This presentation is loosely based on Scott Brinckers great story about the rise of the Marketing Technologist. www.chiefmartec.com. I delivered this presentation at a guest college about Digital Marketing at the Rotterdam School of Marketing on August 4, 2012. Follow me @ twitter.com/arjanradder or contact me for a discussion on Marketing and Technology via arjan@raddermarketing.nl

1. Rise of the Marketing
Technologist

2. * NIMA A + B in 1993...
* 20 years Sales & Marketing at some of the worlds top brands
* Sales Leader & Social Software Evangelist EMEA @ IBM
* Digital Marketing Partner Manager & Evangelist @ Adobe
* Founded Arjan Radder Marketing Concepts Q1, 2012

3. Marketing was pretty 'easy' in my days
Remember those 4 P's...?

4. Anno 2012 Marketing is riding a
killer wave of new technology.

5. The Extended Web
Has brought endless
opportunities to Marketers

6. But added an equal amount of complexity...

8. The next 5
years will see
an explosion
of marketing
technology

9. • Web
Created by YOU! • Social Media
• Cloud
• Devices
• Interactive Apps
• Semantic web
• Your products…

10. Technology decisions and
marketing strategy are
intertwined.

11. Bringing all groups together doesn’t
necessarily produce the best solution.

12. Marketing
IT

13. So who navigates?

14. Not another layer of
management.

15. Instead, a new pillar in the
structure of marketing.
Creative
Research
Technology

16. Rise of the Marketing
Technologist
Marketing CTO
(Chief Marketing Technologist)
• Reports to CMO
• Coordinates with IT
• Coordinates with products
• Technology expertise
• Marketing savvy
• Strategic role

17. Brings
Marketing and
technology
under one
umbrella.

18. Balance power
with IT, outside
agencies, and
technology
vendors.

19. Direct the landscape of
marketing technology.
(Marketing vision + technical depth)

20. Enable the CMO to wield technology
as a strategic marketing capability.

21. But where do you find
marketing technologists?

22. Not all marketers will be technologists.

23. Just like not all marketers are “creatives.”

24. But technology MUST become
part of marketing’s DNA.

25. A blossoming generation of web
developers and web entrepreneurs.

26. Agencies, Technology vendors

27. YOU?

30. Sir Tim Berners-Lee

34. ➔ Customers, customers, customers!
➔ Technology is always a means and not a goal
➔ Understand the role and value of Technology (not (perse) the Techno itself)
➔ Become, or become friends with, the Marketing Technologist
➔ Always, always be aware of the future...
➔ Never forget the 4 P's...:-)!

36. arjan@raddermarketing.nl – www.raddermarketing.nl – +31 6 2501 0586
www.twitter.com/arjanradder – linkedin.com/arjanradder – slideshare.net/arjanradder
Inspirational credits to Scott Brincker, The Marketing Technologist. www.chiefmartec.com