1. The CMO of the Future@petesena

2. By 2017, the CMO will spend more
time on technology than the CIO

3. why?

4. Technology can no longer be kept in a vacuum.
When technology and creative marketing are kept
separated, it is impossible for innovation to thrive.

5. are shifting their budgets
towards digital
progressive
brands

6. is your brand
one of them?

7. 10% 50%to
Most companies spend
of their marketing budget
on digital marketing activities

8. As a result, marketers increase their
budgets for digital and focus on
technology-driven programs
in the years ahead

9. So who is the
CMO of tomorrow?

10. A hybrid: Part CIO and CTO
Grounded in marketing strategy, responsible
for owning brand innovation, and understanding
how to leverage big data.

11. 50% of the new marketing
hires in 2013 will have a
technical background
speaks 10101101

12. They can estimate what is technologically
possible and roughly what it will take so
they can red flag it when things aren’t
getting done.
CAN CALL bullshiT

13. And they will easily identify a true
digital partner vs a snake-oil salesman.
CAN CALL bullshiT

14. Start learning the lingo by spending more
time with your team and agency partners.
Where to start:

15. They are familiar with the digital ad landscape
and understand the potential it holds
gets the landscape

16. They help bolster internal and external
new media buying and placement.
gets the landscape

17. They explore behavioral retargeting, custom
day parting, and multi-variant testing.
gets the landscape

18. Start learning the lingo by spending more
time with your team and agency partners.
Here are a few tools to get you started.
Where to start:

19. The future of big data isn’t collecting it.
It’s being able to attribute and leverage it.
gets big data

20. SEO isn’t going away, it’s just getting more human-centric.
create content that ranks

21. Fill your toolbox with the right
web analytics packages
Where to start:

22. An application programming interface (API)
connects platforms, databases, and functionality.
Almost all major platforms have web services
available to read and write from.
understands API’s

23. They use a combination platforms to
add an essential additional level of
engagement to online experiences.
understands API’s

24. Social media connectivity through Facebook
or Twitter has become ubiquitous to
online campaigns.
Where to start:

25. Leverage location data for mapping and logistics
provided by Google or Bing’s platforms
Where to start:

26. Everyone expects more from digital today.
Push the envelope to really engage consumers.
embraces future devices

27. Wi-Fi enabled devices like Arduino or
Raspberry Pi and context-aware sensors
like the Kinect can be used to build interesting
installations and brand experiences.
Where to start:

28. Dynamic, behavioral-driven content makes the biggest impact.
embraces marketing automation

29. Marketing automation tools help you
deliver the right experience and perform
at scale.
Where to start:

30. of companies already have a
Chief Marketing Technologist70%

31. of them report to marketing.
80%

32. How do you stay
ahead of the curve?

33. Read the Full Article
The Rise of the Marketing Technologist:
The CMO of the future

34. @digitalsurgeons