Guest presenter, Gene De Libero, introduces the role of marketing technologist and the compelling reasons for adding this pivotal position to your team. "By 2017 the chief marketing officer will control more technology spending than a company's CIO." - Gartner "It's pretty clear that in the future every company will be a tech company as consumers become more gadget obsessed and marketers of all stripes deal with tech-enabled tools." - AdAge, October 2012 Featured Speaker: Gene De Libero has variously served as an independent business and IT advisor, CIO, CTO, COO and head of product development and digital technology in public and private companies in a multitude of verticals, as well as founding several new media start-ups. He is currently serving as Chief Strategy Officer at AREA203 Digital, a full-service digital agency in Chattanooga, Tenn. De Libero has focused on solving complex business and marketing problems using digital strategies, tactics, and technologies. He has also been engaged in developing innovative products, services and training in the areas of strategic networking for new media, technology, digital marketing, and social media.

1. “The Rise of the Marketing Technologist”
December 12,
2012

3. We’re in the Technology Business
“The next five years should be a time of intense experimentation to
recalibrate the relationship between marketing and IT. This is a call
for more cross-disciplinary teams of marketing and IT pros and new
C-suite roles (chief marketing technologist, perhaps?) and job
descriptions. And this isn't just a conversation for tech companies.
It's pretty clear that in the future every company will be a tech
company as consumers become more gadget obsessed and
marketers of all stripes deal with tech-enabled tools.”
– AdAge, October 2012

4. We’re in the Technology Business
“One of the challenges with digital media is that to truly understand its
potential you have to understand technology, at least at a base level. Some
marketers embrace this, but it's certainly not part of the job description. Many
agencies assume that marketers don't want to, or can't, understand the
technology.” -Matthew Greitzer, VP of Search Marketing and Head of Atom
Systems [currently co-founder of Accordant Media]
“The introduction of new digital technologies will inevitably lead to the
creation of jobs that haven’t previously existed, with highly specialized skill
requirements. But beyond these specialist type roles, the talent crisis is much
broader. In fact, I would argue that all business talent needs to evolve by
attaining a broad spectrum of digital skills, and more importantly a digital way
of thinking.” -Shane Steele, Vice President, Global B2B Marketing, Yahoo!

5. CMOs Will Spend More than CIOs
“By 2017 the chief marketing officer will control more
technology spending than a company's CIO” - Gartner
• Marketing is purchasing significant marketing-related technology and services from
their own capital and expense budgets – both outside the control of the internal IT
organization and in conjunction with them.
• Companies spent up to $25 billion worldwide on marketing software last year, up
from about $20 billion the previous year. As a comparison, overall corporate
software expenditures totaled $115 billion.
• Approximately a third of marketing department expense budgets is devoted to
purchases such as systems to manage customer relationships, predict customer
behavior, run online Storefronts.
• The BIG question - Does a CMO have the expertise to drive tech with the
background and architectural understanding of a CIO?
Gartner

6. The Economist Intelligence released a report based some research done in July of 2012. A global survey of some 389 executives. The
respondents are based in Western Europe (40%), North America (27%), Asia-Pacific (24%), Latin America (6%), Middle East/Africa
(2%) and Eastern Europe (1%); a total of 42 countries are represented. The take-away is that marketing is in a period of great change,
it's becoming more strategic, and many organizations are not yet in agreement on what that means for the CMO's role and priorities.

7. To put this in perspective, only 13% of the respondents picked advertising/agency experience. This is effectively saying that
technical expertise is nearly twice as important as agency experience for CMOs in the eyes of business executives. That
suggests not just a shift in marketing capabilities, but a tectonic shift in marketing culture.

8. What is Marketing Technology
[…and why is it so important?]

9. Evolution of Marketing
Simple Trade: Everything available was made or harvested by Marketing Departments: New levels of affluence provided
hand and available in limited supply consumers with more power in the marketplace. Businesses
consolidated marketing-related activities (advertising, sales,
Production: Mass production increased the availability of promotion, public relations, etc.) into a single department.
product options in the marketplace.
Marketing Company: No longer was marketing
Sales: Competition for market share increased. Companies compartmentalized – it became the goal of the business. All
had to work harder to sell their product to consumers. employees became part of the marketing effort, either
Commoditization emerged; products became commodities directly or indirectly, and the customer became king.
and price became the distinguishing competitive advantage.
Relationship Marketing: The goal is to build a long- Social/Mobile Marketing: Focuses on real-time connections
term, mutually beneficial, relationship with the customer. The and social exchanges based on relationships driven by the
focus changed to lifetime customer value and customer consumers (permission-based or opt-in relationships).
loyalty.

10. Marketing Technology
Internal technology is what we use to
manage and analyze marketing
operations, such as analytics, SEO
auditing, competitive intelligence, and
social media monitoring.
External technology includes the
platforms we use to reach our audience
and deliver content — web
sites, ads, landing pages, email
campaigns, and apps of all kinds.
Product technology — features that are
built into your very products and
services, which directly feed into your
marketing ecosystem.
http://www.chiefmartec.com/

11. Who is this Marketing Technologist
[…and what does he/she do?]

12. The Marketing Technologist
Skills
• Knows business and technology
• IT [and Engineering] experience
• Early adopter of technology
• Links theory and practice
• Passionate about marketing

13. The Marketing Technologist
Mission
• Translates strategy into technology [and technology into strategy]
• Creates synergies of [useful] data and technologies across the marketing
organization. Web analytics, marketing automation, advertising behavioral
segmentation -- are all fairly sophisticated on their own. The problem is
that behind the scenes, they don't talk very well together. It's not because
the products can't talk together -- it's because there isn't really anyone
connecting the dots.
• Injects technology into the DNA of marketing – practices, people, culture

14. The Chief Marketing Technologist
http://www.chiefmartec.com/

15. Brave New World
ENIAC. Image courtesy of The University of Pennsylvania and Michel T. Huber.

25. “The Rise of the Marketing Technologist”
• Marketing Technology isn’t a fad – it’s here and now. And it’s
here to stay.
• Success in marketing today is based on the ability to build
mutually beneficial, permission-based, opt-in relationships.
• The landscape is changing – consumers are “untethered”.
Mobile interactions are exploding and consumer usage
patterns, needs, and desires are changing…rapidly.
• Agencies and Brands need the business, marketing, [big] data-
driven analytical capabilities and technical expertise a
Marketing Technologist can bring.

26. Thank You
“The Rise of the Marketing Technologist”
Gene De Libero
Chief Strategy Officer
AREA203 Digital
www.area203.com
gene.delibero@area203.com
631-780-4363