cmo + cio = cdo
DESCRIPTION
Marketing and Information Technology Executive Officers when working together generate business value that equal Chief Digital Officer responsibilities.TRANSCRIPT
Presenters: Mike Fleming, M.A. and
Christine Leja, CDP/CCP
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*Marketing Overview
*Marketing Maze (2X), Size matters (2X)
*MIE and ITIE (P-D)
*Gap, TGIF, Water
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*Why We’re Here…
*Universal IT-access is doubling the knowledge baseexponentially
*Universal IT-access has inverted the business-to-consumer (B2C) relationship
*Where you’ve been can help predict where you areheaded
*We hope this presentation produces dialogue andforethought
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*Marketing 1.0
*Kotler: “Product centered and transaction based.”;Downhill B2C
*Product: “New/Improved,” New Coke, “Push,”“Value”= Quality
*Price: Birth of three-tier; a function of place
*Place: Sears/Catalog, 7-Eleven, Coors “Mystique”
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*Marketing 1.0 (Cont)
*Promotion:
* AD – “4 out of 5 dentists,” “1 Million Sold,” Ethos/Logos
* SP – Free Cigarettes, “Disco Night,” Les Nessman
* PR – Born academically; “one-way symmetrical model”
* IT Tools - Tansportables, bag-phones, SAT-FAX(Ironman/Ireland)
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*Information Technology
*Ma Bell, Western Electric and IBM
*Telecommunications and LANs (ARCnet and StarLAN)
*Hardware – Mainframes, Minicomputers and PersonalComputers
*Software
* Accounting
* Manufacturing – MRP, MRP II and Just-In-Time (JIT)
* Word Processing and Spreadsheets
*Operation System - Unix
*TCP/IP Standard
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*Marketing 2.0
*Kotler: “Customer-based and relationship-oriented”
*Product: Mega-segmentation, Push-to-Pull,
“Value”= Volume (Super-sized)
*Price: Multi-tiered, “Ultra” to “Dirt Cheap”
*Place: Catalogs/Warehouses morph into websites
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*Marketing 2.0 Continued…
*Promotion:
* AD – MTV-era shift to emotional appeal (pathos)
* SP – The emergence of strategic alliances
* PR – Approaching two-way symmetry
* IT Tools - Laptops and cell phones
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*Information Technology
* Internet – Browsers
* 1990 - First Browser: WorldWideWeb (later NEXUS)
* 1993 - First Graphical Browser: Mosaic (later Netscape)
* 1995 – Microsoft Internet Browser
*PANs, LANs, CANs, MANs, and WANs
*Enterprise Resource Planning (ERP) – Term first used in1990 by Gartner for software going beyond manufacturing
*Customer Relationship Management (CRM)
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*Marketing 3.0, a.k.a. “Consumerization”
*Kotler: “Interlinked, collaborative and value-based,”
Even Steven!
*Product: Full-Pull, e.g., postsecondary-ed
*Price: Blurred versus tiered,
“Value”= Convenience (at any price?)
*Place: Campus, Online, “In your PJs”
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*Marketing 3.0, a.k.a. “Consumerization”
*Promotion:
* AD – Diluted/Buyers market; low-cost (viral) options
* SP – MIE and freebies abound; free-trial predators
* PR – Level, Rebirth of WOM, New “Journalism” (BND)
* IT Tools - “Have Cell, Can Deliver”
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*Information Technology
*eCommerce
*Mobile Platforms – Tablets and Smartphones
*Web Apps
*Search Engine Optimization (SEO)
*Analytics
*Consumerization
*Real Time Interaction
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*Marketing 4.0 – Future-Casting
*4.0: Pendulum-swing past “symmetry/equilibrium?”
*Product: Full-Pull to Customization
*Price: Groupon, eBay, Bidding Gone Wild?
*Place: “As You (the consumer) Like(s) It?”
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*Marketing 4.0 – Future-Casting Continued…
*Promotion:
* AD – Consumer: “I only want ads about…”
* SP – Consumer: “Give me extra convenience.”
* PR – Will reflect “The New Journalism”
* IT Tools - “Pricey Advice” (Samples)
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*IT 2012 Tools
*Web Development Software
*App Development Software
*Cloud Services
*Mobile Platform Software
*Social Media
*Social Networks
*Blogs
*Bandwidth
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*IT and Marketing – Relationship Management
*Content Management
*Designing – Artistic and Technical
*Drawing in the Consumer
*Keeping the Consumer
*Surveys on What Next
*Consistency of Message
*Selling the Organization
*Consumerization
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* IT Challenges
*Keeping Pace with IT and Marketing
* Instant Development Response Time
*Minimize Maintenance
*Focus on Deliverables
*Real Time Deliverables
*Hurdle over Constraints
*Protect content, Secure Website, and Entice Online Use
*Very Short Life-Cycles
*What’s Next?
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*Social Media and Networking
* Gartner 2012 Predicts:
IT must coordinate activities in a much wider scope
* Products ONLY Available Online
* Relationship Marketing
* IT to Support Customer Management Strategies
* Adapt, Differentiate, and Innovate Online
* Social Networking and Collaboration Services
* Need Core Competencies in Talent, Risk and Analytics
* Reduce Costs
* Increase Customer Control
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*Relationship Management – IT and Marketing
*Where is the organization going?
*What are the products and services to promote?
*What are the goals and objectives?
*What are the expected outcomes?
*What is the marketing approach?
*What IT tools will deliver the marketing approach?
*What is the expected Mark-IT-ingTM value?
*How do we get there in REAL TIME?
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*Dialogue and Forethought
*How do you see the Marketing and IT partnershipgrowing?
*How will the relationship at the executive table changefor Marketing? For IT?
*What is the strategic value of the Marketing and ITpartnership?
*Your thoughts…