mtech14: creating a marketing technology strategy - scott brinker
DESCRIPTION
Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy. This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.TRANSCRIPT
Creating aMarketingTechnology
Strategy
Scott Brinker@chiefmartec
YouRapidly changing
technology
Things you want to avoid
My goal
Co-founder & CTOSoftware and services for marketing apps.
Author & EditorBlog on the entwining of marketing & technology.
TechnologyMarketing
Strategy
The Most Interesting Intersection in the World
TechnologyStrategy
Linear, strategy first
TechnologyStrategy
Linear, strategy first
Linear, technology first
TechnologyStrategy
Linear, strategy first
Linear, technology first
Circular, both intertwined
Everything digital is controlled by software.
Software is marketing’s interface to
reality.
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.
MarketerMarketing Software
Web Services
Client Software
Customer
Software is the middlemanin digital marketing.
~100 companies
~350 companies
~950 companies
Marketing ExperiencesMarketing Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet
Internet
Infrastructure
Infrastructure
Infrastructure
Marketing Backbone Platforms
Marketing Backbone Platforms
Marketing Backbone Platforms
Marketing Backbone Platforms
Marketing Middleware
Marketing Middleware
Marketing Middleware
Marketing Operations
Marketing Operations
Marketing Operations
Marketing Operations
Marketing Operations
Marketing Operations
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing Experiences
Marketing ExperiencesMarketing Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet
Aug 2011 Sep 2012 Jan 2014
Marketing has more software available to it today than any other business
function in the history of computing.
Adoibacle.comone suite to rule them all!
CheapIaaS & PaaS Scalability
SaaS Business Models
Open Source &
APIs
Global Talent &
Knowledge
Inbound Marketing
The Perfect Storm
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.
Innovation Consolidation
Inflow >= Outflow
$11.8 billion $5.8 billion
$1.5 billion
$2.6 billion
There will be consolidation, but itprobably won’t be evenly distributed.
Marketing ExperiencesMarketing Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure Internet
BA
CK
BO
NE
PLA
TFO
RM
SM
IDD
LE-
WA
RE
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
Ironically, this kind of platform consolidation can
accelerate innovation at the next layer up.
More Customers
More Developers
More Capabilities
A Judo move on the challenge of
accelerating change.
One Suite Platform to Rule Them All?
2,160 apps
29,871 Plugins
Choice is a good thing.
Competition drives prices down, drives innovation up.
Choice gives you ways to differentiate.
• Integration risk
• Vendor risk
• Management risk
Platforms will help mitigate these.
Damn it, Jim —I’m a marketer, not a systems administrator!
Damn it, Jim —I’m a marketer, not a systems administrator!
Aspirations vs. Capabilities
Capabilities
Marketing Technology Strategy &
Management
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
Cowboy
Laggard Prisoner
Technology Expertise
Tech
no
logy
Au
tho
rity
IT Marketing
A fascinating intersection of “hybrid” talent.
Marketing Expertise
Tech
no
logy
Exp
erti
se
Old School Marketers
Old
Sch
oo
lIT
& E
ngi
ne
ers
Marketing Expertise
Tech
no
logy
Exp
erti
se
Old School Marketers
New School:Marketing TechnologistsCreative Technologists
Growth HackersChief Digital Officers
Data ScientistsOld
Sch
oo
lIT
& E
ngi
ne
ers
CIO CMO
Chief Marketing
Technologist
Mktg
Mktg
Mktg
Marketing Technology Staff & Vendors
81% of large organizations now have the equivalent of a chief marketing technologist role.
FRONT-OFFICE
BACK-OFFICE
OP
TIM
IZA
TIO
N
INN
OV
ATI
ON
FRONT-OFFICE
BACK-OFFICE
OP
TIM
IZA
TIO
N
INN
OV
ATI
ON
Marketing Innovation
Marketing Operations
CustomerExperience
DataScience
time
# o
f so
ftw
are
pro
gra
ms
use
d b
y m
ark
eter
s
Ambient Software
technology changes exponentially
organizations change logarithmically
technology management is deciding which
changes are adopted
?
?
Time
Ch
ange
How did we do?
“…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
Co-founder & CTOion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Author & EditorChief Marketing Technologisthttp://chiefmartec.com
Thank you! Please feel free to reach out to me if I can help in any way.