How the marketing landscape has been transformed by technology, giving rise to a new client marketing discipline and a new breed of vendors.

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

4. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

5. //
Agency Marketing
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

6. Google it
Visit website
Follow on Twitter
Check out competitors
Read reviews
Discuss with friends
Check online communities
Comparison / aggregators

7. 1. Mainly digital
2. Multi-touchpoint
3. Real-time dynamics
4. Few boundaries
5. Experience IS the brand

8. From Stretched to Strengthened, IBM Global CMO Study 2011

10. Mktg IT

11. Mktg IT
Little perspective on each
other’s business needs.

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

15. Marketing
Mktg Technology IT
Office

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

19. New discipline
New requirements
New suppliers

20. Mktg IT

21. Mktg IT
Agencies

22. Mktg IT
Product
Agencies
Vendors

23. Mktg IT
Product
Agencies Consultants
Vendors

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

27. Marketing
Mktg Technology IT
Office
Marketing
Technology
Agency
Product
Agencies Consultants
Vendors

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

29. Matt McNeany
CEO
matt.mcneany@codeworldwide.com