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Rise of theMarketing Technologist(And What It Means for Agencies)
by Scott Brinker
@chiefmartec
October 2011
Who am I?
Hybrid software architect & marketer.
Blog about that intersection atwww.chiefmartec.com.
Co-founded interactive agency in 1998.
Transformed agency into a specializedmarketing technology software vendorwww.ioninteractive.com.
What’s a marketing technologist?
A digital strategist?
A creative technologist?
Something else?
Based on predictive analytics:
Digital has won.
if (digital_strategy != marketing_strategy){
fail();}
Digital strategist.
Digitally-savvy account planners.
Digital marketing specialists.
Search engine optimizationPaid search marketingSocial media marketingDisplay advertisingContent marketingMobile marketing
A digital strategist must befluent in using technology.
A digital strategist modern marketer must befluent in using technology.
But not necessarily building it.
Enter the creative technologist.
Brain of a software developer
Heart of an artist
Anatomy of a Creative Technologist
Brain of a software developer
Heart of an artist
Balls of a hacker
Eye of an interface designer
Anatomy of a Creative Technologist
(figuratively speaking)
A creative technologist builds technologyfor creative “campaigns.” (Obviously.)
HTMLCSSJavascriptFlashAPIsMVC frameworks
Facebook appsiPhone/iPad appsAndroid appsGamesDynamic adsData sharing
Art Director(Images)
Copywriter(Words)
Creative Technologist
(Code)+ +
Concepts
The modern creative triumvirate.
Agencies are becoming more and moretechnically sophisticated.
Some faster than others.
The digital strategist (and variations) andthe creative technologist are key roles.
But they’re primarily agency roles.
Something else is happening…
Across the agency-client divide…
A fundamental shift is underway in mostmarketing departments.
From technology adverse…
…to technology savvy.
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
But let’s start with the root cause.
The marketing world (not so long ago):
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Agency’s Responsibility
Marketer’s Responsibility
//
The marketing world (not so long ago):
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:
5 killer properties of the ZMOT:
1. Almost entirely digital (or digital-ish).
2. Many touchpoints.
5 killer properties of the ZMOT:
1. Almost entirely digital (or digital-ish).
2. Many touchpoints.
3. Real-time dynamics.
5 killer properties of the ZMOT:
1. Almost entirely digital (or digital-ish).
2. Many touchpoints.
3. Real-time dynamics.
4. Shattered boundaries.
5 killer properties of the ZMOT:
1. Almost entirely digital (or digital-ish).
2. Many touchpoints.
3. Real-time dynamics.
4. Shattered boundaries.
5. Experience defines brand.
New Prospects
Existing Customers
Marketing/Advertising
Product/ Service
New Prospects
Existing Customers
Marketing/Advertising
Product/ Service
Customer Experience
It’s
@$%*&!#
complex.
From Stretched to Strengthened, IBM Global CMO Study 2011
Oh, and it’s hard to outsource.
At least hard to outsource wholesale.
Because ultimately, the brand must ownthe customer experience.
(CX for those in the know.)
How do we get control of this complexity?
1. Almost entirely digital (or digital-ish).
2. Many touchpoints.
3. Real-time dynamics.
4. Shattered boundaries.
5. Experience defines brand.
digital (or digital-ish)measurable
scalablefast
malleablefrictionless
…but most importantly…
It’s programmable by software.
And thanks to Moore’s Law,cloud computing and SaaS models,open source and expert communities,a wealth of new languages and frameworks,it’s never been easier or faster to buildgreat software.
…which has led to one ofthe greatest explosions inthe history of software…
CORE WEBSITE
WEB TESTING & OPTIMIZATION
SOCIAL MEDIA ANALYTICS
MARKETING AUTOMATION
EMAIL MARKETING
CRM
SALES AUTOMATION
CUSTOM DATABASES
BUSINESS INTELLIGENCE
E-COMMERCE LOYALTY MANAGEMENT
CUSTOM WEB APPS
WIDGETS/PLUG-INS
MOBILE APPS
SEO TOOLS
Marketing Technology Landscape
SOCIAL MEDIA MARKETING MANAGEMENT
VIRTUAL EVENTS
AGILE/PROJECT MANAGEMENT
CUSTOMER ANALYTICS
VIDEO AD MANAGEMENT
SEARCH AD MANAGEMENT
SOCIAL MEDIA AD MANAGEMENT
DISPLAY AD MANAGEMENT
VIDEO CONTENT
MOBILE MARKETING
MARKETING RESOURCE MANAGEMENT
CREATIVE TOOLS
by Scott Brinker @chiefmartec http://www.chiefmartec.com
COMMUNITIESLANDING PAGES & MICROSITES
BLOGS
APIs
GAMING/FACEBOOK APPS
MULTI-CHANNEL MARKETNG MANAGEMENT
CALL TRACKING
PERSONALIZATION
INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT
August 2011
WEB ANALYTICS
EVENT MANAGEMENT
TARGETING
DIGITAL ASSET MANAGEMENT
CREATIVE OPTIMIZATION
External Promotion Customer Experience Marketing Management
The Golden Age of Marketing Software.
