agile marketing and the role of technology

The Role of Technology in Content Marketing

Janaka Abeywardhana

@janaka_a #MarketingTech

Hello! Janaka Abeywardhana CTO @ Axonn Media

@janaka_a | #MarketingTech


Ever felt like you can’t keep up?


90% of all the data in the world has been generated over the last 2 years. Science Daily (http://go.axonn.co.uk/sd90) - May 2013

http://go.axonn.co.uk/sd90




Big Data

Volume Velocity Variety


http://go.axonn.co.uk/mtp


http://go.axonn.co.uk/mts


T E C H N O L O G Y

is the CAUSE AND THE SOLUTION


But first

Culture People Process


Agile thinking


Experiments

Build

Measure

Learn


Validated learning


Common goals in cross-functional, self-organising teams


Don’t work towards individual KPIs from within functional silos


Ever had a great idea but thought I.T. would never go for that?


Make friends with I.T.


Common goal


Marketing Technologist


Now you’re ready for technology


Technology gives you consistent results and scale


Tip 1

Work with domain experts


Tip 2

Organisational capabilities


Tip 3 Separation of concerns


Tip 4 Focus on core capabilities


Tip 5 Well-defined integration points

• Add-on systems • Plug-in libraries • App stores • APIs


Tip 6 Single solution/vendor won’t solve everything


Tip 7 Cloud = quicker value


Summary

• Adopt an Agile/Lean approach

• Make friends with I.T.

• Develop technology capabilities within marketing

• Select best of breed with good integration points


Q & A

go.axonn.co.uk/rtjs

agile marketing and the role of technology

Technology

janaka abeywardhana

technology capabilities

role of technology

core capabilities

organisational capabilities

marketing technologist

good integration points

science daily http