Presentation given at the December 2012 ITSMA Conference on 5 meta-trends in marketing. Read the accompanying essay here: http://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html
Spring Boot vs Quarkus the ultimate battle - DevoxxUK
Agile Marketing & Rise of the Marketing Technologist
1. Agile Marketing &
Rise of the Marketing Technologist
by Scott Brinker
@chiefmartec
http://www.chiefmartec.com
2. Agile Marketing &
Rise of the Marketing Technologist
by Scott Brinker
@chiefmartec
Download this
deck from my
Twitter feed.
http://www.chiefmartec.com
56. The ZMOT is a flurry of activity:
Query search engines
Visit company web site
Read educational content
Follow on Twitter
Visit competitor web sites
Read reviews
Discuss with friends
Check online communities
Comparison shop
95. A perfect storm for marketing technology
Marketing Migration from
old to new Large market
Spend
New Ventures
Cloud Migration from
Computing IT to SaaS
Relatively
easy to sell
Trackable Measurable
Medium ROI
Disruptive Opportunity
Innovation for new players
Low barriers
to entry
Software Low cost,
Economics high margin
104. Technology Decisions in Marketing
Who decides? On what basis?
• Marketers • Technical depth
• IT department • Right incentives
• Web shop • Business alignment
• Vendors • Accountability
• Ad hoc • Marketing vision
106. Marketing’s perceptions of IT:
IT is the department of “no.”
IT doesn’t speak marketing’s language.
IT doesn’t understand the need for speed.
IT isn’t concerned with the customer.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
107. IT’s perceptions of marketing:
Marketing is spin.
Marketers don’t care about integration.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
115. iiiii
Traditional IT Mktg IT Mktg Committee
IT Mktg IT i Mktg
Co-located Liaison
IT
Mktg
IT Mktg
Embedded Direct Report
MT
IT
IT Mktg IT Mktg
Independent Outsourced (Mktg)
MT Outside
MT
IT Mktg
Joint Venture IT MT Mktg Outsourced (IT)
Outside
MT
IT IT Mktg
Practice Mktg Outsourced Triangle
MT Outside
Center MT
Hostile IT Mktg IT Mktg Merged
IT Marketing Marketing Technology
162. That’s a problem, because this isn’t:
Plan
Create
Distribute
Measure
Time
163.
164. What’s important in modern marketing?
• Individuals and interactions
• Responding to change
• Customer collaboration
• Working content, “experiences”
Now, I’m not saying that everyone in the marketing department has to be a technologist.
But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.