Agile Marketing & Rise of the Marketing Technologist

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.

“You may ask yourself, how do

I work this?”– Talking Heads

MarketingMeta-Trends5


MarketingTechnologists


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

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.

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.

Agile Marketing & Rise of the Marketing Technologist

Technology

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