A whirlwind tour of the marketing technology landscape, with a discussion of its rapid growth over the past 5 years -- and how it may evolve in the years ahead. A look at why marketing technology is so important to marketing today and how marketing teams can develop marketing technology management capabilities within their organizations.
56. BACKBONE
PLATFORMS
MIDDLE-
WARE
CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce
User Mgmt Cloud
Connectors
APIsTag ManagementData Management Platforms/Customer Data Platforms
Customer Data Campaign Data Content Data Catalog Data
Correlation Data
Core customer data offers the
greatest incentives & practicality
for consolidation.
(Process, insights, and experiences, less so.)
Core Customer Data
57. Ironically, this kind of
platform consolidation can
accelerate innovation at the
next layer up.
67. Choice is a
good thing.
Competition
drives prices
down, drives
innovation
up.
Choice gives
you ways to
differentiate.
68. • Integration risk
• Vendor risk
• Management risk
Platforms will
help mitigate
these.
69. Damn it, Jim —
I’m a marketer,
not a systems
administrator!
70. Damn it, Jim —
I’m a marketer,
not a systems
administrator!
71. 10 Rules of Thumb for Developing Your
Marketing Technology Strategy
72. Collaborate: interdependency of stakeholders
Govern: decide rules for who will do what
Prioritize: what’s important to your business
Satisfice: resist a Quixotic quest for perfection
Iterate: continuous improvement, not Big Bang
Categorize: infrastructure vs. innovation
Standardize to core data: “core” is key
Open: favor open architectures & ecosystems
Loosely couple: minimize tight dependencies
Specialize: empower teams to pick their tools
92. “…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
93. Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Author & Editor
Chief Marketing Technologist
http://chiefmartec.com
Thank you!