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.