technology is changing marketing - damon gjording
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Damon Gjording's session at MarketMix 2014TRANSCRIPT
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
So3ware has become how marke9ng sees and touches the world.
Marketing Technology Landscape
1 Facial Recognition
Facial recognition SaaS offerings APIs for marketing analytics
Social Email
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: Triggers
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 ini9a9ve, a new brand, a new product, a new packaging." He thinks P&G can monitor online reac9on 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
Marketing
IT
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.
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 Impera5ve, Forrester Research July 2011
IT’s perceptions of marketing:
Marketing is spin.
Marketers don’t care about
integration.
Mastering Customer Data—A CIO Impera5ve, Forrester Research July 2011
Shift of People & CMO
• Agile today vs long term planning • Quantitatively minded • Master of all trades
Bringing them together
• Leverage products across the enterprise • Standardize to bridge the gap – start with
analytics • Deep Stack Teams - 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
Seven trends: Facial Perspectives Wearable Data Lakes Automation - Trigger Personalization Content Automation