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Thriving at the Intersection of Marketing & IT7 Meta-Trends

by Scott Brinker@chiefmartec

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.

7X

AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)

“You may ask yourself, how do

I work this?”– Talking Heads

7 Meta-Trends of a New Brand of Marketing

Meta-Trend #1

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.

Meta-Trend #2

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:

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

“Big, large, glass buildings do not

buy software. People do.”

– Jonathan BecherCMO, SAP

Meta-Trend #3

Shift in buyer-seller information asymmetry.

Shift in buyer-seller information asymmetry.

Shift in buyer-seller information asymmetry.

An increase in marketing responsibility.

Customer experienceSocial media marketingContent marketing

Meta-Trend #4

Distance between communications and customer experience.

Source: Forrester Research

Great Experience = Great Brand

Meta-Trend #5

“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.

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 amotto typically seen on the wall in IT.

(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

81% of large organizations now have the equivalent of a chief marketing technologist role.

2X investment in “innovation” in marketing

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.

Meta-Trend #6

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:

That is a dead marketing plan.

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.

Big Data

Big Testing

Big Experience

Generate hypotheses

Prove cause-and-effect

Deliver better experiences

Meta-Trend #7

7 Meta-Trends of a New Brand of Marketing

“…the key meta-trendsthat will define how all

marketing is done in a world of technology enablement...”

– Terence Kawaja, CEOLUMA Partners

“Scott Brinker helps the reader to understand how

technology can be used for both successful marketing

strategy and execution.”– Jonathan Becher, CMO

SAP

Download a free copy at chiefmartec.com

Co-founder & CTOion interactive, inc.http://ioninteractive.com

sbrinker@chiefmartec.comTwitter: @chiefmartec

Author & EditorChief Marketing Technologisthttp://chiefmartec.com

Thank you!