These are my notes on the presentation by Scott Brinker, Co-Founder, President, CTO, ion interactive at the 2015 Digital Velocity Conference – San Diego, California. I hope I can get a hold of the slides. It was an excellent presentation.
The Marketing Technology Landscape is constantly changing. There are thousands of technology companies available for marketers to use. You can see the system dynamics of 2000+ marketing technology companies.
Why this explosion?
- Marketing Segmentation
- Environmental Factors
- Easier to Sell Software
- Financially Attractive Market
Marketers are dealing with a lot more software now.
The Shift from Communications to Experiences
Google’s Zero Moment of Truth examines this shift.
Marketing today isn’t about getting buyers to picture your narrative… It’s about getting them to experience it.
Digital storytelling includes:
- software bought & built
- configurations ¶meters
Software is how marketing “sees” and “touches” customers in a digital world.
- Analytics software affects our perceptions
- Marketing automation software affects our processes
- social media software…
The relationship between marketers and customers in the digital world requires communication through a gauntlet of software and systems.
Marketer > Marketing Software > Web Services > Client Software > Customer
The shift from Art + Copy to Code + Data
By 2017, the CMO will spend more on IT than the CIO. – Gartner
Marketing Technologists – The Chief Marketing Technologist role sits at the intersection of four groups of stakeholders, serving as a liaison and aligning goals, support, and strategy. (81% of large firms now have a chief marketing technologist role.)
- Align marketing technology with business goals
Architecture and strategy: the difference between a marketing stack and a marketing pile.
It’s going to get more challenging
- technology changes exponentially
- organizations change logarithmically
- technology management is deciding which changes to adopt and how
Not everyone in marketing needs to be a technologist. Just as not everyone in marketing needed to be a creative. Technology must become a part of Marketing’s DNA.
The Shift from Rigid Plans to Agile Iterations
“Waterfall” marketing management – often a quarterly or yearly marketing plan. It is a predictive methodology.
Plan > Produce > Deploy > Review
However, the new world is not predictable, it is disruptive. Marketing is starting to take agile methodologies and applying them to marketing implementations in 2-4 week sprints.
Each sprint cycle provides and opportunity to:
- reap the benefits of a smaller deliverable
- adjust your approach based on feedback
- stop wasting time on things that aren’t effective
- experiment with new, innovative ideas
This is an incremental approach and it is iterative.
A strong, clear vision is the fuel that powers the agile process.
Free ebook – A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline is available at chiefmartec.com.