Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy.
This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.
54. Cheap
IaaS & PaaS
Scalability
SaaS
Business
Models
Open
Source &
APIs
Global
Talent &
Knowledge
Inbound
Marketing
The
Perfect
Storm
55. Cheap
IaaS & PaaS
Scalability
SaaS
Business
Models
Open
Source &
APIs
Global
Talent &
Knowledge
Inbound
Marketing
Digital
marketing is
the first
major
business
market
born in the
era of the
cloud.
60. BACKBONE
PLATFORMS
MIDDLE-WARE
Core customer data offers the
greatest incentives & practicality
for consolidation.
(Process, insights, and experiences, less so.)
Data Management Platforms/Customer Data Platforms Tag Management User Mgmt Cloud
APIs
Connectors
Correlation Data
Core Customer Data
CRM Marketing Automation / Integrated Marketing Web Site / WCM / WEM E-commerce
Customer Data Campaign Data Content Data Catalog Data
61. Ironically, this kind of
platform consolidation can
accelerate innovation at the
next layer up.
81. New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
Marketing Expertise
Technology Expertise
Old School
Marketers
Old School
IT & Engineers
93. Download a free copy at chiefmartec.com
“Scott Brinker helps the
reader to understand how
technology can be used for
both successful marketing
strategy and execution.”
– Jonathan Becher, CMO
SAP
“…the key meta-trends
that will define how all
marketing is done in a world
of technology enablement...”
– Terence Kawaja, CEO
LUMA Partners
94. Thank you! Please
feel free to reach
out to me if I can
help in any way.
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Co-founder & CTO
ion interactive, inc.
http://ioninteractive.com
Author & Editor
Chief Marketing Technologist
http://chiefmartec.com