Marketing is being reinvented as a technology-powered discipline. From new, brand-defining customer experiences to more efficient marketing operations, software is changing what's possible. It's also changing the structure and culture of organizations who embrace these possibilities. We'll take a whirlwind tour of the forces driving this convergence and the ways in which companies and individuals can thrive in it. Presented by Scott Brinker Scott Brinker, Co-founder & CTO, ion interactive

1. Thriving at the Intersection
of Marketing & IT
7 Meta-Trends
by Scott Brinker
@chiefmartec

2. Marketing is moving faster.

5. Marketing is increasingly complex.

6. From Stretched to Strengthened, IBM Global CMO Study 2011

7. The only constant is change.

8. Marketing is more strategic.

10. 7X

11. AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)

12. “You may ask
yourself, how do
I work this?”
– Talking Heads

13. 7 Meta-Trends of a New Brand of Marketing

14. Meta-Trend #1

15. We tend to overestimate the
effect of a technology in the
short run and underestimate
the effect in the long run.
“
”
– Amara’s Law

16. www.kpcb.com/insights/2012-internet-trends
The Re-Imagination of Nearly Everything

24. “Magnitude of Upcoming Change
Will Be Stunning”

26. Where audience goes, marketing follows.

32. Meta-Trend #2

34. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

35. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

36. Query search engines
Visit company web site
Read educational content
Follow on Twitter
Visit competitor web sites
Read reviews
Discuss with friends
Check online communities
Comparison shop
The ZMOT is a flurry of activity:

37. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

38. “Big, large, glass
buildings do not
buy software.
People do.”
– Jonathan Becher
CMO, SAP

41. Meta-Trend #3

42. Shift in buyer-seller information asymmetry.

43. Shift in buyer-seller information asymmetry.

44. Shift in buyer-seller information asymmetry.
An increase in marketing responsibility.
Customer experience
Social media marketing
Content marketing

46. Meta-Trend #4

47. Distance between communications
and customer experience.

50. Source: Forrester Research

54. Great Experience = Great Brand

55. Meta-Trend #5

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

59. New technology is
constantly emerging.

60. Brands continuously seek differentiation.

61. Software is now easy to create and scale.

63. The Golden Age of Marketing Software

64. Software has become how marketing
sees and touches the world.

65. Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.

66. “He who controls the spice,
controls the universe.”

67. “He who controls
the software,
controls the
marketing.”

68. Who choreographs this ballet?

69. Or is it more of a mosh pit?

70. Who decides?
• Marketers
• IT department
• Web shop
• Vendors
• Ad hoc
• Technical depth
• Right incentives
• Business alignment
• Accountability
• Marketing vision
On what basis?
Technology Decisions in Marketing

71. IT
Marketing

72. Marketing’s perceptions of IT:
IT is the department of “no.”
IT doesn’t speak marketing’s language.
IT doesn’t understand the need for speed.
IT isn’t concerned with the customer.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011

73. IT’s perceptions of marketing:
Marketing is spin.
Marketers don’t care about integration.
Mastering Customer Data—A CIO Imperative, Forrester Research July 2011

78. Not a
motto
typically
seen on
the wall
in IT.
(And for good reason.)

79. Standardize Experiment
The
Marketing
Technology
Cycle

80. Well, there’s always a committee…

81. IT MktgTraditional
IT Mktg
IT
Co-located
IT Mktg
MT
Embedded
Independent
IT Mktg
MT
Joint Venture IT MktgMT
CommitteeIT Mktg
iiiii
IT MktgHostile
LiaisonIT Mktgi
Outsourced (Mktg)
IT Mktg
Outside
MT
Outsourced (IT)
IT Mktg
Outside
MT
Outsourced Triangle
IT Mktg
Outside
MT
Direct Report
IT
Mktg
IT Mktg
MT
Practice
Center
MergedIT Mktg
IT Marketing Marketing Technology

82. King Solomon’s
Marketing-Technology Split

89. 81% of large organizations now have the
equivalent of a chief marketing technologist role.

92. 2X investment in “innovation” in marketing

93. www.slideshare.net/marketingtransformation/the-chief-marketing-technologist

95. A technologist by any other name…
Marketing Technology
Marketing Operations
Marketing Engineering
Marketing IT
Marketing CTO
Digital Services

96. Data from Gartner 2012, graphic by IBM.

98. Marketing Technologist = Choreographer

99. Creative
Agencies
Tech
Consultants
Software
Vendors
CMO
CIO
The
Marketing
Technology
Frenemy
Triangle

100. Not all marketers need be technologists.

101. Just as not all marketers are “creatives.”

102. But tech must be part of marketing’s DNA.

107. Meta-Trend #6

119. 1. What did I do yesterday?
2. What am I going to do today?
3. Are there any impediments in my way?
3 Questions of the Daily Stand-Up:

121. That is a dead
marketing plan.

122. Plan
Create
Distribute
Measure
Time
The traditional multi-month marketing cycle:

125. Our customers are now agile.

126. Plan
Create
Distribute
Measure
Time
That’s a problem, because this isn’t:

128. What’s important in modern marketing?
• Individuals and interactions
• Responding to change
• Customer collaboration
• Working content, “experiences”

129. From agile software development
to agile marketing.

133. In 2009, Google ran
approximately 12,000
experiments.

134. In 2009, Google ran
approximately 12,000
experiments.
Only about 10% of
them led to business
changes.

137. Big Data
Big
Testing
Big
Experience
Generate
hypotheses
Prove cause-
and-effect
Deliver better
experiences

138. Meta-Trend #7

139. 7 Meta-Trends of a New Brand of Marketing

140. “…the key meta-trends
that will define how all
marketing is done in a world
of technology enablement...”
– Terence Kawaja, CEO
LUMA 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

141. Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Author & Editor
Chief Marketing Technologist
http://chiefmartec.com
Thank you!