Agile marketing and the role of technology

•

3 recomendaciones•1,949 vistas

Axonn Media

Tecnología

The Role of Technology in
Content Marketing
Janaka Abeywardhana
@janaka_a
#MarketingTech

Hello!
Janaka Abeywardhana
CTO @ Axonn Media

@janaka_a | #MarketingTech

Ever felt like you can’t keep up?

@janaka_a | #MarketingTech

90% of all the data
in the world has
been generated
over the last 2 years.
Science Daily (http://go.axonn.co.uk/sd90) - May 2013

@janaka_a | #MarketingTech

Big Data

Volume
Velocity
Variety
@janaka_a | #MarketingTech

http://go.axonn.co.uk/mtp
@janaka_a | #MarketingTech

http://go.axonn.co.uk/mts
@janaka_a | #MarketingTech

TECHNOLOGY
is the CAUSE
AND THE

SOLUTION

@janaka_a | #MarketingTech

But first

Culture
People
Process
@janaka_a | #MarketingTech

Agile
thinking
@janaka_a | #MarketingTech

Experiments
Learn

Build

Measure
@janaka_a | #MarketingTech

Validated learning

@janaka_a | #MarketingTech

Common goals in crossfunctional, self-organising teams

@janaka_a | #MarketingTech

Don’t work towards
individual KPIs from within
functional silos

@janaka_a | #MarketingTech

Ever had a great idea
but thought I.T. would
never go for that?

@janaka_a | #MarketingTech

Make friends with I.T.

@janaka_a | #MarketingTech

Marketing
Technologist
@janaka_a | #MarketingTech

Now you’re ready for technology

@janaka_a | #MarketingTech

Technology gives
you consistent
results and scale
@janaka_a | #MarketingTech

Tip 1
Work with domain experts

@janaka_a | #MarketingTech

Tip 2
Organisational capabilities

@janaka_a | #MarketingTech

Tip 3
Separation of concerns

@janaka_a | #MarketingTech

Tip 4
Focus on core capabilities

@janaka_a | #MarketingTech

Tip 5
Well-defined integration points
• Add-on systems
• Plug-in libraries
• App stores
• APIs
@janaka_a | #MarketingTech

Tip 6
Single solution/vendor won’t
solve everything

@janaka_a | #MarketingTech

Tip 7
Cloud = quicker value

@janaka_a | #MarketingTech

Summary
• Adopt an Agile/Lean approach
• Make friends with I.T.
• Develop technology capabilities within marketing

• Select best of breed with good integration points

@janaka_a | #MarketingTech

go.axonn.co.uk/rtjs

Q&A

@janaka_a | #MarketingTech

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Agile marketing and the role of technology

1. The Role of Technology in Content Marketing Janaka Abeywardhana @janaka_a #MarketingTech

2. Hello! Janaka Abeywardhana CTO @ Axonn Media @janaka_a | #MarketingTech

3. Ever felt like you can’t keep up? @janaka_a | #MarketingTech

4. 90% of all the data in the world has been generated over the last 2 years. Science Daily (http://go.axonn.co.uk/sd90) - May 2013 @janaka_a | #MarketingTech

5. Big Data Volume Velocity Variety @janaka_a | #MarketingTech

6. http://go.axonn.co.uk/mtp @janaka_a | #MarketingTech

7. http://go.axonn.co.uk/mts @janaka_a | #MarketingTech

8. TECHNOLOGY is the CAUSE AND THE SOLUTION @janaka_a | #MarketingTech

9. But first Culture People Process @janaka_a | #MarketingTech

10. Agile thinking @janaka_a | #MarketingTech

11. Experiments Learn Build Measure @janaka_a | #MarketingTech

12. Validated learning @janaka_a | #MarketingTech

13. Common goals in crossfunctional, self-organising teams @janaka_a | #MarketingTech

14. Don’t work towards individual KPIs from within functional silos @janaka_a | #MarketingTech

15. Ever had a great idea but thought I.T. would never go for that? @janaka_a | #MarketingTech

16. Make friends with I.T. @janaka_a | #MarketingTech

17. Common goal @janaka_a | #MarketingTech

18. Marketing Technologist @janaka_a | #MarketingTech

19. Now you’re ready for technology @janaka_a | #MarketingTech

20. Technology gives you consistent results and scale @janaka_a | #MarketingTech

21. @janaka_a | #MarketingTech

22. @janaka_a | #MarketingTech

23. @janaka_a | #MarketingTech

24. Tip 1 Work with domain experts @janaka_a | #MarketingTech

25. Tip 2 Organisational capabilities @janaka_a | #MarketingTech

26. Tip 3 Separation of concerns @janaka_a | #MarketingTech

27. Tip 4 Focus on core capabilities @janaka_a | #MarketingTech

28. Tip 5 Well-defined integration points • Add-on systems • Plug-in libraries • App stores • APIs @janaka_a | #MarketingTech

29. Tip 6 Single solution/vendor won’t solve everything @janaka_a | #MarketingTech

30. Tip 7 Cloud = quicker value @janaka_a | #MarketingTech

31. Summary • Adopt an Agile/Lean approach • Make friends with I.T. • Develop technology capabilities within marketing • Select best of breed with good integration points @janaka_a | #MarketingTech

32. go.axonn.co.uk/rtjs Q&A @janaka_a | #MarketingTech

Agile marketing and the role of technology

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