ektron synergy 2014 - thriving at the intersection of marketing & it
TRANSCRIPT
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
[email protected]: @chiefmartec
Author & EditorChief Marketing Technologisthttp://chiefmartec.com
Thank you!