Agile Marketing & Rise of the Marketing Technologist by Scott Brinker @chiefmartec

http://www.chiefmartec.com

Agile Marketing & Rise of the Marketing Technologist by Scott Brinker @chiefmartec
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http://www.chiefmartec.com

Marketing is moving faster.

Marketing is increasingly complex.

From Stretched to Strengthened, IBM Global CMO Study 2011

The only constant is change.

Marketing is more strategic.

7X

You may ask yourself, how do I work this?

Talking Heads

5 Meta-Trends

Marketing

5 Meta-Trends

Marketing

5 Meta-Trends

Marketing

5 Meta-Trends

Marketing

5 Meta-Trends

Marketing

5 Meta-Trends

Marketing

5 Meta-Trends
Marketing Technologists

Marketing

5 Meta-Trends
Marketing Technologists
Agile Marketing

Marketing

 We tend to overestimate the

effect of a technology in the short run and underestimate the effect in the long run.
Amaras Law

The Re-Imagination of Nearly Everything

www.kpcb.com/insights/2012-internet-trends

Magnitude of Upcoming Change Will Be Stunning

Where audience goes, marketing follows.

Digital Share of Global Ad Spend

2010 2011 2012 2013 2014

14.7%

16.0%

17.8%

19.6%

21.5%

How much of marketing is digital?

~1/3 spend > 50% of their budget on digital

Trees differ in size; the forest is growing.

Marketing in the Digital Age, DataXu 2012 whitepaper

Marketing in the Digital Age, DataXu 2012 whitepaper

Marketing in the Digital Age, DataXu 2012 whitepaper

Marketing in the Digital Age, DataXu 2012 whitepaper

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

The ZMOT is a flurry of activity:

Query search engines

Visit company web site

Read educational content Follow on Twitter Visit competitor web sites Read reviews Discuss with friends Check online communities

Comparison shop

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

Big, large, glass buildings do not buy software. People do.

Jonathan Becher CMO, SAP

Shift in buyer-seller information asymmetry.

Shift in buyer-seller information asymmetry.

Shift in buyer-seller information asymmetry. An increase in marketing responsibility.

Customer experience Social media marketing Content marketing

Source: Forrester Research

is for product

 Every single customer experience is a brand moment of truth.

Steve Cannon, CEO Mercedes-Benz USA

is for promotion

Distance between creative and customer experience.

Creative and customer experience Marketing and customer experience blur. are now blurred.

roduct is promotion

Great Experience = Great Brand

I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platformsIm up to my eyeballs in technology.

New technology is constantly emerging.

Brands continuously seek differentiation.

Software is now easy to create and scale.

A perfect storm for marketing technology

Cloud Computing Trackable Medium Disruptive Innovation Software Economics

Migration from IT to SaaS Measurable ROI Relatively easy to sell

Opportunity for new players

Low cost, high margin Low barriers to entry

New Ventures

Marketing Spend

Migration from old to new

Large market

The Golden Age of Marketing Software.

Software has become how marketing sees and touches the world.

Analytics shapes perceptions. Automation guides processes. Optimization hones tactics. Listening directs engagement. Targeting defines segments. CRM structures relationships.

He who controls the spice, controls the universe.

He who controls the software, controls the marketing.

Who choreographs this ballet?

Or is it more of a mosh pit?

Technology Decisions in Marketing

Who decides?
Marketers

On what basis?
Technical depth

IT department
Web shop Vendors Ad hoc

Right incentives
Business alignment Accountability Marketing vision

Marketing

IT

Marketings perceptions of IT: IT is the department of no. IT doesnt speak marketings language. IT doesnt understand the need for speed.

IT isnt concerned with the customer.

Mastering Customer DataA CIO Imperative, Forrester Research July 2011

ITs perceptions of marketing: Marketing is spin. Marketers dont care about integration.

Mastering Customer DataA CIO Imperative, Forrester Research July 2011

Not an IT motto.
(And for good reason.)

The Marketing Standardize Experiment Technology Cycle

Well, theres always a committee

iiiii Traditional IT Mktg IT Mktg Committee

Co-located

IT

Mktg
IT

IT

Mktg

Liaison

Embedded

IT

Mktg
MT

Mktg Direct Report IT

Independent

IT MT

Mktg

IT

Mktg Outsourced (Mktg)

Outside MT

IT Joint Venture IT MT Mktg

Outside MT

Mktg Outsourced (IT)

Practice Center

IT
MT

Mktg

IT
Outside MT

Mktg

Outsourced Triangle

Hostile

IT

Mktg

IT

Mktg

Merged

IT

Marketing

Marketing Technology

King Solomons Marketing-Technology Split

www.slideshare.net/marketingtransformation/the-chief-marketing-technologist

A technologist by any other name

Digital Services

Marketing CTO
Marketing IT Marketing Operations Marketing Engineering

Marketing Technology

Data from Gartner 2012, graphic by IBM.

Marketing Technologist = Choreographer

The Marketing Technology Frenemy Triangle

Creative Agencies

CMO

CIO

Tech Consultants

Software Vendors

Not all marketers need be technologists.

Just as not all marketers are creatives.

But tech must be part of marketings DNA.

3 Questions of the Daily Stand-Up:

1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way?

The traditional multi-month marketing cycle:

Plan

Create Distribute Measure

Time

Our customers are now agile.

Thats a problem, because this isnt:

Plan Create Distribute Measure Time

Whats important in modern marketing?

Individuals and interactions

Responding to change
Customer collaboration Working content, experiences

From agile software development to agile marketing.

In 2009, Google ran approximately 12,000 experiments.

In 2009, Google ran approximately 12,000 experiments.

Only about 10% of them led to business changes.

5 Meta-Trends

Marketing