October 2010 - Chief Marketing Technologist

Q&A threat to Google that marketers should watch

October 30, 2010 / Marketing Tactics / By Scott Brinker / Leave a Comment

Search engines created a new ecosystem for consumers and marketers — and in the process made Google worth around $200 billion. If you put aside the hype, the core value proposition is simple: people go to Google looking for things, and marketers whose products or services are related to those things are thrilled to buy “sponsored answers” (i.e., ads) that show up with the results for those queries. While there’s a lot of chatter about …

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Why the marketing technology genie isn’t going back into the IT bottle

October 27, 2010 / Marketing Management / By Scott Brinker / Leave a Comment

InformationWeek just published a guest article of mine, Why Marketing Should Run Its Own Technology. While I’ve been advocating greater technology leadership to marketers for a while, this is my first attempt to “reach across the aisle” and make my case directly to the IT community. Always up for a lively conversation, I don’t pull any punches, describing three structural differences in this new era of technology-driven marketing that I believe will limit IT’s ability …

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Advocating marketing technology leadership at Pivot

October 22, 2010 / Marketing Management / By Scott Brinker / 3 Comments

Earlier this week I had the honor of presenting at Pivot, a new conference in New York City hosted by Chris Shipley (see 5 reasons to be excited about Pivot). My talk: The Case for a Chief Marketing Technologist. It sparked a number of interesting conversions, both at the conference and around a wonderful article that was written about it on Mashable, Should Your Company Have a Chief Marketing Technologist? I’ll follow up on some …

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Marketing technology shouldn’t be divided in two

October 14, 2010 / Marketing Management / By Scott Brinker / Leave a Comment

It’s been a great few weeks for the “chief marketing technologist” meme: the CMO Strategy editorial in Advertising Age, an article in Marketing Sherpa, and an amazing post by Mitch Joel of Six Pixels of Separation — which spurred a lively discussion in its comments! — with follow-up mentions by Eric D. Brown, Steve Johnson of ProductMarketing.com, SmallBizTechnology.com, IAB SmartBrief, two mentions (one, two) on CMO.com, and a ton of comments on Twitter. First and …

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If Microsoft acquires Adobe for online marketing

October 8, 2010 / Marketing Software / By Scott Brinker / Leave a Comment

Thanks to The New York Times article yesterday — What Did Microsoft and Adobe Chiefs Talk About? — there are a lot of rumors flying about a potential merger between the two. Although the hubbub surrounding this possibility is mostly about (1) the two teaming up to compete with Apple, particularly in the mobile space, and (2) the potential synergies between thousands of Microsoft .NET developers and thousands of Adobe Creative Suite users, I’m more …

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Align or redefine the CMO and CIO?

October 7, 2010 / Marketing Management / By Scott Brinker / 2 Comments

The CMO Council and Accenture just released a new report, Driving Revenue Through Customer Relevance: Aligning the CMO and CIO to Achieve Agile Intelligent Marketing. We should start by noting that Accenture makes its money through IT consulting. Based on the executive summary I reviewed, it strikes me as less of a blueprint for the future so much as a contentious relationship counseling session. The report begins with a noble goal: The CMO Council believes …

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