Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy. This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.

1. Creating a
Marketing
Technology
Strategy
Scott Brinker
@chiefmartec

2. Rapidly You
changing
technology
Things you
want to avoid
My goal

4. Co-founder & CTO
Software and services
for marketing apps.
Author & Editor
Blog on the entwining of
marketing & technology.

5. The Most Interesting
Intersection in the World
Technology
Marketing
Strategy

7. Strategy Technology
Linear, strategy first

8. Strategy Technology
Linear, strategy first
Linear, technology first

9. Strategy Technology
Linear, strategy first
Linear, technology first
Circular, both intertwined

10. Everything digital is
controlled by software.

11. Software is
marketing’s
interface to
reality.

12. Analytics/attribution software
affects our perceptions.
Marketing automation software
affects our processes.
Social media listening software
affects our engagement.
Customer experience software
affects our touchpoints.
CRM software, by definition,
affects our relationships.

13. Marketer
Marketing
Software
Web
Services
Client
Software
Customer
Software is the middleman
in digital marketing.

14. ~100 companies

15. ~350 companies

18. ~950 companies

19. Marketing Experiences
Marketing
Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet

20. Internet

21. Infrastructure

22. Infrastructure

23. Infrastructure

24. Marketing Backbone Platforms

25. Marketing Backbone Platforms

26. Marketing Backbone Platforms

27. Marketing Backbone Platforms

28. Marketing Middleware

29. Marketing Middleware

30. Marketing Middleware

31. Marketing
Operations

32. Marketing
Operations

33. Marketing
Operations

34. Marketing
Operations

35. Marketing
Operations

36. Marketing
Operations

37. Marketing Experiences

38. Marketing Experiences

39. Marketing Experiences

40. Marketing Experiences

41. Marketing Experiences

42. Marketing Experiences

43. Marketing Experiences

44. Marketing Experiences

45. Marketing Experiences

46. Marketing Experiences

47. Marketing Experiences

48. Marketing Experiences

49. Marketing Experiences
Marketing
Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet

50. Aug 2011 Sep 2012 Jan 2014

51. Marketing has more software available
to it today than any other business
function in the history of computing.

52. Adoibacle.com
one suite to rule them all!

54. Cheap
IaaS & PaaS
Scalability
SaaS
Business
Models
Open
Source &
APIs
Global
Talent &
Knowledge
Inbound
Marketing
The
Perfect
Storm

55. Cheap
IaaS & PaaS
Scalability
SaaS
Business
Models
Open
Source &
APIs
Global
Talent &
Knowledge
Inbound
Marketing
Digital
marketing is
the first
major
business
market
born in the
era of the
cloud.

56. Innovation Consolidation
Inflow >= Outflow

57. $11.8 billion $5.8 billion
$1.5 billion
$2.6 billion

58. There will be consolidation, but it
probably won’t be evenly distributed.

59. Marketing Experiences
Marketing
Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet

60. BACKBONE
PLATFORMS
MIDDLE-WARE
Core customer data offers the
greatest incentives & practicality
for consolidation.
(Process, insights, and experiences, less so.)
Data Management Platforms/Customer Data Platforms Tag Management User Mgmt Cloud
APIs
Connectors
Correlation Data
Core Customer Data
CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce
Customer Data Campaign Data Content Data Catalog Data

61. Ironically, this kind of
platform consolidation can
accelerate innovation at the
next layer up.

62. More
Customers
More
Developers
More
Capabilities

67. A Judo move on
the challenge of
accelerating
change.

68. One Suite Platform to Rule Them All?

69. 2,160 apps

70. 29,871 Plugins

71. Choice is a
good thing.
Competition
drives prices
down, drives
innovation
up.
Choice gives
you ways to
differentiate.

72. • Integration risk
• Vendor risk
• Management risk
Platforms will
help mitigate
these.

73. Damn it, Jim —
I’m a marketer,
not a systems
administrator!

74. Damn it, Jim —
I’m a marketer,
not a systems
administrator!

75. Aspirations vs. Capabilities

76. Capabilities
Marketing
Technology
Strategy &
Management

77. 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

78. Cowboy
Laggard Prisoner
Technology Expertise
Technology Authority

79. IT Marketing
A fascinating
intersection of
“hybrid” talent.

80. Marketing Expertise
Technology Expertise
Old School
Marketers
Old School
IT & Engineers

81. New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Marketing Expertise
Technology Expertise
Old School
Marketers
Old School
IT & Engineers

84. CIO CMO
Chief
Marketing
Technologist
Mktg
Mktg
Mktg
Marketing Technology
Staff & Vendors

85. 81% of large organizations now have the
equivalent of a chief marketing technologist role.

88. FRONT-OFFICE
BACK-OFFICE
OPTIMIZATION
INNOVATION

89. FRONT-OFFICE
Customer
Experience
BACK-OFFICE
OPTIMIZATION
INNOVATION
Marketing
Innovation
Marketing
Operations
Data
Science

90. time
# of software programs
used by marketers
Ambient
Software

91. technology changes
exponentially
technology
management is
deciding which
changes are
adopted
?
organizations change
logarithmically
?
Time
Change

92. How did we do?

93. Download a free copy at chiefmartec.com
“Scott Brinker helps the
reader to understand how
technology can be used for
both successful marketing
strategy and execution.”
– Jonathan Becher, CMO
SAP
“…the key meta-trends
that will define how all
marketing is done in a world
of technology enablement...”
– Terence Kawaja, CEO
LUMA Partners

94. Thank you! Please
feel free to reach
out to me if I can
help in any way.
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com
Author & Editor
Chief Marketing Technologist
http://chiefmartec.com