The document discusses the convergence of marketing and technology in the modern digital world. It notes that consumers are now omni-present across channels and expect seamless, personalized experiences. As a result, companies need to converge their data, skills, and organizational structures. Specifically, they must 1) converge their technology ecosystems and data across channels, 2) develop marketing technologists with hybrid skills, and 3) break down organizational silos to provide unified experiences and meet consumer expectations of being at the center. The convergence of these factors is necessary to effectively build brands and market to digital consumers.

1. Modern Marketing @
C O N V E R G E N C E
of Marketing & Technology
By Mayur Gupta
@inspiremartech

2. Our world today

My Daughter

Online Shopper

Age 3 Years

Montessori School

Favorite Gadget – iPhone

Favorite Mobile App - Gilt

3. @courtesy Scott Brinker; chiefmartec.com

4. We don’t believe in
digital marketing.
We believe in
building brands in a
digital world
Clive Sirkin, CMO of Kimberly Clark

5. And this world is exploding with disruption

6. @courtesy www.vml.com

7. “You miss 100% of
shots you don’t take”
-Wayne Gretzky

8. @courtesy www.vml.com

9. New way to diagnose human body using smart phone

10. Analog vs Digital? No More

11. “Sun Dial” QR Code – Redefine Experience

15. Unprecedented scale of change.
@courtesy Scott Brinker; chiefmartec.com
15

16. Unprecedented speed of change.
16
@courtesy Scott Brinker; chiefmartec.com

17. Technology is
DISRUPTING

18. The C O N S U M E R is right at the center of
it all

19. MODERN CONSUMER
The
it all
CONSUMER
is right at the center of

20. O M N I
T
PR E S E N

21. O M N I
T
PR E S E N
O M N I
L
C H A N N E

22. O M N I
T
PR E S E N
O M N I
L
C H A N N E
O M N I
T
P O T E N N

23. A NEW M A R K E T I N G
inspiring C O N S U M E R S
driving B U S I N E S S
transformed by T E C H N O L O G Y

25. Trend # 1
T R A D I T I O N A L TO D I G I T A L
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”

26. Trend # 2
M E D I A S I L O S TO O M N I C H A N N
EL
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”

27. Trend # 3
P U S H TO P U L L
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”

28. Trend # 4
C O M M U N I C A T I O N TO E X P E R I E N C
ES
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”

29. Trend # 5
R I G I D TO A G I L E
@courtesy Scott Brinker; chiefmartec.com “Meta-Trends of Modern Marketing”

30. But is it all W O R K I N G?

31. #1
technology
management is
deciding which
changes are
adopted
technology
changes
exponentially
?
?
organizations change
logarithmically
@courtesy Scott Brinker; chiefmartec.com

32. #2

33. #3
Organizational silos & fragmented operating model

34. Coupons & Loyalty
Finance
Technology
Sales
Marketing
eCommerce
Media
Mobile

35. “The problem is that too many
companies are essentially
showing their organizational
chart to consumers”
—
Bob Lord & Ray Velez, Razorfish

36. Well great, now how do we fix
it?

37. drive C
ONVERGENCE

38. #1
Convergence in data & technology ecosystem
wiring = data + API + cloud
technology consolidation
connected
experiences
marketing operating system

39. #2 Convergence in skills – The Marketing
Technologist
?
technology
creative
media
strategy
marketing
finance

40. #3
Organizational Convergence
Marketing
Technology

41. #3
Organizational Convergence
Marketing
Technology

42. #3
Organizational Convergence
Sales
Strategy
Marketing
Technology
Media
Finance

43. #3
Organizational Convergence
Sales
Strategy
Marketing
Technology
Media
Finance
this is where the
consumer touches
the brand

44. Summarizing the need to C O N V E R G E
1. Converge DATA & TECHNOLOGY
2. Converge SKILLS
3. Converge ORGANIZATIONAL
SILOS

46. Thank You
Mayur Gupta
Global Head, Marketing Technology @ Kimberly
Clark
Reach me at:
B:
www.inspiremartech.com
T:
@inspiremartech
Lin:
inspiremartech