navigating the marketing technology rapids
Post on 19-Sep-2014
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DESCRIPTION
A whirlwind tour of the marketing technology landscape, with a discussion of its rapid growth over the past 5 years -- and how it may evolve in the years ahead. A look at why marketing technology is so important to marketing today and how marketing teams can develop marketing technology management capabilities within their organizations.TRANSCRIPT
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Navigating the Class V Marketing Technology
Rapids
Scott Brinker@chiefmartec
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YouRapidly changing
technology
Things you want to avoid
My goal
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Co-founder & CTOSoftware and services for marketing apps.
Author & EditorBlog on the entwining of marketing & technology.
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TechnologyMarketing
Strategy
The Most Interesting Intersection in the World
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Everything digital is controlled by software.
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Software is marketing’s interface to
reality.
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Analytics/attribution software affects our perceptions.
Marketing automation software affects our processes.
Social media listening software affects our engagement.
Customer experience software affects our touchpoints.
CRM software, by definition, affects our relationships.
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Marketer Marketing Software
Web Services
Client Software Customer
Software is the middlemanin digital marketing.
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Disclaimer:I am merely anarmchair analyst.
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~100 companies
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~350 companies
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~950 companies
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Marketing Experiences Marketing Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet
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Internet
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Infrastructure
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Infrastructure
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Infrastructure
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Marketing Backbone Platforms
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Marketing Backbone Platforms
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Marketing Backbone Platforms
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Marketing Backbone Platforms
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Marketing Middleware
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Marketing Middleware
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Marketing Middleware
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Marketing Operations
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Marketing Operations
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Marketing Operations
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Marketing Operations
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Marketing Operations
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Marketing Operations
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences
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Marketing Experiences Marketing Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet
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Aug 2011 Sep 2012 Jan 2014
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Marketing has more software available to it today than any other business
function in the history of computing.
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Are 1,000+ marketing technologyvendors sustainable?
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CheapIaaS & PaaS Scalability
SaaS Business Models
Open Source &
APIs
Global Talent &
Knowledge
Inbound Marketing
The Perfect Storm
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CheapIaaS & PaaS Scalability
SaaS Business Models
Open Source &
APIs
Global Talent &
Knowledge
Inbound Marketing
Digital marketing is the first major business marketborn in the era of the cloud.
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Innovation Consolidation
Inflow >= Outflow
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There will be consolidation, but itprobably won’t be evenly distributed.
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Marketing Experiences Marketing Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet
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BACK
BON
E PL
ATFO
RMS
MID
DLE
-W
ARE
CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce
User Mgmt Cloud Connectors
APIsTag ManagementData Management Platforms/Customer Data Platforms
Customer Data Campaign Data Content Data Catalog Data
Correlation Data
Core customer data offers thegreatest incentives & practicality
for consolidation.
(Process, insights, and experiences, less so.)
Core Customer Data
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Ironically, this kind of platform consolidation can accelerate innovation at the
next layer up.
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More Customers
More Developers
More Capabilities
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A Judo move on the challenge of
accelerating change.
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One Suite to Rule Them All?
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2,160 apps
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29,871 Plugins
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Choice is a good thing.
Competition drives prices down, drives innovation up.
Choice gives you ways to differentiate.
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• Integration risk• Vendor risk• Management risk
Platforms will help mitigate these.
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Damn it, Jim — I’m a marketer, not a systems administrator!
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Damn it, Jim — I’m a marketer, not a systems administrator!
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10 Rules of Thumb for Developing Your Marketing Technology Strategy
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Collaborate: interdependency of stakeholdersGovern: decide rules for who will do whatPrioritize: what’s important to your businessSatisfice: resist a Quixotic quest for perfectionIterate: continuous improvement, not Big BangCategorize: infrastructure vs. innovationStandardize to core data: “core” is keyOpen: favor open architectures & ecosystemsLoosely couple: minimize tight dependenciesSpecialize: empower teams to pick their tools
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Aspirations vs. Capabilities
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Capabilities
Marketing Technology Strategy &
Management
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CMO:I’m ready to take over our IT spend!
CIO:Why me?
By 2017 the CMO will spend more on IT than the CIO. – Gartner
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Cowboy
Laggard Prisoner
Superstar
Technology Expertise
Tech
nolo
gy A
utho
rity
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IT Marketing
A fascinating intersection of “hybrid” talent.
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Marketing Expertise
Tech
nolo
gy E
xper
tise
Old School Marketers
Old
Sch
ool
IT &
Eng
inee
rs
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Marketing Expertise
Tech
nolo
gy E
xper
tise
Old School Marketers
New School:Marketing TechnologistsCreative Technologists
Growth HackersChief Digital Officers
Data ScientistsOld
Sch
ool
IT &
Eng
inee
rs
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Marketing Expertise
Tech
nolo
gy E
xper
tise
MarketingTechnologist
(IT Origin)
Marketing Technologist
(Marketing Origin)Axis o
f the “G
rowth Hacker”
Minimally Viable Technologist
Min
imal
ly V
iabl
e M
arke
ter
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CIO CMO
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CIO CMO
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CIO CMO
Chief Marketing
Technologist
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CIO CMO
Chief Marketing
Technologist
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CIO CMO
Chief Marketing
Technologist
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CIO CMO
Chief Marketing
Technologist
Marketing Technology Staff & Vendors
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CIO CMO
Chief Marketing
Technologist
Mktg
Mktg
Mktg
Marketing Technology Staff & Vendors
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81% of large organizations now have the equivalent of a chief marketing technologist role.
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How did we do?
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“…the key meta-trendsthat will define how all
marketing is done in a world of technology enablement...”
– Terence Kawaja, CEOLUMA Partners
“Scott Brinker helps the reader to understand how
technology can be used for both successful marketing
strategy and execution.”– Jonathan Becher, CMO
SAP
Download a free copy at chiefmartec.com
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Co-founder & CTOion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Author & EditorChief Marketing Technologisthttp://chiefmartec.com
Thank you!