Presentation at the Marketing & Media course of the Rotterdam School of Management

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. Not long ago we all lived in a 'one screen
world' :-)

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

6. And the one screen world has dissapeared...in
a very short time..

7. The Extended Web and 'digitalization'
Have brought endless
opportunities to Marketers

8. It has torn down complete business models
and gave birth to many new ones.....
Hotels.com, Tripadvisor, PirateBay, Guggenheim.org, Airbnb.com
Youtube.com, Spotify, etc etc
Let's look at a few more examples in the leisure domain..

9. These guys are 'dead meat'

10. These guys however; are 'in the zone'

11. Traditional retailers are loosing the battle and
need to turn stores into experiences
Traditional retail turn over down 6% in Nl over 2012...

12. In the mean time web shopping has exploded.
5000 plus packages every day in NL alone...!

13. Technology also added an equal amount of
complexity...

15. Technology MUST become
part of marketing’s DNA.

16. Technology and marketing
are 100% intertwined

17. Marketing
IT

18. So who navigates?

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

20. Brings
Marketing and
technology
under one
umbrella.

21. And leads way into the

23. For example in sports or maintanance
LZR Racer swimsuit
Wilson Nanoclubs http://nano--tech.blogspot.nl/p/leisure.html

24. Sir Tim Berners-Lee

25. Ideal for for example E-Tourisme applications
E-Tourism: Creating Dynamic Packages using Semantic Web Processes
http://www.w3.org/2005/04/FSWS/Submissions/16/paper.html

27. Helping out in many ways (and also taking
over many jobs)

29. Virtual tourisme?
“Virtual reality (VR) offers tourism many useful applications that deserve greater attention from
tourism researchers and professionals. As VR technology continues to evolve, the number and
significance of such applications undoubtedly will increase”
Guggenheim Online
Full article at:
http://www.sciencedirect.com/science/article/pii/S0261517709001332

31. ➔ 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...:-)!

33. Inspirational credits to Scott Bricker, The Marketing Technologist
arjan@raddermarketing.nl – www.raddermarketing.nl – +31 6 2501 0586
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