Post on 19-Sep-2014
description
Agile Marketing &Rise of the Marketing Technologist
by Scott Brinker @chiefmartec
http://www.chiefmartec.com
Agile Marketing &Rise of the Marketing Technologist
by Scott Brinker @chiefmartec
http://www.chiefmartec.com
Download this deck from my Twitter feed.
Marketing is moving faster.
Marketing is increasingly complex.
From Stretched to Strengthened, IBM Global CMO Study 2011
The only constant is change.
Marketing is more strategic.
7X
“You may ask yourself, how do
I work this?”– Talking Heads
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MarketingTechnologists
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MarketingTechnologists
Agile Marketing
We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.
“
”– Amara’s Law
www.kpcb.com/insights/2012-internet-trends
The Re-Imagination of Nearly Everything
“Magnitude of Upcoming Change Will Be Stunning”
Where audience goes, marketing follows.
Digital Share of Global Ad Spend
14.7% 16.0% 17.8% 19.6% 21.5%2010 2011 2012 2013 2014
How much of marketing is digital?
~1/3 spend > 50% of their budget on digital
Trees differ in size; the forest is growing.
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
Marketing in the Digital Age, DataXu 2012 whitepaper
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
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
The ZMOT is a flurry of activity:
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
“Big, large, glass buildings do not
buy software. People do.”
– Jonathan BecherCMO, SAP
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry.
Shift in buyer-seller information asymmetry.
An increase in marketing responsibility.
Customer experienceSocial media marketingContent marketing
Source: Forrester Research
Pis for product
Every single customer experience is a brand moment of truth.
“”
– Steve Cannon, CEOMercedes-Benz USA
Pis for promotion
Distance between creative and customer experience.
Creative and customer experience are now blurred.
Marketing and customer experience blur.
Product is promotion
Great Experience = Great Brand
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
New technology is constantly emerging.
Brands continuously seek differentiation.
Software is now easy to create and scale.
Marketing Spend
Migration from old to new
Cloud Computing
Migration from IT to SaaS
Trackable Medium
Measurable ROI
Disruptive Innovation
Opportunity for new players
Software Economics
Low cost, high margin
Large market
Relatively easy to sell
Low barriers to entry
A perfect storm for marketing technology
New
Ven
ture
s
The Golden Age of Marketing Software.
Software has become how marketingsees and touches the world.
Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.
“He who controls the spice, controls the universe.”
“He who controls the software, controls the marketing.”
Who choreographs this ballet?
Or is it more of a mosh pit?
Who decides?• Marketers
• IT department
• Web shop
• Vendors
• Ad hoc
• Technical depth
• Right incentives
• Business alignment
• Accountability
• Marketing vision
On what basis?
Technology Decisions in Marketing
IT
Marketing
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
IT’s perceptions of marketing:
Marketing is spin.
Marketers don’t care about integration.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
Not anIT motto.
(And for good reason.)
Standardize Experiment
The Marketing Technology
Cycle
Well, there’s always a committee…
IT MktgTraditional
IT MktgIT
Co-located
IT MktgMT
Embedded
IndependentIT Mktg
MT
Joint Venture IT MktgMT
CommitteeIT Mktg
iiiii
IT MktgHostile
LiaisonIT Mktgi
Outsourced (Mktg)IT Mktg
OutsideMT
Outsourced (IT)IT Mktg
OutsideMT
Outsourced TriangleIT Mktg
OutsideMT
Direct Report
IT
Mktg
IT MktgMT
Practice Center
MergedIT Mktg
IT Marketing Marketing Technology
King Solomon’sMarketing-Technology Split
www.slideshare.net/marketingtransformation/the-chief-marketing-technologist
A technologist by any other name…
Marketing Technology
Marketing Operations
Marketing Engineering
Marketing ITMarketing CTO
Digital Services
Data from Gartner 2012, graphic by IBM.
Marketing Technologist = Choreographer
Creative Agencies
Tech Consultants
Software Vendors
CMO
CIO
The MarketingTechnologyFrenemy Triangle
Not all marketers need be technologists.
Just as not all marketers are “creatives.”
But tech must be part of marketing’s DNA.
1. What did I do yesterday?
2. What am I going to do today?
3. Are there any impediments in my way?
3 Questions of the Daily Stand-Up:
Plan
Create
Distribute
Measure
Time
The traditional multi-month marketing cycle:
Our customers are now agile.
Plan
Create
Distribute
Measure
Time
That’s a problem, because this isn’t:
What’s important in modern marketing?
• Individuals and interactions
• Responding to change
• Customer collaboration
• Working content, “experiences”
From agile software development to agile marketing.
In 2009, Google ran approximately 12,000
experiments.
In 2009, Google ran approximately 12,000
experiments.
Only about 10% of them led to business
changes.
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