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Keynote for Valtech's Agile Day 2012. Discusses the evolution of marketing into the broader mission of customer experience and how "agile marketing" principles and practices can help organizations succeed in this new era.
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Everything Is Marketing,Everyone Must Be Agile
by Scott BrinkerPresident & CTO, ion interactive
http://www.chiefmartec.comTwitter: @chiefmartec
By 2017, the CMO will spendmore on IT than the CIO.
– Gartner
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms
— I’m up to my eyeballs in technology.”
What does this have to do with agile?
This leads to twotransformational mandates:
1. Everything is marketing.
2. Everyone must be agile.
These two mandates are intertwined.
But Big-A Agile methodologieshelp us achieve such agility.
By “agile,” I do mean little-a agile.
We may need to adjust these methodologies for different contexts.
*
But first, why is everything marketing?
(I do mean little-m marketing.)
“Business has only two basic functions: marketing and innovation.”
– Peter Drucker
Plan
Create
Distribute
Measure
Time
The traditional multi-month marketing cycle:
(Does this look familiar?)
“Big, large, glass buildings do not
buy software. People do.”
– Jonathan BecherCMO, SAP
Our customers are now agile.
Plan
Create
Distribute
Measure
Time
That’s a problem, because this isn’t agile:
Observations of this new kind of marketing:
• Individuals and interactions• Responding to change• Customer collaboration• Working “experiences”
(Does this sound familiar?)
This new kind of marketing is about morethan advertising, PR, communications, etc.
It’s about end-to-end customer experience.
Two Years Ago Today Two Years From Now
1
2
3
4
5
6
7
3.2
4.8
5.9
Strategic
Tactical
Source: Gartner Marketing Change survey with high-tech and telecom provider marketing executives conducted September 2011, N = 309
This new kind of marketing is more strategic.
This is why everything is now marketing.
“Marketing is too important to be left
to the marketing department.”
– Seth Godin
( – David Packard )
Employees are consumers too, and they’re seeking the same dynamics at work.
This is why consumerization of IT is thriving.
Observations of this new kind of organization:
• More participation• More responsiveness• More independence• More transparency
(The spirit of agile methodologies.)
In this environment, technology is morethan infrastructure—it is capabilities.
Marketing Spend
Migration from old to new
Cloud Computing
Migration from IT to SaaS
Trackable Medium
Measurable ROI
Disruptive Innovation
Opportunity for new players
Software Economics
Low cost, high margin
Large market
Relatively easy to sell
Low barriers to entry
A perfect storm for marketing technology.
New
Ven
ture
s
CORE WEBSITE
WEB TESTING & OPTIMIZATION
SOCIAL MEDIA ANALYTICS
MARKETING AUTOMATION
EMAIL MARKETING
CRM
SALES AUTOMATION
CUSTOM DATABASES
BUSINESS INTELLIGENCE
E-COMMERCE LOYALTY MANAGEMENT
CUSTOM WEB APPS
WIDGETS/PLUG-INS
MOBILE APPS
SEO TOOLS
Marketing Technology Landscape
SOCIAL MEDIA MARKETING MANAGEMENT
VIRTUAL EVENTS
AGILE/PROJECT MANAGEMENT
CUSTOMER ANALYTICS
VIDEO AD MANAGEMENT
SEARCH AD MANAGEMENT
SOCIAL MEDIA AD MANAGEMENT
DISPLAY AD MANAGEMENT
VIDEO CONTENT
MOBILE MARKETING
MARKETING RESOURCE MANAGEMENT
CREATIVE TOOLS
by Scott Brinker @chiefmartec http://www.chiefmartec.com
COMMUNITIESLANDING PAGES & MICROSITES
BLOGS
APIs
GAMING/FACEBOOK APPS
MULTI-CHANNEL MARKETNG MANAGEMENT
CALL TRACKING
PERSONALIZATION
INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT
August 2011
WEB ANALYTICS
EVENT MANAGEMENT
TARGETING
DIGITAL ASSET MANAGEMENT
CREATIVE OPTIMIZATION
External Promotion Customer Experience Marketing Management
The Golden Age of Marketing Software.
Software is our interface to the digital world:
• Analytics shapes perceptions• Automation guides processes• Optimization hones tactics• Listening leads engagements• Targeting defines segments• CRM structures relationships
Software is definingthe new customer experience.
“Programming” projects are whereagile processes thrive.
Digital agility from the bottom-up.
Disruptive innovation beyond marketing.
This is why everyone must be agile.
To adapt agile in other contexts, we need to
make a few adjustments.
An“agile marketing” manifesto?
Individuals and actionsover processes and tools.
Responding to changeover following a plan.
Remarkable customer experiencesover rigid customer management.
Testing and dataover opinions and conventions.
Beware the HiPPO!
Numerous small experimentsover a few large bets.
“The best way to have a good ideais to have a lot of ideas.”
– Dr. Linus Pauling
From principles to methodologies…
“The first thing you should do is think about culture—because culture eats strategy for
lunch (and breakfast, and dinner).”– Jonathan Becher
CMO, SAP
Agile needs champions.
Scott BrinkerPresident & CTOion interactive, inc.http://www.ioninteractive.com
Chief Marketing Technologist blog:http://www.chiefmartec.com
Twitter: @chiefmartec
“Innovation is anything,but business as usual.”