The Big Bang of Modern Marketing. Scott

Transcription

1 The Big Bang of Modern Marketing Scott

2 Co-founder & CTO Software and services for marketing apps. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.

3 947 companies 43 categories And this is not comprehensive!

4 ~100 companies

5 ~350 companies

6 ~950 companies

7

8

9

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

11

12 70% of marketers increasing digital marketing technology spending in 2014 Only 2% are decreasing Source: Econsultancy, Skills of the Modern Marketer

13 Increasing technology expenses and capital investments; cross-charges from IT and external agencies

14 Digital marketing funded by rearranging existing budgets but not just marketing s

15 According to a recent Gartner study, CEOs believe that the most important technologyenabled investment over the next 5 years is digital marketing Source: Gartner, April 2014

16 Everything digital is controlled by software.

17 Software is eating the world. Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011

18 Software is how marketing sees and touches customers in a digital world.

19 Analytics software affects our perceptions. Marketing automation software affects our processes. Social media software affects our engagement strategy. Customer experience software affects our touchpoints. CRM software, by definition, affects our relationships.

20 Marketer Marketing Software Web Services Client Software Customer

21 1 2 3

22

23

24 The distance between communications and customer experience has collapsed to a click.

25 ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

26

27 An explosion of customer experience touchpoints.

28 The Extended Product

29

30

31

32 He who controls the spice, controls the universe.

33 He (or she) who controls the software, controls the marketing.

34 The CIO gets the technology half. NOT GOOD The CMO gets the marketing half. The King Solomon approach to dividing marketing technology.

35 The baby does much better as a whole. The King Solomon approach to dividing marketing technology.

36 We don t control the environment. We don t control the customer. Marketing is not ERP. We want to be differentiated.

37 By 2017 the CMO will spend more on IT than the CIO. Gartner CMO: I m ready to take over our IT spend! CIO: Why me?

38 Technology Authority Cowboy Laggard Prisoner Technology Expertise

39 Technology Expertise Old School IT & Engineers Old School Marketers Marketing Expertise

40 Technology Expertise Old School IT & Engineers New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists Old School Marketers Marketing Expertise

41

42

43

44

45

46 technology changes exponentially technology management is deciding which changes are adopted? organizations change logarithmically?

47 81% of large firms now have a chief marketing technologist role

48

49

50

51

52

53

54 Not everyone in marketing needs to be a technologist. Just as not everyone in marketing needed to be a creative.

55 Storytelling Analytics Technology Design Technology must become a part of marketing s DNA.

56 21% of CEOs think technical expertise is a top 3 CMO skill. Only 13% think agency experience is.

57

58

59 A B Marketing used to work like this.

60 A B Today, it feels more like this.

61 Faster cycle speeds Fragmented channels Feedback loops Frequent disruptions

62

63

64

65 Marketing used to be complicated. Now it is complex.

66 helping the companies thrive under conditions of high uncertainty and rapid change.

67

68

69

70 Plan Produce Waterfall is a predictive approach to management. Deploy Waterfall marketing management often a quarterly or yearly plan. Review

71 A B Reasonably predictable Not predictable

72

73 That is a dead marketing plan.

74 Update Backlog Sprint Planning Sprint Sprint Retrospective Sprint Review 2-4 weeks 1 day Daily Stand-up

75 Update Backlog Write a case study Configure new nurture campaign in MAP Create a landing page Launch new Google keyword group Connect with a social media influencer

76 One Big Waterfall vs. Many Small Agile Sprints

77 Each sprint cycle provides an opportunity to: Reap the benefits of a smaller deliverable Adjust your approach based on feedback Stop wasting time on things that aren t effective rebalance your investment Experiment with innovative, new ideas

78 Part I Part II Part III Version 1 Version 2 Version 3 This is an incremental approach each step offers you a chance to adjust your trajectory. This is an iterative approach each step offers you a chance to refine your deliverable based on feedback.

79 Version 1 Version 2 Version 3 An iterative approach lets you fail fast try new ideas on a small scale before scaling them. This is an iterative approach each step offers you a chance to refine your deliverable based on feedback.

80 Prioritization of the backlog A strong, clear vision is the fuel that powers the agile process. Sprint review feedback Minimize fire drills and maintain focus

81

82 1 2 3

83 Download a free copy of my book at chiefmartec.com helps the reader to understand how technology can be used for both successful marketing strategy and execution. Jonathan Becher, CMO SAP the key meta-trends that will define how all marketing is done in a world of technology enablement... Terence Kawaja, CEO LUMA Partners

84 Reach me at: ion interactive, inc. Chief Marketing Technologist MarTech Conference