creative technologists meet marketing technologists
Post on 19-Sep-2014
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Presentation at 2012 CreateTech introducing creative technologists to the world of marketing technologists on the other side of the agency/brand divide.TRANSCRIPT
Rise of the
ChiefMarketing Technologist
by Scott Brinker@chiefmartec
You—creative technologists—have changed the agency world.
Founded 1917
CreativeAgency:
CustomersBrand:
“That’s not a bug, it’s a feature.”
But it’s sure starting to look like a bug…
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Distance between creative and customer experience.
Creative and customer experience are now blurred.
Welcome to the CMO’s world.
From Stretched to Strengthened, IBM Global CMO Study 2011
“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.
A whole lot of “do.”
So who does the “do?”
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
Standardize Experiment
The Marketing Technology
Cycle
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’s Marketing-Technology Split
(Not a good idea.)
This is interesting and all, but why should you care?
Data from Gartner 2012, graphic by IBM.
Creative Agencies
Tech Consultants
Software Vendors
CMO
CIO
The MarketingTechnologyFrenemy Triangle
“He who controls the spice, controls the universe.”
“He who controls the software, controls the marketing.”
Creative technologists & marketing technologists
BFF.
CreativeAgency:
CustomersBrand:
