seven technology trends that are changing marketing and the cmo
TRANSCRIPT
76% - Marketing has changed more
in the past two years than the
previous half-century
Adobe Report
1,000 marketers polled in Aug & Sept, 2013 by ResearchNow
By 2017 marketing departments will
spend more on technology tools and services than their IT brethren.
Gartner prediction
Marketing
IT
Software has become how marketingsees and touches the world.
Marketing Technology Landscape
1
Facial
Recognition
Facial recognition SaaS offerings
APIs for marketing analytics
SocialEmail
Reviews
Store
Interactions
Pictures
2
Perspectives:
Profiles &
Preferences
Old: Marketing interrupted
New: Be on the terms of customers
Brands will find me……
Every open.
Every click.
Every page view and purchase.
What are customers doing on your website?
Which pages are they visiting?
Which links are they clicking?
What are they doing in your app?
What are they purchasing?
When do they read their emails?
How are they interacting on social media?
3
Wearable
Wearable technology market will ship at
least 10 million units in 2014, 100+ million
by 2020
- Deloitte
Behaviors
Preferences
Tolerances
Threshold for content
Immediate needs
Quality, long-term relationships
4
Data Lakes &
Experimentation
Fluid.
Take what you want – personal
perspective
Raw data remains in the lake - multiple
perspectives are possible
Everyone does not have to agree
Everyone can get their perspectives
5
Automation
6
Personalization
41% of consumer buy more from retailers who send personalized
emails based on
"There is nothing more important for us than to be able to predict [customer response] when we launch a new initiative, a new brand, a new product, a new packaging." He thinks P&G can monitor online reaction to predict in-store sales well before sales data comes in. "We haven't cracked this nut yet. I believe this is the next stage of breakthrough opportunity."
Proctor & Gamble CIO Filippo Passerini
7
Content
Automation
7X
Commonality
• Love new technology
• Think big
• Deliver results without the budgets they
should have
• Believe in the future of digital
• conflicting to coping to commingling
to collaborating to creating.
Shift of People & CMO
• Agile today vs long term planning
• Quantitatively minded
• Master of all trades
Bringing them together
• Leverage products across that enterprise that you standardize to bridge the gap –analytics tools is a great start
• Deep Stack - Designers that were focused on branding and user experience, for example, now required to know how to code, while coders were expected to know best practices in user-experience design
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
