The marketing technologist clients need new vendors
1.
2. • The new marketing process, driven by
technology
• A new relationship for IT and Marketing:
the Marketing Technology discipline
• A new kind of supplier: the Mktng Tech agency
3. “I feel more like a CIO than a
CMO! I have marketing
automation, CRM, listening
platforms – I’m up to my
eyeballs in technology.”
From Stretched to Strengthened, IBM Global CMO Study 2011
11. Mktg IT
Little perspective on each
other’s business needs.
12.
13. 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
14. IT is the department
of “no”
Marketing is
IT doesn’t speak
spin. marketing’s
language
Marketers don’t
care about IT doesn’t
integration understand the
need for speed
IT isn’t concerned
with the customer
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
16. Marketing
Mktg Technology IT
Office
Collaborative
Expert - Fluent in Tech and Brand
Unite enterprise strategy with marketing tactics
Agile – and Scalable
17. “Splintering touchpoints and the growing torrent of
data force marketers to build up investments in
technology to keep up with customers.
To manage and direct the increasingly complex
marketing technology stack, Forrester recommends
that organizations create a marketing technology
office.”
– Forrester Research Inc. October 2011
‘3 Approaches to the Marketing Technology Office’
18. • Translate CMO strategy into Technology
• Agility in implementation
• Stability in architecture
• Awesome User Experiences across touchpoints
• Liberate, integrate and re-use Data
• Build skills & knowledge across teams
• Ensure IT rigour and governance in Marketing Technology
24. Marketing
Mktg Technology IT
Office
Product
Agencies Consultants
Vendors
25. Marketing
Mktg Technology IT
Office
Product
Agencies Consultants
Vendors
26. Marketing Technology Landscape
MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT
TARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT
MANAGEMENT
VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING
CREATIVE
OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM
MARKETING AUTOMATION
SEARCH AD MANAGEMENT
WIDGETS/PLUG-INS
SALES AUTOMATION
SOCIAL MEDIA AD MANAGEMENT
LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING
& MICROSITES
CUSTOM DATABASES
SOCIAL MEDIA MARKETING MANAGEMENT
WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE
SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT
MULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT
External Promotion Customer Experience Marketing Management
by Scott Brinker @chiefmartec http://www.chiefmartec.com
28. • Strategists
– What does your business and brand look like in a technology driven
world? How does it make money?
• Architects
– A technology plan that is both Agile and Scalable?
• Developers
– Hands-on coders
• Integrators
– Reduce; reuse; recycle – to release value
• Deliverers
– Less talk; more action