple has an excellent IT department.
But these technologies were not IT projects.
More like product development than IT because:
• What customers experience
• Engine for new revenue
• Integral to the brand
• Creative endeavor
• Visible competitive positioning
• Must innovate to succeed
• Must be core competency
Marketing must become one with technology.
You’re already responsible for the outcome.
You need to be the driver of the technology that
gets you there.
But who navigates?
Marketing CTO (Chief Marketing Technologist) • Reports to CMO
• Coordinates with IT
• Coordinates with products
• Technology expertise
• Marketing savvy
• Strategic role
Web analytics
Business intelligence
CRM
Digital asset managementCompetitive intelligence
Campaign management
Marketing dashboards
Social media monitoring
SEO analysis / auditing
Email marketing
Mobile marketing
Web site
Interactive ads
Landing pages
Behavioral targeting
Linked data
Search ads
Location
RFID
Social features
User-generated content
User communities
Internet of things
Digital products
Augmented reality
“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.”
– Avi Dan, January 19, 2010
Why Brands Should Embrace Technological Change
“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.”
– Salvatore Parise, Patricia Guinan, Bruce Weinberg
The Secrets of Marketing in a Web 2.0 World
Not another layer of management.
Instead, a new pillar in the structure of marketing.
Technology Creative Strategy
Marketing technology under one umbrella.
Balance power with IT, outside agencies, and technology vendors.
Direct the landscape of marketing technology.
(Marketing vision + technical depth)
Enable the CMO to wield technology as a strategic marketing capability.
Seamlessly integrate technology into the marketing team.
Not all marketers will be technologists.
Just like not all marketers are “creatives.”
But technology must become part of marketing’s DNA.
“Any sufficiently advanced technology is indistinguishable from magic.”
– Arthur C. Clarke
Be the magician.
Reduce cycle time, increase clockspeed.
From agile software development to agile marketing.
From test-driven development to test-driven marketing.
Computer science + marketing =computational marketing
A decade of groundbreaking
research ahead—will you be ready
to leverage it?
But where do you find marketing technologists?
A blossoming generation of web developers and web entrepreneurs.
Agencies, technology vendors: do not fear.
A technically-savvy marketing department can work with you faster and easier.
the case for a marketing CTO at #MPSIS http://bit.ly/marketingCTO by @chiefmartec
Thank you.
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