Software is now the interface by which marketing sees and touches the world.
Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening leads engagement.
Targeting defines segments.
CRM structures relationships.
Software doesn’t just help marketersmanage the new customer experience.
It often defines the customer experience.
But all this wizardry raises a question…
Who choreographs thismarketing technology ballet?
Or is it moreof a mosh pit?
In the “old days,” marketing would havesimply handed off requests to IT.
That kinda worked on a small scale.
But as volume and speed increased, themarketing/IT relationship began to feel…
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
So how do we reconile this?
Well, there’s always a committee…
Real action is required for four cataclysmicforces reshaping marketing today.
The marketing technology explosion.
Agility — the new clockspeed of marketing.
Accountability — new performance culture.
The new ZMOT customer.
Collectively, these forces demand a fundamental shift in marketing culture, structure, and operations.
The foundation of that shift must bethis affirmation…
Marketing must leadits own technology.
Marketing is now atechnology-powered discipline.
A new kind of marketing professional is emerging in this environment…
A technical/marketing hybrid…
The marketing technologist.
Analogous to the creative technologist role at agencies, but different.
Less about building stimulus “creative.”
More about building:
The extended customer experience (CX).
The new marketing operations.
How should we organize professionals in this new discipline?
Traditional MktgIT
The original marketing-IT organization:
no marketingperspective
no IT/technology perspective
Traditional MktgIT
Estranged MktgIT
The original marketing-IT organization:
In really bad situations:
no marketingperspective
no IT/technology perspective
King Solomon’s Marketing-Technology Split
(Not a good idea.)
MT
A marketing technologist team should provide an integrated, holistic view.
Understand good IT practices
Understand good marketing practices
Think natively in the combined domain of marketing technology
MktgIT MT
MktgIT MT
MktgIT MT
MktgIT MTPractice Center
Colocated
Joint Venture
Embedded
The marketing technology team should be led by a chief marketing technologist.
Or whatever title you prefer:
VP/Director Marketing Technology
VP/Director Marketing Operations
VP/Director Customer Intelligence
Marketing CTO
What’s important is the role.
And we can define it with 5 missions.
Build and lead a superb team of marketing technologists.
Mission #1
- Tech experience- Marketing passion- “T-shaped”- Self-learners- Highly collaborative
“Not simply a collection of design-savvy developers.
To meet the explosion in channels, devices and touchpoints, build a team that blends skills in analysis, programming, and user experience.”
– Forrester Research, October 2011
Investing In Marketing’s Technology Future
Help the CMO translate strategy into technology (and vice versa).
Mission #2
- Prepare the CMO- Map tech & business- Drive innovation- Justify investment
Choreograph data and technology across the marketing organization.
Mission #3
- Manage vendors- Integrate & operate- Interface to agencies- Champion data- Balance cost/value
Standardize Experiment
The Marketing
Technology Cycle
Fuse technology into the DNA of marketing—practices, people, and culture.
Mission #4
- Teaching their peers- Illuminate possibilities- Tech transparency- Cross-pollinate ideas- Agile marketing
Enforce and inform IT policy and governance for all marketing technology.
Mission #5
- Mind security- Mind regulation- Share infrastructure- Support the CIO
In the words of Seth Godin, thisperson should be a linchpin.
He’d definitely call them weird (in agood way).
“Splintering touchpoints and the growing torrent of data force marketers to build up investments in technology to keep up with customers. To manage and direct the increasingly complex marketing technology stack, Forrester recommends that organizations create a marketing technology office.”
– Forrester Research, October 2011
3 Approaches to the Marketing Technology Office
Marketing
Marketing Technology
Who’s packing your parachute?
Motivation:
So what does this mean for agencies?
Advertising automation and optimization will continue to accelerate…
This value will be eroded by software andnetwork synchronization.
but will increasingly need to integrate with the client more deeply.
Creative technology will continue to growand thrive…
This will be a high value service.
but will increasingly need tointegrate with the client more deeply.
New demand for designing and building customer experience elements will arise…
This will be a high value service.
but must integrate with the client deeply.
There’s apattern here…
Agencies will needto integrate with theirclients more deeply.
Will require more “marketing technologist”—not just “creative technologist”—technicalcapabilities.
Account managers must also learn towork with more technical stakeholders on the client’s team.
A client-side marketing technology team should be your new best friend.
MktgIT MT
MktgIT MT
MktgIT MT
MktgIT MTPractice Center
Colocated
Joint Venture
Embedded
Agency
Agency
Agency
Agency
With the advantage of perspective acrossmany clients…
This too can be a high value service.
Agencies have the potential to becomecurators of “best practices” for the future of marketing technology.
The Marketing Technology Express
Will you be a conductor, a passenger, or someone left behind?
Thank you.
Get these slides at www.chiefmartec.com
Follow me on Twitter @chiefmartec