Aquent/AMA Webcast: Serious Games for Designing Strategy, Products, and Messaging
AMA/Aquent: The Rise of the Marketing Technologist
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Marketing has become a technology-powered discipline. Though not everyone needs to become a technologist, technical professionals now have key roles to play in the marketing team. In this webcast, you will learn why marketing teams need technologists outside of IT, who they are, and where to find them. The Rise of the Marketing Technologist
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Marketing has become a technology-powered discipline. Though not everyone needs to become a technologist, technical professionals now have key roles to play in the marketing team. In this webcast, you will learn why marketing teams need technologists outside of IT, who they are, and where to find them.
Transcript of AMA/Aquent: The Rise of the Marketing Technologist
Marketing has become a technology-powered discipline. Though not everyone needs to become a technologist, technical professionals now have key roles to play in the marketing team.
In this webcast, you will learn why marketing teams need technologists outside of IT, who they are, and where to find them.
The Rise of the MarketingTechnologist
Rise of the Marketing TechnologistScott Brinker@chiefmartec
Co-founder & CTOSoftware and servicesfor marketing apps.
Author & EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
Java Developer
Senior Java Developer
Enterprise Architect
Senior Architect
Technology Director
?
Technology Marketing
Everything digital is
controlled by software.
“Software is eating the
world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
947 companies43 categories
And this is not comprehensive!
Software is how marketing “sees” and “touches” customers
in a digital world.
Analytics software affects our perceptions.
Marketing automation software affects our processes.
Social media software affects our engagement strategy.
Marketing apps software affects our touchpoints.
CRM software, by definition, affects our relationships.
Marketer Marketing Software
Web Services
Client Software Customer
marketing = digital = software
The distance between communicationsand customer experience has collapsedto a click.
ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
An explosion of customer experience
touchpoints.
The Extended Product
Product Price
Place Promotion
Marketing Mix
ExtendedProduct Price
Place Promotion
Marketing Mix
Source: Econsultancy, Skills of the Modern Marketer
70% of marketers increasing digital marketing technology spending in 2014
Only 2% are decreasing
Increasing technology expensesand capital investments; cross-charges from IT and external agencies
Digital marketing funded by rearranging existing budgets — but not just marketing’s
According to a recent Gartner study, CEOs believe that the most important technology-enabled investment over the next 5 yearsis digital marketing
Source: Gartner, April 2014
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
Damn it, Jim — I’m a marketer, not a systems administrator!
Damn it, Jim — I’m a marketer, not a systems administrator!
CMO:I’m ready to take over our IT spend!
CIO: Why me?
By 2017 the CMO will spend more on IT than the CIO. – Gartner
“He who controls the spice, controls
the universe.”
“He (or she) who controls the software, controls the marketing.”
TheKing Solomon approach to
dividing marketing
technology.
The CIOgets the
technology half.
The CMO gets the
marketing half.
NOT GOOD
TheKing Solomon approach to
dividing marketing
technology.
The baby does much better as a
whole.
Marketing is not ERP.
We don’t control the environment.
We don’t control the customer.
We want to be differentiated.
Technology Expertise
Tech
nolo
gy A
utho
rity Cowboy
Laggard Prisoner
Superstar
Marketing Expertise
Tech
nolo
gy E
xper
tise
Old School Marketers
Old
Sch
ool
IT &
Eng
inee
rs
Marketing Expertise
Tech
nolo
gy E
xper
tise
Old School Marketers
New School:Marketing TechnologistsCreative Technologists
Growth HackersChief Digital Officers
Data ScientistsO
ld S
choo
lIT
& E
ngin
eers
technology changes exponentially
organizations change logarithmically
technology management is deciding which
changes are adopted
?
?
81% of large firms now have achief marketing technologist role
There’s too damn many new roles!
Where do you find these people?
Marketing Expertise
Tech
nolo
gy E
xper
tise IT Origin
Marketing OriginAxis o
f the “G
rowth Hacker”
Minimally Viable Technologist
Min
imal
ly V
iabl
e M
arke
ter
Not everyone in marketing
needs to be a technologist.
Just as not everyonein marketing
needed to be acreative.
Design
Technology
Storytelling
Analytics
Technology must become a part of marketing’s DNA.
21% of CEOs think technical expertise is a top 3 CMO skill.
Only 13% think agency experience is.
“…the key meta-trends that will definehow all marketing is done in a world of
technology enablement...”– Terence Kawaja, CEO
LUMA Partners
“…helps the reader to understand how technology can be used for both successful
marketing strategy and execution.”– Jonathan Becher, CMO
SAP
Download a free copy of my book at chiefmartec.com
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Reach me at:
MarTech Conferencehttp://martechconf.com
