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Rise of the Marketing
Technologist
* 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
Marketing was pretty 'easy' in my days
Remember those 4 P's...?
Not long ago we all lived in a 'one screen
world' :-)
Anno 2012 Marketing is riding a
killer wave of new technology.
And the one screen world has dissapeared...in
a very short time..
The Extended Web and 'digitalization'




             Have brought endless
             opportunities to Marketers
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..
These guys are 'dead meat'
These guys however; are 'in the zone'
Traditional retailers are loosing the battle and
need to turn stores into experiences




  Traditional retail turn over down 6% in Nl over 2012...
In the mean time web shopping has exploded.
5000 plus packages every day in NL alone...!
Technology also added an equal amount of
complexity...
Rise of the Marketing Technologist and Future Trends - Rotterdam Business School 2013
Technology MUST become
part of marketing’s DNA.
Technology and marketing
are 100% intertwined
Marketing




IT
So who navigates?
Rise of the Marketing Technologist

   Marketing CTO
(Chief Marketing Technologist)
• Reports to CMO
• Coordinates with IT
• Coordinates with products
• Technology expertise
• Marketing savvy
Brings
Marketing and
technology
under one
umbrella.
And leads way into the
Rise of the Marketing Technologist and Future Trends - Rotterdam Business School 2013
For example in sports or maintanance




                                   LZR Racer swimsuit

   Wilson Nanoclubs   http://nano--tech.blogspot.nl/p/leisure.html
Sir Tim Berners-Lee
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
Rise of the Marketing Technologist and Future Trends - Rotterdam Business School 2013
Helping out in many ways (and also taking
over many jobs)
Rise of the Marketing Technologist and Future Trends - Rotterdam Business School 2013
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
Rise of the Marketing Technologist and Future Trends - Rotterdam Business School 2013
➔   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...:-)!
Rise of the Marketing Technologist and Future Trends - Rotterdam Business School 2013
Inspirational credits to Scott Bricker, The Marketing Technologist


arjan@raddermarketing.nl – www.raddermarketing.nl – +31 6 2501 0586
www.twitter.com/arjanradder – linkedin.com/arjanradder – slideshare.net/arjanradder

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Rise of the Marketing Technologist and Future Trends - Rotterdam Business School 2013

  • 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
  • 19. Rise of the Marketing Technologist Marketing CTO (Chief Marketing Technologist) • Reports to CMO • Coordinates with IT • Coordinates with products • Technology expertise • Marketing savvy
  • 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
  • 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 www.twitter.com/arjanradder – linkedin.com/arjanradder – slideshare.net/arjanradder