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5 Disruptions to “Marketing” By Scott Brinker

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From the #MarTech Europe Conference in London, November 1-2, 2016. SESSION: Scott Brinker Presents.... PRESENTATION: 5 Disruptions to “Marketing” - Given by Scott Brinker, @chiefmartec - Chiefmartec.com, Editor

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5 Disruptions to “Marketing” By Scott Brinker

  1. 1. 5 Disrup)ons to “Marke)ng” Sco6 Brinker (@chiefmartec)
  2. 2. If you think marke0ng is already changing too quickly, you’d be:er buckle your seatbelt for this…
  3. 3. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng”
  4. 4. 1.  Digital transforma)on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng”
  5. 5. Digital Na0ves Digital Transformers Digital Marke,ng Sophis,ca,on Digital Marke)ng Sophis)ca)on Is Heavily Skewed Digital Marketers Digital Discoverers Digital Laggards LEAD USERS Advance or Perish Do these lead users foretell the future of marke0ng?
  6. 6. ,me Who will own experiences: product or marke)ng? communica(ons experiences 2 SCENARIOS A) Marke0ng and product merge. or B) Product and marke0ng split: product owns experiences; marke0ng owns communica0ons. The Rise (and Fall?) of Marke)ng’s CX Scope Explosion (bespoke content) (bespoke so8ware)
  7. 7. As marke0ng’s scope expands, it loses structural defini0on. Instead of growing to control the en0re business, other parts of the organiza0on will absorb marke0ng elements into their domain. The only ques0on is how this will be governed. The Democra)za)on of “Marke)ng” * This is what happened to IT as technology was democra0zed — ironically catalyzed by the explosion of marke0ng technology. *
  8. 8. “Marke)ng is too important to be leY to the marke)ng department.” – David Packard Co-founder HewleC-Packard What’s past is prologue?
  9. 9. 1.  Digital transforma)on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” •  Digital transforma0on > marke0ng •  Digital na0ves today may prefigure mainstream marke0ng tomorrow •  CX = product (so]ware) = marke0ng, e.g., “growth” roles in digital na0ves •  Who will lead customer experience? •  Will marke0ng contract to its roots in communica0on, ceding CX = product to other parts of the organiza0on?
  10. 10. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng”
  11. 11. One of the top 3 web content management plaaorms is open source, ahead of IBM and Oracle. WordPress — also open source — is used by 38% of the Top 10,000 websites today. builtwith.com October 2016
  12. 12. Where else is open source so]ware for marke0ng? ad server DAM web analy0cs CRM marke0ng automa0on video management data integra0on wiki business intelligence online community dashboards social media marke0ng ecommerce customer surveys agile management
  13. 13. Will failed martech ventures breed open source? Will open source become a compe00ve differen0ator?
  14. 14. For any field: more soYware developers = more open source soYware. * So]ware developers used to shun “marke0ng.” But as digital transforma0on entangles marke0ng and product, they are embracing its mission — if not its label — in the pursuit of cra]ing remarkable user (customer) experiences. *
  15. 15. Jeff Bezos’ Big Mandate (circa 2002 — paraphrased) hCps://plus.google.com/+RipRowan/posts/eVeouesvaVX 1.  All teams will henceforth expose their data and func0onality through service interfaces. 2.  Teams must communicate with each other through these service interfaces. 3.  No other communica0on is allowed other than service interfaces over the network. 4.  It doesn’t ma:er what technology they use. 5.  All service interfaces must be designed to be externalizable. 6.  Anyone who doesn’t do this will be fired.
  16. 16. Source: ProgrammableWeb.com, Ruben Verborgh 15,799 2016 Growth in Public APIs Listed on ProgrammableWeb.com
  17. 17. Tony Ralph Director of Ad Technology Nealix
  18. 18. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” •  More so]ware developers will touch “marke0ng” with more open source •  Open source shi]s value up the stack •  APIs will enable businesses to rapidly assemble/adapt a mul0tude of new digital products (= CX = marke0ng) •  Marke0ng stacks today may prefigure composable CX fabric tomorrow •  Open source & APIs (along with IaaS) will permit micro-vendors to flourish
  19. 19. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver)cal compe))on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng”
  20. 20. Most of the strongest Internet services and client interfaces draw strength from a plagorm strategy. What are the future plaaorm opportuni0es for service providers, martech/adtech companies, and across the ver0cal channel?
  21. 21. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver)cal compe))on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” •  Ver0cal compe00on across the digital “channel” is a greater strategic threat than horizontal compe00on •  Internet services dominate today by owning audience data and a:en0on •  Explosion of new client interfaces may shi] power downstream, superseding the commodi0zed web browser •  4 of the 5 most valuable companies in the world have ver0cal ownership
  22. 22. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng”
  23. 23. All the world is becoming an interconnected digital canvas.
  24. 24. Explosion of new digital touchpoints, plagorms, and APIs.
  25. 25. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” Digital everything reinforces digital transforma)on. For example: who in the organiza0on will design, build, and manage Amazon Alexa skills, Slack chatbots, Apple Watch apps, etc.?
  26. 26. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” Digital everything reinforces open source & APIs. Everything will connect via APIs. Instead of responsive web design, responsive digital fabric will be more important — from “mobile first” to microservices first.
  27. 27. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” Digital everything reinforces ver)cal compe))on. A massive explosion of new client interfaces will affect ver0cal power — will the consumer favor the device or the Internet service? * This is why Google should be concerned about Amazon Alexa, Apple Siri, etc. *
  28. 28. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” •  AR, VR, IoT, wearables, conversa0onal compu0ng, etc. = digital everything •  Web browsers will be eclipsed by a mul0tude of new client interfaces — disrup0ng web content management •  Explosion of contextual marke0ng will disrupt classic adver0sing ecosystems •  Marke0ng baked deeper into products, orchestrated by networked APIs •  Who will design, build, and manage it?
  29. 29. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar)ficial intelligence 5 Disrup)ons to “Marke)ng”
  30. 30. Where will 0me saved by AI automa0on be reinvested? Will automa0on lead to the commodi0za0on of swaths of “marke0ng?” What will businesses value instead?
  31. 31. Machine-Learning-as-a-Service Powerful AI engines available as API-accessible services and open source projects.
  32. 32. The ba:le for ar0ficial intelligence is really a ba6le for the data to feed AI algorithms.
  33. 33. ,me Ar)ficial Intelligence Will Increase Marke)ng Complexity marke,ng complexity human manageable complexity “invisible” complexity Why? Because it can. A varia0on on Wirth’s Law / Gate’s Law / Page’s Law / May’s Law
  34. 34. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar)ficial intelligence 5 Disrup)ons to “Marke)ng” •  AI hype exceeds prac0cal uses today, but technology will advance quickly •  Automa0on of basic marke0ng tasks will shi] human capital toward more acts of crea0on — esp. new products •  The input/output of AI engines is data, which will reinforce the API economy •  AI will explode opera0onal complexity in business, even as it simplifies the human interface
  35. 35. 1.  Digital transforma0on 2.  Open source & APIs 3.  Ver0cal compe00on 4.  Digital everything 5.  Ar0ficial intelligence 5 Disrup)ons to “Marke)ng” What do all five of these have in common? An explosion of digital products (services) that leverage interconnected plaaorms and APIs. CX = products = marke)ng
  36. 36. Chief Marke)ng Technologist h:p://chiefmartec.com ion interac)ve, inc. h:p://ioninterac0ve.com sbrinker@chiefmartec.com Twi:er: @chiefmartec Email me at: MarTech Conference h:p://martechconf.com
  37. 37. www.martechconf.com

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