MTech14: Creating A Marketing Technology Strategy - Scott Brinker
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The document discusses the evolving intersection of marketing and technology, emphasizing the importance of a robust marketing technology strategy. It highlights the significant increase in available marketing software and the necessity for organizations to adopt and integrate these technologies effectively. The text also addresses potential challenges, such as integration and management risks, while forecasting a future where CMOs may spend more on IT than CIOs.
MTech14: Creating A Marketing Technology Strategy - Scott Brinker
- 1. Creating a Marketing Technology Strategy Scott Brinker @chiefmartec
- 2. Rapidly You changing technology Things you want to avoid My goal
- 4. Co-founder & CTO Software and services for marketing apps. Author & Editor Blog on the entwining of marketing & technology.
- 5. The Most Interesting Intersection in the World Technology Marketing Strategy
- 7. Strategy Technology Linear, strategy first
- 8. Strategy Technology Linear, strategy first Linear, technology first
- 9. Strategy Technology Linear, strategy first Linear, technology first Circular, both intertwined
- 10. Everything digital is controlled by software.
- 11. Software is marketing’s interface to reality.
- 12. Analytics/attribution software affects our perceptions. Marketing automation software affects our processes. Social media listening software affects our engagement. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships.
- 13. Marketer Marketing Software Web Services Client Software Customer Software is the middleman in digital marketing.
- 14. ~100 companies
- 15. ~350 companies
- 18. ~950 companies
- 19. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
- 20. Internet
- 21. Infrastructure
- 22. Infrastructure
- 23. Infrastructure
- 49. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
- 50. Aug 2011 Sep 2012 Jan 2014
- 51. Marketing has more software available to it today than any other business function in the history of computing.
- 52. Adoibacle.com one suite to rule them all!
- 54. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing The Perfect Storm
- 55. Cheap IaaS & PaaS Scalability SaaS Business Models Open Source & APIs Global Talent & Knowledge Inbound Marketing Digital marketing is the first major business market born in the era of the cloud.
- 56. Innovation Consolidation Inflow >= Outflow
- 57. $11.8 billion $5.8 billion $1.5 billion $2.6 billion
- 58. There will be consolidation, but it probably won’t be evenly distributed.
- 59. Marketing Experiences Marketing Operations Marketing Middleware Marketing Backbone Platforms Infrastructure Internet
- 60. BACKBONE PLATFORMS MIDDLE-WARE Core customer data offers the greatest incentives & practicality for consolidation. (Process, insights, and experiences, less so.) Data Management Platforms/Customer Data Platforms Tag Management User Mgmt Cloud APIs Connectors Correlation Data Core Customer Data CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce Customer Data Campaign Data Content Data Catalog Data
- 61. Ironically, this kind of platform consolidation can accelerate innovation at the next layer up.
- 62. More Customers More Developers More Capabilities
- 67. A Judo move on the challenge of accelerating change.
- 68. One Suite Platform to Rule Them All?
- 69. 2,160 apps
- 70. 29,871 Plugins
- 71. Choice is a good thing. Competition drives prices down, drives innovation up. Choice gives you ways to differentiate.
- 72. • Integration risk • Vendor risk • Management risk Platforms will help mitigate these.
- 73. Damn it, Jim — I’m a marketer, not a systems administrator!
- 74. Damn it, Jim — I’m a marketer, not a systems administrator!
- 76. Capabilities Marketing Technology Strategy & Management
- 77. CMO: I’m ready to take over our IT spend! CIO: Why me? By 2017 the CMO will spend more on IT than the CIO. – Gartner
- 78. Cowboy Laggard Prisoner Technology Expertise Technology Authority
- 79. IT Marketing A fascinating intersection of “hybrid” talent.
- 80. Marketing Expertise Technology Expertise Old School Marketers Old School IT & Engineers
- 81. New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Marketing Expertise Technology Expertise Old School Marketers Old School IT & Engineers
- 84. CIO CMO Chief Marketing Technologist Mktg Mktg Mktg Marketing Technology Staff & Vendors
- 85. 81% of large organizations now have the equivalent of a chief marketing technologist role.
- 88. FRONT-OFFICE BACK-OFFICE OPTIMIZATION INNOVATION
- 89. FRONT-OFFICE Customer Experience BACK-OFFICE OPTIMIZATION INNOVATION Marketing Innovation Marketing Operations Data Science
- 90. time # of software programs used by marketers Ambient Software
- 91. technology changes exponentially technology management is deciding which changes are adopted ? organizations change logarithmically ? Time Change
- 92. How did we do?
- 93. Download a free copy at chiefmartec.com “Scott Brinker helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO SAP “…the key meta-trends that will define how all marketing is done in a world of technology enablement...” – Terence Kawaja, CEO LUMA Partners
- 94. Thank you! Please feel free to reach out to me if I can help in any way. [email protected] Twitter: @chiefmartec Co-founder & CTO ion interactive, inc. http://ioninteractive.com Author & Editor Chief Marketing Technologist http://chiefmartec.com