Creative Technologists Meet Marketing Technologists
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Presentation at 2012 CreateTech introducing creative technologists to the world of marketing technologists on the other side of the agency/brand divide.
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Creative Technologists Meet Marketing Technologists
- 1. Rise of the Chief Marketing by Scott Brinker Technologist @chiefmartec
- 2. You—creative technologists—have changed the agency world.
- 5. Founded 1917
- 8. “That’s not a bug, it’s a feature.”
- 9. But it’s sure starting to look like a bug…
- 11. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
- 12. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
- 13. Distance between creative and customer experience.
- 14. Creative and customer experience are now blurred.
- 16. Welcome to the CMO’s world.
- 17. From Stretched to Strengthened, IBM Global CMO Study 2011
- 23. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
- 33. New technology is constantly emerging.
- 34. Brands continuously seek differentiation.
- 35. Software is now easy to create and scale.
- 37. The Golden Age of Marketing Software.
- 38. Software has become how marketing sees and touches the world.
- 39. Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
- 40. A whole lot of “do.”
- 41. So who does the “do?”
- 42. Marketing IT
- 43. 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
- 44. IT’s perceptions of marketing: Marketing is spin. Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
- 48. The Marketing Standardize Experiment Technology Cycle
- 49. iiiii Traditional IT Mktg IT Mktg Committee IT Mktg IT i Mktg Co-located Liaison IT Mktg IT Mktg Embedded Direct Report MT IT IT Mktg IT Mktg Independent Outsourced (Mktg) MT Outside MT IT Mktg Joint Venture IT MT Mktg Outsourced (IT) Outside MT IT IT Mktg Practice Mktg Outsourced Triangle MT Outside Center MT Hostile IT Mktg IT Mktg Merged IT Marketing Marketing Technology
- 50. King Solomon’s Marketing-Technology Split (Not a good idea.)
- 57. This is interesting and all, but why should you care?
- 59. Data from Gartner 2012, graphic by IBM.
- 60. The Creative Agencies Marketing Technology Frenemy Triangle CMO CIO Tech Software Consultants Vendors
- 61. “He who controls the spice, controls the universe.”
- 62. “He who controls the software, controls the marketing.”
- 63. Creative technologists & marketing technologists BFF.
Notas do Editor
- Now, I’m not saying that everyone in the marketing department has to be a technologist.
- Speaking of contention… let’s talk about the relationship between marketing and IT for a moment. It sometimes feels like this. But having worked on both sides of the divide, I can say that there’s a very logical reason for this tug-of-war. Marketing and IT have different goals and incentives.