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The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Creativity without CompromiseAemHub 2015
Cleve Gibbon, CTO
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Introduction BrandDemand
CreativeProduction
Stacksvs Platforms
Questions & Answers
start end2-3 mins 8 mins 10 mins 7 mins 2-3 mins
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Demand
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
“15-25% improvement in marketing effectiveness through better marketing operations.”
“Many marketing departments are struggling to become effective in their marketing operations and new business models.”
Digital marketing operations enables the speed, agility, experimentation and responsivenesses that successful companies need to react to and shape the marketplace.
“Digital marketing operations is a mix of capabilities, process, structure and technologies to cost-effectively exploit and scale the interactivity,
targeting, personalisation and optimisation of digital channels.
The best in class companies re-allocate up to 80% of digital campaign budgets
during a campaign.Source: http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Global Digital Estate
Scale & SimplicityAgility & SpeedGlobal & LocalRich & Consistent Agency & PartnerBroaden & Deepen
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content As A Function
• Scalable• Predictable• Repeatable• Measureable
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
CreativeProduction
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
We still define Technology in cartoon terms:Built by geniuses and Operated by idiots.
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Creative Production vs Platform Management
Content
UX
Platform
AgencyContent Production
System IntegratorTechnology Integration
AgencyCreative Production
System IntegratorPlatform Management
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
PRODUCTION
COREPLATFORM
• Content & Asset Publication• Site Creation & Deployment• Creative & UX Treatment
Systems of Engagement (Type 2)
• Shared Digital Capabilities• Frameworks, APIs, SDKs, Libraries• System Integrations
Systems of Record (Type 1)
CreativeProduction
PlatformAs A Product
Bi-Modal
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
PRODUCTION
COREPLATFORM Decouplewe need to
production from platform
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
• Platform management• Managed releases• Risk averse
PRODUCTION
COREPLATFORM
• Continuous experimentation• Creative production• Risk tolerant
Systems of Engagement (Type 2)
Systems of Record (Type 1)
Bi-Modal
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Stacks &Platforms
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Source: http://www.clevegibbon.com/2011/08/online-cxm-solutions-cms-in-the-middle/
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
When a STACK is NOT a Stack!
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Source: http://chiefmartec.com/2015/05/4-topologies-integrated-marketing-technology-stacks/
One ProblemOne Product
One “Bigger” ProblemOne Closed Platform
Multiple ProblemsMultiple “Less Closed” Platforms
Multiple “Massive” ProblemsMultiple “Open” Platforms
The major platforms in the marketing technology stack are:• CRM Platform (Marketing)• Data Management Platform (AdTech)• Web Experience Platform / eCommerce Platform (CxM)• Marketing Automation Platform • Social Relationship Management Platform (Listening)
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Creativity without CompromiseAemHub 2015
Source: http://www.cognifide.com/blogs/cq/creativity-without-compromise/
Brand DemandGlobal Digital Estate
Content As A Function
Creative ProductionProduction
Platform Management
Stacks & PlatformsMultiple Problems
Emerging Platform Ecosystem
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200Questions
The future of digital marketing. London . Poznań . New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Advise. Deliver. Support.