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» Digital Marketing has undergone a dramatic shift in the last 10 years with an explosion in technology platforms
» Technology drives many digital marketing initiatives and this trend only looks to increase in the future
» The ability to measure, optimize and quickly implement changes determines success in digital marketing
» There are hundreds of new marketing technology platforms entering the marketplace. It can be a cluttered and confusing mess for marketers to evaluate and understand
» To solve these complex issues, requires a new skillset and perspective in Marketing
» Marketing Technology integrates the two worlds of Technology and Marketing to empower todays Digital Marketers to achieve their business goals
» It is key to understand the technologies in the marketplace but also to understand how they can solve business problems for customers
» The easiest way to picture the role of the office is as the CIO to the CMO
» Marketing is heavily reliant on technology. Much of it has an online component that is in-house or SaaS at a vendor. We should control budget and destiny of our future
» Let marketers worry about marketing and not worry about the tech stack, vendors, internal adoption, or enterprise rollout
» IT is not the place for this. They are strong with infrastructure, scalability, security but weaker on speed, business value and alignment to business goals
» This infographic illustrates data that shows how the MTO and its leadership is evolving to be more strategic in nature, while helping marketing manage its technology spend more efficiently
Source: Venturebeat.com
» MTO is responsible for:˃ Marketing Technology Strategy˃ R&D new Marketing Technologies˃ Drive innovation, while empowering Sales and Brand across the
larger organization˃ Drive a customer-centric view leveraging technology˃ Drive enterprise standards in marketing technology tools and
platforms˃ Drive towards a full 360 view of the customer across the lifecycle˃ Manage partner relationships around MarTech˃ Manage relationship with traditional IT to ensure standards and
processes are complied with
» My MarTech teams:
˃ Marketing Technology Innovation+ Looking 12-18 months into the future at where we need to be
˃ Marketing Technology Platforms+ Manage the MarTech platforms for the enterprise
˃ Wearables & Health Innovation+ Understand how customers engage with new technology and our role
in this new ecosystem
» Marketing Technology integrates with all part of the larger enterprise
» The days of this technology standing alone are over. Many of these systems need to feed or tie into other systems to allow for insights that can drive business decisions
» The consumers of this technology vary across the enterprise depending on their roles in the organization
» Keys to Success for business case:
˃ Executive Sponsorship
˃ Control of budget
˃ Enterprise rollout of the technology
˃ Sell, sell and sell again
» Thank you for your time
˃ Joseph Kurian
˃ Head, Marketing Technology & Innovation
˃ Aetna
˃ @Jkurian77