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| Date post: | 17-Oct-2014 |
| Category: |
Business |
| View: | 1,283 times |
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• The new marketing process, driven by technology
• A new relationship for IT and Marketing: the Marketing Technology discipline
• A new kind of supplier: the Mktng Tech agency
“I feel more like a CIO than a
CMO! I have marketing
automation, CRM, listening
platforms – I’m up to my
eyeballs in technology.”
From Stretched to Strengthened, IBM Global CMO Study 2011
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Agency Marketing
//
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Google it
Visit website
Follow on Twitter
Check out competitors
Read reviews
Discuss with friends
Check online communities
Comparison / aggregators
1. Mainly digital
2. Multi-touchpoint
3. Real-time dynamics
4. Few boundaries
5. Experience IS the brand
From Stretched to Strengthened, IBM Global CMO Study 2011
Mktg IT
Mktg IT
Little perspective on each other’s business needs.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
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
Marketing is
spin.
Marketers don’t
care about
integration
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
Mktg IT Marketing Technology
Office
Mktg IT Marketing Technology
Office
Collaborative
Expert - Fluent in Tech and Brand
Unite enterprise strategy with marketing tactics
Agile – and Scalable
“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 Inc. October 2011
‘3 Approaches to the Marketing Technology Office’
• Translate CMO strategy into Technology
• Agility in implementation
• Stability in architecture
• Awesome User Experiences across touchpoints
• Liberate, integrate and re-use Data
• Build skills & knowledge across teams • Ensure IT rigour and governance in Marketing Technology
New discipline
New requirements
New suppliers
Mktg IT
Mktg IT
Agencies
Mktg IT
Agencies Product Vendors
Mktg IT
Agencies Product Vendors
Consultants
Mktg IT
Agencies Product Vendors
Consultants
Marketing Technology
Office
Mktg IT
Agencies Product Vendors
Consultants
Marketing Technology
Office
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
COMMUNITIES LANDING PAGES & MICROSITES
BLOGS
APIs
GAMING/FACEBOOK APPS
MULTI-CHANNEL MARKETNG MANAGEMENT
CALL TRACKING
PERSONALIZATION
INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT
WEB ANALYTICS
EVENT MANAGEMENT
TARGETING
DIGITAL ASSET MANAGEMENT
CREATIVE OPTIMIZATION
External Promotion Customer Experience Marketing Management
Mktg IT
Agencies Product Vendors
Consultants
Marketing Technology
Office
Marketing Technology
Agency
• Strategists – What does your business and brand look like in a technology driven
world? How does it make money?
• Architects – A technology plan that is both Agile and Scalable?
• Developers – Hands-on coders
• Integrators – Reduce; reuse; recycle – to release value
• Deliverers – Less talk; more action
