If ever you wanted evidence of just how sweeping and fragmented “marketing” is, try making a list of every kind of marketing out there. It starts simple enough, with search marketing, email marketing, product marketing, viral marketing — next thing you know, you have over a hundred terms! Inspired by a conversation with my friend Mark Kapij, I decided to put together such a list. To keep it somewhat manageable, I decided to only include …
Mary Meeker, the renowned Internet analyst at Morgan Stanley, just gave her presentation on Internet trends at the Web 2.0 Summit. Mary’s presentations are legendary because of the clear, data-driven insights she brings to what is a huge and highly chaotic market space. In this presentation, she posed 10 questions that Internet executives should ask and answer. The one I found most interesting was #4: Advertising. She advocates that advertising is still ripe for innovation …
50 billion reasons for marketing innovation Continue Reading »
“Shouldn’t all marketers be marketing technologists?” That’s a comment I’ve been hearing more frequently. One of the more interesting objections to my case for a chief marketing technologist is, “Shouldn’t the CMO be the chief marketing technologist?” I think there are two separate ideas being confounded here: 1. Marketers who are technology savvy. 2. Technologists who apply their skills in marketing. I know, that might sound like a subtle, nit-picky distinction. But there’s a big …
Caron Carlson, editor of FierceCIO, just posted Letting Marketing Handle Its IT, Part 2, continuing the discussion started last week. (See my post on governance vs. management in marketing technology.) Caron highlights some of the comments left by readers to part 1 and draws her conclusion in the last two paragraphs of this new editorial: A comment by CIO Christine W. sums it up well. In her company, she writes, all technologies require her approval …
IT dictators in an age of marketing democracy Continue Reading »
While reading MapMyFollowers is a Great Twitter Data Visualization on ReadWriteWeb this morning, I saw this ad for a new graduate program offered by Columbia University: I know, the fact that someone paid attention to an ad is almost newsworthy unto itself these days. But what a fascinating program! I’ve remarked before that journalism is one of the few professions that’s suffering more disruption than marketing (for many of the same reasons). Here’s an attempt …
Is this the future of marketing education? Continue Reading »
My recent article in InformationWeek — on why the marketing technology genie isn’t going back into the IT bottle — has stirred a few lively responses. Caron Carlson, editor of FierceCIO — got to love that name, especially walking into a debate about the future of marketing technology — responded with an editorial to her readers, Are you ready to let marketing handle its own IT? One of her concerns is my suggestion that, while …
Governance vs. management in marketing technology Continue Reading »
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 …
Q&A threat to Google that marketers should watch Continue Reading »
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 …
Why the marketing technology genie isn’t going back into the IT bottle Continue Reading »
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 …
Advocating marketing technology leadership at Pivot Continue Reading »
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 …
Marketing technology shouldn’t be divided in two Continue Reading »
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