Agile Marketing & Rise of the Marketing Technologist
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Presentation given at the December 2012 ITSMA Conference on 5 meta-trends in marketing. Read the accompanying essay here: http://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html
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Agile Marketing & Rise of the Marketing Technologist
- 1. Agile Marketing & Rise of the Marketing Technologist by Scott Brinker @chiefmartec http://www.chiefmartec.com
- 2. Agile Marketing & Rise of the Marketing Technologist by Scott Brinker @chiefmartec Download this deck from my Twitter feed. http://www.chiefmartec.com
- 3. Marketing is moving faster.
- 5. Marketing is increasingly complex.
- 6. From Stretched to Strengthened, IBM Global CMO Study 2011
- 8. The only constant is change.
- 9. Marketing is more strategic.
- 11. 7X
- 12. “You may ask yourself, how do I work this?” – Talking Heads
- 19. Marketing 5 Meta-Trends Marketing Technologists
- 20. Marketing 5 Meta-Trends Marketing Agile Marketing Technologists
- 22. “ We tend to overestimate the effect of a technology in the short run and underestimate ” the effect in the long run. – Amara’s Law
- 23. The Re-Imagination of Nearly Everything www.kpcb.com/insights/2012-internet-trends
- 31. “Magnitude of Upcoming Change Will Be Stunning”
- 37. Where audience goes, marketing follows.
- 39. Digital Share of Global Ad Spend 2010 2011 2012 2013 2014 14.7% 16.0% 17.8% 19.6% 21.5%
- 40. How much of marketing is digital?
- 41. ~1/3 spend > 50% of their budget on digital
- 44. Trees differ in size; the forest is growing.
- 47. Marketing in the Digital Age, DataXu 2012 whitepaper
- 48. Marketing in the Digital Age, DataXu 2012 whitepaper
- 49. Marketing in the Digital Age, DataXu 2012 whitepaper
- 50. Marketing in the Digital Age, DataXu 2012 whitepaper
- 54. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
- 55. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
- 56. The ZMOT is a flurry of activity: 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
- 57. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
- 58. “Big, large, glass buildings do not buy software. People do.” – Jonathan Becher CMO, SAP
- 59. Shift in buyer-seller information asymmetry.
- 60. Shift in buyer-seller information asymmetry.
- 61. Shift in buyer-seller information asymmetry. An increase in marketing responsibility. Customer experience Social media marketing Content marketing
- 69. is for product
- 70. “ Every single customer experience is a brand moment of truth. ” – Steve Cannon, CEO Mercedes-Benz USA
- 71. is for promotion
- 72. Distance between creative and customer experience.
- 73. Creative and customer experience Marketing and customer experience blur. are now blurred.
- 79. Great Experience = Great Brand
- 82. “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
- 92. New technology is constantly emerging.
- 93. Brands continuously seek differentiation.
- 94. Software is now easy to create and scale.
- 95. A perfect storm for marketing technology Marketing Migration from old to new Large market Spend New Ventures Cloud Migration from Computing IT to SaaS Relatively easy to sell Trackable Measurable Medium ROI Disruptive Opportunity Innovation for new players Low barriers to entry Software Low cost, Economics high margin
- 97. The Golden Age of Marketing Software.
- 98. Software has become how marketing sees and touches the world.
- 99. Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.
- 100. “He who controls the spice, controls the universe.”
- 101. “He who controls the software, controls the marketing.”
- 102. Who choreographs this ballet?
- 103. Or is it more of a mosh pit?
- 104. Technology Decisions in Marketing Who decides? On what basis? • Marketers • Technical depth • IT department • Right incentives • Web shop • Business alignment • Vendors • Accountability • Ad hoc • Marketing vision
- 105. Marketing IT
- 106. 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
- 107. IT’s perceptions of marketing: Marketing is spin. Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
- 112. Not an IT motto. (And for good reason.)
- 113. The Marketing Standardize Experiment Technology Cycle
- 114. Well, there’s always a committee…
- 115. 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
- 130. A technologist by any other name… Digital Services Marketing CTO Marketing IT Marketing Operations Marketing Engineering Marketing Technology
- 131. Data from Gartner 2012, graphic by IBM.
- 133. Marketing Technologist = Choreographer
- 134. The Creative Agencies Marketing Technology Frenemy Triangle CMO CIO Tech Software Consultants Vendors
- 135. Not all marketers need be technologists.
- 136. Just as not all marketers are “creatives.”
- 137. But tech must be part of marketing’s DNA.
- 155. 3 Questions of the Daily Stand-Up: 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way?
- 158. The traditional multi-month marketing cycle: Plan Create Distribute Measure Time
- 161. Our customers are now agile.
- 162. That’s a problem, because this isn’t: Plan Create Distribute Measure Time
- 164. What’s important in modern marketing? • Individuals and interactions • Responding to change • Customer collaboration • Working content, “experiences”
- 165. From agile software development to agile marketing.
- 169. In 2009, Google ran approximately 12,000 experiments.
- 170. In 2009, Google ran approximately 12,000 experiments. Only about 10% of them led to business changes.
Notes de l'éditeur
- Now, I’m not saying that everyone in the marketing department has to be a technologist.
- But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.