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A "provocateur" pitch given to Adland at their annual conference. Great that they're talking about Creative Tech, but still a long way to go to realise it's potential. And hurry, or others will get there first...
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The Marketing Technology Opportunity Matt McNeany, CEO IPA Creative Pioneers Conference
2nd May 2012
Technology is what you(r) clients do
Opportunity Slide #1
“By 2015, 35% of enterprise IT expenditures will be managed outside of the IT department's budget… CMOs may end up having larger IT budgets than CIOs”
Top Predictions for IT Organizations and Users for 2012 and Beyond, Gartner, Dec 2011
From Stretched to Strengthened, IBM Global CMO Study 2011
What do CMOs expect? (Opportunity Slide #2)
Half full? (Opportunity Slide #3)
“I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms – I’m up to my eyeballs in technology.”
From Stretched to Strengthened, IBM Global CMO Study 2011
What’s happening at the client?
The Traditional Marketing/IT Dynamic
“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
“Marketing is spin
Marketers don’t
care about
integration”
The Traditional Marketing/IT Dynamic
Marketing IT
Little perspective on each other’s business needs
The Emergence of Marketing Technologists
Marketing IT Marketing
Technology Team
The Emergence of Marketing Technologists
Marketing IT Marketing
Technology Team
Unite Marketing and Technology strategies
Collaborative
Experts – fluent in Tech and Brand
Agile – and Scalable
Big data – to drive Insight and Action
Obsessive about the ‘glue’ – APIs & integration
What does that mean for the
Agency?
The Emerging Vendor Model
New discipline
New requirements
New needs from suppliers
The Traditional Vendor Model
Marketing IT
Agencies
Marketing
Technology Team
The Traditional Vendor Model
Marketing IT
Agencies Consultants Product
vendors
Marketing
Technology Team
The Traditional Vendor Model
Marketing IT
Agencies Consultants Product
vendors
Marketing
Technology Team
The Emerging Vendor Model
Marketing Marketing
Technology Team
Creative
Technology
Partner
IT
The Creative Technology Partner Role
Creative Technology
New Ways of Working
New Ways of Engaging
New Business Models
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
Move from this…
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
COMMUNITIES LANDING PAGES & MICROSITES
BLOGS
APIs
GAMING/FACEBOOK APPS
MULTI-CHANNEL MARKETNG MANAGEMENT
CALL TRACKING
PERSONALIZATION
INTEGRATED SUITES & ENTERPRISE MARKETING MANAGEMENT
WEB ANALYTICS
EVENT MANAGEMENT
TARGETING
DIGITAL ASSET MANAGEMENT
CREATIVE OPTIMIZATION
External Promotion Customer Experience Marketing Management
…to this
Marketing Technology architecture and eco-systems driving continuous improvement and monetisation
It’s getting crowded
Marketing Marketing
Technology Team
Creative
Technology
Partner
IT
Agency Digital Agency
Tech Consultancy
IT Product Vendor
Big 5 Consultancy
Final Thoughts
The clients are getting pretty
good at the tech stuff
Final Thoughts
Client-side Marketing Tech
has a good Talent Value Proposition
Final Thoughts
Technology has a different revenue
model to advertising
(you get to sell IP)
Final Thoughts
"It's hard to know where the ad
industry starts and stops any more."
The Progression of Agency Value, Econsultancy, April2012
Thank You
@CodeWorldwide
www.codeworldwide.com
blog.codeworldwide.com
