Robin BonnBusiness Development Director

Code WorldwideAcademy of Marketing Conference

4th July 2012

“I feel more like a CIO than a CMO! I have marketing

automation, CRM, listeningplatforms – I’m up to my eyeballs in technology...”

From Stretched to Strengthened, IBM Global CMO Study 2011

Tech is a creative discipline

Why do we need Creative Technologists?

The world is changing

Linear journey…

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

…clear roles

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

Agency Marketing

//

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

Non-linear, shades of grey

Google it

Visit website

Follow on Twitter

Check out competitors

Read reviews

Discuss with friends

Check online communities

Comparison / aggregators

So where does this leave us?

How Code can help

“It’s like I’m standing under a cloud of baseballs,

they’re all dropping on me – and I don’t know

which one to catch.”Hyper Island student

From Stretched to Strengthened, IBM Global CMO Study 2011

Clients aren’t prepared

“By 2015, 35% of enterprise IT expenditures will be

managed outside of the IT department's budget…

CMOs may end up having larger IT budgets than CIOs”

Top Predictions for IT Organizations and Users for 2012 and Beyond, Gartner, Dec 2011

Client skills are changing

The collision of IT and Marketing

“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

“Marketing is spin”

“Marketers don’t care about integration”

Marketing IT

Little understand of each other’s needs

Marketing ITMarketing

Technology office

“Business Technologist”“Chief Marketing

Technologist”

“Marketing Technology

Procurement”“Ecommerce Manager”

“VP of Analytics

and Insight”

Marketing ITMarketing

Technology office

Collaborative – unite Marketing and Technology strategies

Experts – fluent in Tech and Brand

Agile – and scalable

Love Big Data – to fuel insight and action

Obsessive about the ‘glue’ – APIs and integration

What does that mean for the

Agency’s skills?

Marketing IT

Agencies ConsultantsProduct vendors

Marketing IT

Agencies ConsultantsProduct vendors

Marketing Technology

office

?

CORE WEBSITE

WEB TESTING & OPTIMIZATION

SOCIAL MEDIA ANALYTICS

MARKETING AUTOMATION

EMAIL MARKETING

CRM

SALES AUTOMATION

CUSTOM DATABASES

BUSINESS INTELLIGENCE

E-COMMERCE LOYALTY MANAGEMENT

CUSTOM WEB APPS

WIDGETS/PLUG-INS

MOBILE APPS

SEO TOOLS

SOCIAL MEDIA MARKETING MANAGEMENT

VIRTUAL EVENTS

AGILE/PROJECT MANAGEMENT

CUSTOMER ANALYTICS

VIDEO AD MANAGEMENT

SEARCH AD MANAGEMENT

SOCIAL MEDIA AD MANAGEMENT

DISPLAY AD MANAGEMENT

VIDEO CONTENT

MOBILE MARKETING

MARKETING RESOURCE MANAGEMENT

CREATIVE TOOLS

by Scott Brinker @chiefmartec http://www.chiefmartec.com

COMMUNITIESLANDING PAGES & MICROSITES

BLOGS

APIs

GAMING/FACEBOOK APPS

MULTI-CHANNEL MARKETNG MANAGEMENT

CALL TRACKING

PERSONALIZATION

INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT

WEB ANALYTICS

EVENT MANAGEMENT

TARGETING

DIGITAL ASSET MANAGEMENT

CREATIVE OPTIMIZATION

External Promotion Customer Experience Marketing Management

MarketingMarketing

Technology office

Creative Technology

partner

Agencies Consultants

IT

Product vendors

• Platforms not campaigns• Enterprise-level Marketing Technology

architectures• Continuous improvement and

monetisation

“We'd better prepare ourselves for the day when we engage just as much with CTOs

as we do with CMOs.”Sir Martin Sorrell, CEO WPP 12th April 2012

Meanwhile, over on the Client side…

Why is this big news for

Agencies?

CREATIVE

TECHNOLOGY

CREATIVE

TECHNOLOGY

TECHNOLOGY

THAT’S CREATIVE

You can’t talk about creativity

withouttalking about

technology

What Clients are asking for

• The brief

• IMAGE

Technology changes the brief

Brief: more music on the go

Finding Creative Technologists

SmartCurious

Ambitious

Tech-savvyCreative

Collaborative

Thank you