Creativity without comprise by Cleve Gibbon

1. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Creativity without Compromise
AemHub 2015
Cleve Gibbon, CTO

2. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200

3. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Introduction
Brand
Demand
Creative
Production
Stacks
vs Platforms
Questions
& Answers
start end
2-3 mins 8 mins 10 mins 7 mins 2-3 mins

4. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200

5. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Demand

6. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
“15-25% improvement in marketing effectiveness
through better marketing operations.”
“Many marketing departments are struggling to become effective
in their marketing operations and new business models.”
Digital marketing operations enables the speed, agility,
experimentation and responsivenesses that successful
companies need to react to and shape the marketplace.
“Digital marketing operations is a mix of capabilities, process, structure
and technologies to cost-effectively exploit and scale the interactivity,
targeting, personalisation and optimisation of digital channels.
The best in class companies re-allocate
up to 80% of digital campaign budgets
during a campaign.
Source: http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business

7. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Global Digital Estate
• Scale & Simplicity
• Agility & Speed
• Global & Local
• Rich & Consistent
• Agency & Partner
• Broaden & Deepen

8. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content As A Function
• Scalable
• Predictable
• Repeatable
• Measureable

9. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Creative
Production

10. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
We still define Technology in cartoon terms:
Built by geniuses and Operated by idiots.

11. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Creative Production
vs Platform Management
Content
UX
Platform
Agency
Content Production
System Integrator
Technology Integration
Agency
Creative Production
System Integrator
Platform Management

12. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
PRODUCTION
CORE
PLATFORM
• Content & Asset Publication
• Site Creation & Deployment
• Creative & UX Treatment
Systems of Engagement (Type 2)
• Shared Digital Capabilities
• Frameworks, APIs, SDKs, Libraries
• System Integrations
Systems of Record (Type 1)
Creative
Production
Platform
As A Product
Bi-Modal

13. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
PRODUCTION
CORE
PLATFORM
Decouple
we need to
production from platform

14. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
• Platform management
• Managed releases
• Risk averse
PRODUCTION
CORE
PLATFORM
• Continuous experimentation
• Creative production
• Risk tolerant
Systems of Engagement (Type 2)
Systems of Record (Type 1)
Bi-Modal

15. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Stacks &
Platforms

16. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Source: http://www.clevegibbon.com/2011/08/online-cxm-solutions-cms-in-the-middle/

17. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
When a STACK is NOT a Stack!

18. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Source: http://chiefmartec.com/2015/05/4-topologies-integrated-marketing-technology-stacks/
One Problem
One Product
One “Bigger” Problem
One Closed Platform
Multiple Problems
Multiple “Less Closed” Platforms
Multiple “Massive” Problems
Multiple “Open” Platforms
The major platforms in the marketing technology stack are:
• CRM Platform (Marketing)
• Data Management Platform (AdTech)
• Web Experience Platform / eCommerce Platform (CxM)
• Marketing Automation Platform
• Social Relationship Management Platform (Listening)

19. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Creativity without Compromise
AemHub 2015
Source: http://www.cognifide.com/blogs/cq/creativity-without-compromise/
Brand Demand
Global Digital Estate
Content As A Function
Creative Production
Production
Platform Management
Stacks & Platforms
Multiple Problems
Emerging Platform Ecosystem

20. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200Questions

21. The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Advise. Deliver. Support.