Marketing is being reinvented as a technology-powered discipline. From new, brand-defining
customer experiences to more efficient marketing operations, software is changing
what's possible. It's also changing the structure and culture of organizations
who embrace these possibilities. We'll take a whirlwind tour of the forces
driving this convergence and the ways in which companies and individuals can
thrive in it. Presented by Scott Brinker Scott Brinker, Co-founder & CTO, ion interactive
36. Query search engines
Visit company web site
Read educational content
Follow on Twitter
Visit competitor web sites
Read reviews
Discuss with friends
Check online communities
Comparison shop
The ZMOT is a flurry of activity:
70. 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
72. Marketing’s perceptions of IT:
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
73. IT’s perceptions of marketing:
Marketing is spin.
Marketers don’t care about integration.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
81. IT MktgTraditional
IT Mktg
IT
Co-located
IT Mktg
MT
Embedded
Independent
IT Mktg
MT
Joint Venture IT MktgMT
CommitteeIT Mktg
iiiii
IT MktgHostile
LiaisonIT Mktgi
Outsourced (Mktg)
IT Mktg
Outside
MT
Outsourced (IT)
IT Mktg
Outside
MT
Outsourced Triangle
IT Mktg
Outside
MT
Direct Report
IT
Mktg
IT Mktg
MT
Practice
Center
MergedIT Mktg
IT Marketing Marketing Technology
128. What’s important in modern marketing?
• Individuals and interactions
• Responding to change
• Customer collaboration
• Working content, “experiences”
140. “…the key meta-trends
that will define how all
marketing is done in a world
of technology enablement...”
– Terence Kawaja, CEO
LUMA Partners
“Scott Brinker 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 at chiefmartec.com
141. Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Author & Editor
Chief Marketing Technologist
http://chiefmartec.com
Thank you!