1) Everything is now marketing as customers interact with companies through digital experiences and marketing technology enables personalized engagement;
2) To adapt, organizations must be agile by prioritizing individuals, collaboration, and responding quickly to change like agile methodologies;
3) Software is defining new customer experiences and marketing technology is thriving, so everyone in an organization must think and act with agility.
20. That’s a problem, because this isn’t agile:
Plan
Create
Distribute
Measure
Time
21.
22.
23. Observations of this new kind of marketing:
• Individuals and interactions
• Responding to change
• Customer collaboration
• Working “experiences”
(Does this sound familiar?)
24.
25. This new kind of marketing is about more
than advertising, PR, communications, etc.
It’s about end-to-end customer experience.
26. This new kind of marketing is more strategic.
Strategic 7
5.9
6
5 4.8
4
3.2
3
2
1
Tactical
Two Years Ago Today Two Years From
Now
Source: Gartner Marketing Change survey with high-tech and telecom provider marketing executives conducted September 2011, N = 309
30. This is why consumerization of IT is thriving.
31.
32.
33. Observations of this new kind of organization:
• More participation
• More responsiveness
• More independence
• More transparency
(The spirit of agile methodologies.)
35. A perfect storm for marketing technology.
Marketing Migration from
old to new Large market
Spend
New Ventures
Cloud Migration from
Computing IT to SaaS
Relatively
easy to sell
Trackable Measurable
Medium ROI
Disruptive Opportunity
Innovation for new players
Low barriers
to entry
Software Low cost,
Economics high margin
36. Marketing Technology Landscape August 2011
MOBILE MARKETING MOBILE APPS GAMING/FACEBOOK APPS CREATIVE TOOLS DIGITAL ASSET MANAGEMENT
TARGETING DISPLAY AD E-COMMERCE PERSONALIZATION LOYALTY MANAGEMENT
MANAGEMENT
VIRTUAL EVENTS VIDEO CONTENT APIs EVENT MANAGEMENT CALL TRACKING
CREATIVE
OPTIMIZATION VIDEO AD MANAGEMENT SEO TOOLS CORE WEBSITE CUSTOM WEB APPS CRM
MARKETING AUTOMATION
SEARCH AD MANAGEMENT
WIDGETS/PLUG-INS
SALES AUTOMATION
SOCIAL MEDIA AD MANAGEMENT
LANDING PAGES BLOGS COMMUNITIES EMAIL MARKETING
& MICROSITES
CUSTOM DATABASES
SOCIAL MEDIA MARKETING MANAGEMENT
WEB TESTING & OPTIMIZATION BUSINESS INTELLIGENCE
SOCIAL MEDIA ANALYTICS WEB ANALYTICS CUSTOMER ANALYTICS MARKETING RESOURCE MANAGEMENT
MULTI-CHANNEL MARKETNG MANAGEMENT INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT AGILE/PROJECT MANAGEMENT
External Promotion Customer Experience Marketing Management by Scott Brinker @chiefmartec http://www.chiefmartec.com
64. “The first thing you should do is think about
culture—because culture eats strategy for
lunch (and breakfast, and dinner).”
– Jonathan Becher
CMO, SAP
66. “Innovation is anything,
but business as usual.”
Scott Brinker
President & CTO
ion interactive, inc.
http://www.ioninteractive.com
Chief Marketing Technologist blog:
http://www.chiefmartec.com
Twitter: @chiefmartec
Notes de l'éditeur
See, industry forces have created a perfect storm for marketing technology. The shift of money from old media is continuing, making digital a larger and larger market. Cloud computing and the inherent trackability of digital initiatives makes it easier to adopt and justify new technologies. And this special moment in time, where disruptive innovation opens doors for everyone—combined with the attractive economics of software—make barriers to entry relatively low. If you’ve got a brilliant idea, and you can prove it, you can launch a marketing technology venture.